Your prospects gather their own information about your MSP company, which makes it more important than ever to command their attention. Before you publish your content, make sure you know how your audience reads.
The thing is they don’t read web copy the same way they read the latest best seller. They’re not sitting in a comfy chair, sipping coffee while immersed in their novel.
Most likely, they’re sitting at their computer on their mobile devices scanning web pages for the information they need. The quicker they find it, the happier they’ll be.
So how do you give them the content they need in the shortest time?
Make It Easy
Keep your content concise. Don’t overload it with adjectives and adverbs. Your prospects are busy people who hope to solve a problem. They don’t want to sort through long sentences and paragraphs to find what they need.
Instead of thinking about your visitors as readers, think about them as scanners. Design your pages so the eye flows over your content. Include engaging headlines, subheads, bullets, white space, and short paragraphs.
Also, keep your language simple, use contractions and avoid exaggerations.
Talk to Your Readers
Write an audience-centred copy. You do this by using the words ”you” and ”your” frequently. Avoid first person use of ”I” and ”we.” Your prospects want to know how they can benefit from your services not hear about how great your company is.
An example of a company-centred copy is: ”The success of our MSP company is known throughout the industry. We provide invaluable services to all our clients.”
An example of an audience-centred copy is: ”If you’re searching for an MSP to help you reach your goals, make sure solving your problems is their top priority.”
You can see how the audience-centred copy is more engaging. It addresses them directly, which also builds trusting relationships. Just write like a human being. This doesn’t mean dumbing down, it means writing so your readers can understand the content quickly.
Optimising your content for SEO means updating regularly. You want people to get the best content with the best internal and external links. Also, don’t forget to include natural anchor text that links back to your homepages.
Also, include relevant primary and secondary keyword phrases, tags and metadata. Always add a front-page CTA and buttons that link to all your social media platforms.
Google ranks your pages by how relevant they are and if you use trustworthy links. Content quality is the key to top-of-the-page search engine ranking.
Make It Your Goal
Writing for the web links your MSP company to your audience like never before. If you get it right, it gives you the chance to engage your audience. This builds a personal connection with them and strengthens brand awareness. So, learn to write scannable content that keeps your audience reading.