It is brilliant to see brands producing great content for their audiences. BUT – and that’s a rather large “but” – what’s not so great is the volume of users that digest that great content, then leave without any further interactions with the brand. What was the point of all that content?

Having audited more than 50 websites over the last two and a half years, the reality of what we’re seeing isn’t so good:

1) Your content has poor levels of actual engagement.

2) Your content has a higher bounce rate than your homepage does.

3) Brands don’t have proper goals (data capture/ lead conversion) for these pages.

So – how do we make content more engaging? At the end of the day, the aim of content doesn’t change – you still need to inform the user about a topic. But, we also want users to remember the brand who provided them with that useful content.

You need to entice the reader with your info, but leave them wanting to learn more about the brand who provided the content.

What’s the point of writing content for a blog?

People will tell you that a blog is all about SEO – and there’s definitely merit in that. However, we’re talking about content designed to be read by humans too, not just by robots.

The AIDA model
Source: Smart Insights

Take the AIDA model above. The aim here is to move the user through the research and browsing phase (awareness and interest) and onto the buying phase (action). The content you create is content that could aim to educate and nurture the user. It’s all about trust.

That’s where we need to learn from other practices in digital – let’s look to paid search for inspiration.

Treat content like a paid search landing page

Serve content up as usual, but place tactical messaging, video and other pieces of content around the page.

This content calls out to the user why THIS brand may be able to help them the best. The important part here is getting the prominence on the page, the language and the tone of the messaging right.

Let’s not get sales-y. This is not a hard sell to push a product or service at this moment in time. The user isn’t ready for that yet.

Use a “data capture” device to give more to the user

In exchange for a little piece of data – just a name and an email – a brand could offer its users a guide, a video or access to similar content.

Once the data is collected, an automated set of emails could be sent over a period of time to that user. Again, the content is never pushing for sales. It’s providing more valuable content to remember you by!


Essentially, there needs to be good balance between the primary goal (i.e. serving up good content) and the secondary goal of intriguing the user about a brand and its services. Trust comes first, whether that’s trust in your content or everything on-page but the content.

Have your say

What do you think? Have you tested this approach? It’d be great to hear about your experiences.

Or, if you’re thinking about how to try content landing pages for your website, chat to us. Our insights, customer research ability and proven successes could help your website reach the next level and beyond.

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