How to develop engaging, edgy content that draws customers to your website and keeps them coming back for more.
Content may be king, but provocative content is the ace.
Your website has only seconds to capture interest. Think about articles you’ve read, speeches you’ve heard, books you’ve begun. The initial exposure helps people determine whether they want to spend more time reading, listening or viewing. There is simply too much competition for time to expect that people will invest too much of theirs in trying to overcome a tepid introduction.
Provocative content for an accounting firm may include six reasons you’re paying too much in tax; why the top line is more important than the bottom line; and how to get your clients to offer to pay you more than you ask. You have to be edgy, but not poke someone in the eye. You have to be willing to challenge and amuse, while not bragging or boasting. Your site, and particularly your homepage, should be provocative enough to be memorable and cause others to tell colleagues, “You ought to visit this site.”
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