20 Ways to Get More Website Hits. Number 11 Blew My Mind!
Does this headline look familiar? It should, even if only a fraction of your time is spent browsing the Internet.
It’s headlines like these that gets scores of people visiting websites every day. You see them on Facebook, Twitter, even LinkedIn. They spread faster than a plague and are near impossible to avoid.
And you’ve probably never clicked on one, right?
Admit it, you’ve fallen prey to at least one (or a hundred) in your lifetime. No matter how many times you swore up and down that you’d never take the bait, eventually, and inevitably, one of these headlines spoke to you on a certain level.
You just had to see what the deal was.
And after reading perhaps a sentence, a paragraph, maybe even the whole darn list, you came to the conclusion that the whole blog post was a complete waste of time.
Then, like any sane person would, you swore that you’d never fall for a clickbait headline again.
But you did, didn’t you?
The Bait Goes on and On
After reading a dozen more article with clickbait headlines, you likely came to the realization that they actually work and eventually, you started using them on your company blog.
How could you not? They are snappy, edgy and they really pop! They represent all the things you want in a headline.
Yet after using them for quite some time you haven’t seen an increase in conversions.
How can this be? These headlines are getting plenty of people to visit your website, yet your conversions have flatlined.
Why is This?
It’s because the content that usually follows these headlines isn’t worth the miniscule amount of space it takes up on your website. When click comes to shove, it’s content that sells, not headlines.
Unless your business goal is to generate revenue based on ad impressions (e.g. Upworthy, ViralNova, Distractify, etc.), you need to provide something of substance to your readers before attempting to convert.
Headlines Matter, But Not Really…
I’m not here to endlessly bash headlines like these, no matter how vomit-inducing I find them to be. Nor will I berate the people who use them ad nauseum. What I will put forth is that, while headlines get you site visits, it’s content that gets you shares, content that engages your customers and content that sells your product or service.
I’ll say it once more: content sells, headlines don’t.
When people are fooled by click-bait headlines, only to discover that they lead to less than desirable content, it makes them lose confidence in your business, which in turn makes them less likely to convert or share your posts. Your content should always be designed with the user in mind. Not a search engine.
But don’t take my word for it, take Google’s.
Easier Said Than Done
So how does one go about creating content that people actually want to read? The trick is to know your consumers inside and out.
Ask yourself some of the following questions before crafting the perfect blog post for your users:
- What are the concerns that your customers have about your business/industry? How can you address those concerns within your content?
- What keywords are your potential customers likely to search? How can you incorporate those keywords into your content?
- How can you make this blog post about the user?
Try addressing them as an authority in order to earn their trust. Provide them with vital information that they will want to share with others. This is how you establish yourself as an influential voice in your industry.
Keep it Fun and Easy to Read
People share content that entertains and enlightens. If done right, by the time the consumer reaches your call to action, they will be far more likely to make a conversion (or at least share it with a friend). The trick is making them feel as if they have already gained something by reading your blog.
You have to walk the line between professional and casual conversation. Don’t speak with an uptight tone in your blog posts, instead try to keep it loose and easy to read, digest and share.
And remember: content converts, headlines don’t.