Content Writing

Your content is everything you say in all ways that touch people:

Your content should be useful, usable, clear in purpose, and speak to your users (personas), in a simple concise ‘conversational’ manner.

Most people won’t come to your website to stay and read complex articles in long text blocks, or unnecessary instructions and pages full of links; users want you to simply satisfy their goals, to answer their question, to do a task or to solve a problem.

Users will usually skim pages looking for highlighted keywords, meaningful headings, short paragraphs and scannable lists, and they’ll skip the content that’s irrelevant to them:

• 55% of all page views get less than 15 seconds of attention (Chartbeat). What’s more, it seems to be no correlation between sharing and scrolling: people readily share your articles even without reading them – You Won’t Finish This Article.
• Jakob Nielsen’s 2008 study concluded that less than 20% of the text content is actually read on an average web page.
• In another usability test, Nielsen tested different wording styles for a website. Concise, scannable and objective copywriting resulted in 124% better usability.
• The pattern in which people consume online content isn’t your typical left-to-right reading that you learned in school — rather, it’s an “F” shape that indicates users aren’t reading your content thoroughly (Jakob Nielsen).
• In a usability study, Gerry McGovern discovered that only 1 out of 15 users could locate a specific piece of information that was not scannable placed on the page.
• Steve Krug claims in Don’t Make Me Think that one of the most important facts about web users is that they don’t read, they scan.

SEO and Online Marketing

Search Engine Optimization (SEO) is the process used to improve website positioning (ranking) on the web’s search engines organic (unpaid) results. The specific goal is to have the site listed among the first results for searches on particular keywords. Increased visibility more often leads to an increase of customers or end product users.

As part of designing the best User Experience, Trixel Digital can help structure your content based on your users and how they’re trying to find you, and we’ll research your competition and industry to help get ahead.

Social Media

Social media marketing is the use of social media platforms such as Facebook, Twitter, LinkedIn, YouTube, and Instagram and websites to promote a product or service.

Social media is more than a marketing opportunity, it can be a great place to converse with your current or prospective customers or users.

As with any content strategy incorporating great user experience:

• you need to know who your audience is and their needs
• if and how they want you to interact with them
• do you have the correct people in-house to manage the conversation?
• do you have the time and commitment to building a loyal following?

We can help you get the best out of your social media participation, help you structure your social media plans, ideas to promote events, and ways to boost customer loyalty.