3 web content tactics to increase dwell times

Dwell times can directly correlate to more conversions and sales. If your target audience is spending a significant amount of time on your site, you know that it is working. You have a greater chance to educate them about your products and services. They are clearly interested in what your company has to offer, so there is a greater likelihood that they will make a purchase–or at least take other proactive steps, like signing up for a newsletter.

Therefore, if you see that your site tends to have relatively short dwell times, it may be something you need to address. There are a few ways that your content can directly affect how long a person spends on your site after navigating to it. This is true whether they clicked a pay-per-click ad, navigated through social media or found your site organically through a search engine. Below are three examples of tactics you can use to increase these dwell times.

1. Ensure content matches expectations

First and foremost, you need to make sure that the content on your page matches the expectations of your audience. When it does not, this often leads to a relatively high bounce rate. Based on the keywords, someone thought that the page was going to provide them with very different information. It only takes them a few seconds to realize that it is not actually what they need. They quickly navigate away and search for better results.

This is often an SEO issue. You need to choose the correct keywords when doing search engine optimization. Simply choosing the most popular keywords is not always the best option. Even though these words get a lot of searches, if they give your target audience a false impression about the content on your site, they are not going to be effective. You may be better off with keywords that get less overall traffic, but that more closely connect to your actual content.

It is also important to remember that keywords do change over time. The types of terms that your audience is using may have shifted. If your search engine optimization tactics are outdated, it could be time to refresh your content.

2. Improve readability

Another thing to consider is the readability of the site. Even if the keywords are correct and the site’s content does provide the user with what they need, low readability can make them navigate away. A classic example is when you simply have a large wall of text. Even if it is technically useful, it is too daunting for the reader. They are not going to take the time to wade through the content.

One way to increase readability is to ensure that you are writing at the correct reading level. Try to keep content simple. Use relatively short sentences. Avoid industry jargon unless it is necessary.

You also want to think about how the content looks on the page. Add white space, headings and page breaks that can break up your content. Consider adding videos, graphics or pictures.

Essentially, you want to write content that is informative, but that is also easy to read and especially easy to scan. Do not make the reader feel like they have to work for the information they are after. Give it to them as easily as possible, and they will spend more time reading your content.

3. Write the type of content your target audience invests in

Finally, identify the type of content your target audience is willing to invest time in. What are they looking for? What do they think is valuable?

For instance, if they are interested in learning something, you should focus on educational content. They may want to learn more about your products or services. Their curiosity keeps them on the page.

The audience may also have a more commercial intent. They already want to buy a product. The content on your page should help them compare products, identify key value propositions and things of this nature. This can also be linked to comparison shopping, where they simply want to browse your products. They’re looking for key details to help them make a decision.

Finally, your audience may be looking for useful information, perhaps that they can share. This is common on social media profiles. Information that is informative or humorous tends to get shared most often.

Addressing your content needs

Here at Content Customs, we can help you consider what your content needs to be successful. We work on increasing dwell times and customer interactions. Our experienced team knows that every situation is unique and will work closely with you to find solutions. Reach out to us today to learn more about our services regarding search engine optimization, content creation and much more.