Want to know the common denominator shared among all of the web’s leading websites? It’s unique, high-quality content. Without this there is no reason for people or search engines to visit your site. How do you ensure your content is desirable? One way is to focus on the “perceived value” of the material.
What Is Perceived Value?
Perceived value can best be described as the worth of your content from a visitor’s perspective. When a visitor views your site’s content as being valuable to them, they will feel more comfortable and confident interacting with your site.
This may include signing up for your email newsletter, purchasing a product or service, clicking on links, visiting your sponsors’ sites, etc. So, what steps can you take to enhance the perceived value of your site’s content?
Communicate Using Your Natural Voice
I know what you’re probably thinking: how am I supposed to communicate using my voice in a text-based article or blog post? No, it doesn’t involve recording yourself while you speak and uploading it to your site. That being said, you can upload brief videos of yourself talking about your company — just make sure they look professional.
Rather, you should write in the same way in which you normally speak. Writing with your natural voice creates a more personal and meaningful connection with readers, which should result in a stronger level of engagement and ultimately a higher perceived value.
Avoid using highly technical lingo and boilerplate jargon when writing content for your website — opt for an easier-to-understand “natural” approach instead.
Create Self-Contained Content
Another helpful tip to enhance the perceived value of your site’s content is to create content that is self-contained. In other words, each piece of content should stand on its own, without relying on other pieces of content to convey its meaning. If a visitor is forced to access several different pages on your site just to understand the meaning of a single article, it may lower your content’s perceived value. Creating self-contained content eliminates this problem and facilitates accessibility of your site’s content to your readers.
Place Yourself in Readers’ Shoes
Sometimes it’s best to take a few steps back to view your site’s content from the perspective of the reader. Ask yourself questions such as:
- What is the reader hoping to find when clicking on a particular article?
- Does the article answer his or her question?
- Is there any extraneous content that’s obscuring the message or weighing the article down?
- Is there anything you can add to the article to help convey its meaning?
Viewing your site’s content from the perspective of a reader can prove invaluable in identifying areas of improvement and enhancing its perceived value.
Create a Sense of Urgency
You can also boost the perceived value of your site’s content by creating a sense of urgency. When readers feel a sense of urgency to click and read an article, they’ll naturally view it as being more valuable. So, how exactly do you create a sense of urgency when writing content? There are several different ways to approach this, although the easiest is to write time-sensitive articles, such as news stories for instance. Search for a keyword associated with your site’s niche on Google News to brainstorm ideas.
Include the “How Tos”
Normally, when a person visits a web-based article or blog post, he or she is searching for an answer to something. As a webmaster, it’s up to you to identify this question and answer it better than your competitors. It doesn’t necessarily have to be structured in the form of a bulleted instruction guide — it’s perfectly fine to incorporate the steps into the story itself so long as the reader is satisfied with the solution you deliver.
Check for Spelling and Grammar Errors
Even the world’s leading bloggers and online writers are bound to make a typo every once in a while. But if your site is consistently riddled with errors, it may lower the perceived value of its content. So before publishing a new piece of content review it thoroughly for both spelling and grammatical typos.
Watch Readers’ Response
Just because you’ve published a piece of content doesn’t mean that it’s finished. In the days, weeks, and even months after the content has been published, analyze its metrics to gain a better understanding of how readers perceive it. Does the content have a low average when it comes to the time a visitor spends on a particular page? If so, it could be indicative of readers not finding what they were looking for. Does the content have a high bounce rate? This too could be a sign of a more serious underlying problem.
Include Expert-Backed References
Regardless of the subject you are writing about, you should include expert-backed information within your site’s content. This includes, but is not limited to, studies, statistics, quotes, figures, tables, reports, and more. Readers may be reluctant to view your site as an authority figure at first. However, if you cite statistics and/or studies from an established source, it will increase the perceived value of your site’s content. Furthermore, such content is useful in encouraging higher search rankings, as Google loves data-driven content.
The Bottom Line
To recap, perceived value is how readers view the “worth” of your site’s content. By focusing your efforts to improve its perceived value, you’ll naturally make your content more appealing, which will subsequently have a positive impact on sales, leads, conversions, and overall engagement.
Have anything else that you wish to add about perceived value? Let us know in the comments section below!
How To Enchance Your Website's Perceived Value
What is your website's perceived value? Learn how to enhance your site with original high-quality content to make it more searchable by readers and search engines.