Make your website stickier with more first-person content from customers

Posted: November 20, 2012 in content creation, customers/buyers, marketing, vendors, web traffic, websites
Tags: , , , , , ,
Royalty Free Stock Image: Website Traffic Concept. Image: 15411636

© |

There is more than one way to write a case study, AKA application story, for proud posting on your web site. One that deserves more consideration in today’s skeptical marketplace is the straight, no-frills interview with a hard-nosed buyer.  Somebody your reader can immediately relate to and identify with. Ideally, a person who’s the hands-on user of highest-rank in the purchase decision chain.

More and more feature stories you see in the general media today, usually outside of business and technology, let the subject of the story do the talking without the filter of the intermediary’s flourishes. In Web 2.0-speak, this is about “authenticity”.  To our way of thinking, it’s just a more intimate, engaging and compelling way to tell the story of your product’s application. The key is to avoid softball questions.  Ask the candid, no-nonsense questions a third-party market researcher would pose. Or a veteran moderator of a focus group.  “What did you like about this product?”  “What made you hesitate?” “Why?”  What overcame your hesitation?” 

Another way is to use interview technique, but written in the first-person style under the interviewee’s by-line. Along with a product illustration, use the author’s photo. If all of this seems like a close relative of the website video it’s because it is.  Research shows that your site visitors spend about 30 seconds checking out your wares.  Make it stickier. And do A/B testing of the pages.  First-person testimonials may well do the trick of holding–and converting–more readers.

What are you doing to make your site’s content more engaging and likely to convert more visitors to buyers?

(When he’s not posting on this blog, Stan DeVaughn sees that technology companies place priority on customer value in their marketing content and communications.  You can also read him on The Write Stuff, the blog of technology writing service Write Angle.)


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s