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How to Improve Your Website's Bounce Rate with the Help of Content

Date published: November 01, 2017
Last updated: November 1, 2017

Bounce rate is either a nightmare for marketers or an occasion to open a bottle of champagne. For this metric, everyone involved in digital marketing expects low rates, which is a little odd since usually we chase after high numbers. Let’s leave that random thought alone for a moment and concentrate on improving that bounce rate. The $1,000,000 question, in this case, is “how do I keep visitors on my page?” Lucky you, my dear reader, because you’re going to get the answer completely for free. The conventional response to this query is usually either good user-experience or great website design. There is truth to this, you can’t ignore the friendliness of the website, yes, but I will be talking about something else.

Have you ever seen a blank website, one with only images? I most certainly have not, so one of the most important attributes that can twist the plot is CONTENT. Whether it’s a blog, “about us,” or a landing page, content will step your website game up. Very often the only category of content that goes noticed is blog posts. In reality, blogs are just one type of content that websites have. Starting from the homepage and finishing with the copyright icon at the very bottom, it is bombarded with content. Here is the list of major elements on your website that require appealing and readable content to keep the visitor on your website:

  • General website content
  • Landing Pages
  • Blogs
  • Title Tags and Meta Descriptions

Buckle up because we are going to discuss all of these one by one from head to toe. Let’s get this content party started, shall we?

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N1 General Website Content

Vision is our dominant sense, and we pay more attention to the visuals of the website and not the content. We couldn’t be any more wrong, the text is the reason why people visit our websites and I strongly doubt that we can clearly communicate a message via images only. If you want to reduce your website’s bounce rate, follow these suggestions:

  • Make the content easy to follow and use a simple language.
  • Format the content wisely, that is to say, distinguish between headings, subheadings, and titles.
  • Naturally, add keywords to the content pages.
  • Make the sequence of steps clear and avoid confusing navigation commands.

The rule of thumb is “I never know who my visitor is going to be, so my website content needs to be clear-cut for anyone, period.”

N2 Landing Pages

Content for landing pages is a topic for a very long article and it’s hard to sum up the essentials in one paragraph. Well, challenge accepted! Did you know that you have only 8 seconds to attract the visitor with your headline? True story, and given your poorly written content, the landing page won’t have any effect whatsoever. On the flip side, the statistics show that 90% of visitors who read your headline also read your CTA Copy. Have a top-notch call-to-action text and similarly awesome headline to generate sales. Don’t underestimate the power of urgency: words and phrases that have such connotation increase the number of visitors by 102%. For instance, you could say “only first 10 visitors,” “hurry up” or “limited spots” to create that sense of urgency. Use text to make an offer that the visitors can’t refuse. It could be done through explaining the product, stating the benefits, highlighting the applications of the product, etc. Content is a powerful tool that can make or break your landing page. Make it compelling enough, so that the user will follow your directions and you’ll definitely end up with low bounce rates.

N3 Blogs

It’s common knowledge among marketers that a blog is a must. It’s a platform where you can share useful tips, how to’s, facts and basically anything you wish with your prospective customers. Numbers speak louder than words when it comes to backing up a point, so here you go: B2B marketers that use blogs get 67% more leads than those who do not. If you don’t have a blog yet then get up and start one at this moment, well, maybe after reading this article. To begin with, research topics and keywords. For the latter you can use Keyword Planner offered by Google Adwords, which will help you find sets of keywords that historically have been performing well. With this wonderful tool, you’ll definitely take your blog to a whole new level. After you’re done researching, proceed to create an interesting article that will be a helping hand for your visitors. Write about something that is trendy, for instance if it’s Olympic Games season you can connect your blog posts to it. In case you do have one already, then work on it constantly, make it more engaging and informative to better connect with your visitors.

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N4 Title Tags and Meta Descriptions

This last element is more of a click-through and SEO-related one. Both the title tag and the meta description need to have the relevant keywords for search engines to understand what the page is about. But it doesn’t mean that quality keywords are enough. Guess what, content matters too, and a lot. Meta description is a brief summary of what users will see on your website. So, if it’s not catchy enough, then bye, bye clicks and conversions. Take a look at some of these elements that form a good meta description:

  • 135 – 160 characters,
  • Match the content of the website,
  • It’s descriptive, yet a little mysterious.

As for the title tag, it’s the HTML element on search engine result pages that indicates the title of a web page. Effective title tags have the following things in common:

  • 50-60 characters,
  • Don’t contain too many SEO keyword,
  • Are unique and not copied from other websites,
  • Correspond with your brand and are easy to understand.

A quick recap

You could try to have your potential clients stay a little longer on your website and go to other pages with cool visuals and mouse-over effects. I am here to tell you that directing all your resources to website design is not smart. The right content is what can work miracles. A nice hook, smooth transitions, and good wording will reduce your bounce rates. Try it! It’s definitely worth taking the leap of faith.

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