Developing high retention web content for your business

Image by Tumisu from Pixabay

By Henry Brown

You put a lot of time into creating an effective small business website, so it’s important to spend that time focusing on the right things. One of the most crucial factors that search engine algorithms look at when deciding how to rank your pages and posts is bounce rate. Bounce rate is how long a user remains at your site before clicking out of it. A low bounce rate will adversely affect your SEO score, and your rank. Therefore, it becomes necessary to develop high retention web content for your continued online business growth.

Create a connection

User engagement at any level is based on emotion. A prospective client will not stay on your blog or view a whole video unless they feel something. The feeling doesn’t need to be strong, and it can be left or right brain. For example, most people read a blog for new information.

So, offer something new that your competitors do not. As a video content developer, digital marketing and video production company services are a great help. Marketing agencies understand data interpretation and how it relates to an audience.

Know your audience

Identifying and playing to your primary audience is a top priority when developing content. There are many methods of acquiring such information. One of the simplest is with website data analytics. Google Data Analytics provides comprehensive information about each page of your site.

Such data includes users by geographic location, peak times, and devices used. User retention times are also available. Yet you can focus your content further with social media analysis. For example, Facebook and Twitter provide demographic tools with age, gender, and interests data.

Provide an alternate perspective

For generating content that retains user attention and converts leads to sales, it is critical that you include an outside perspective to which prospects can relate. Fortunately, the nature of the web’s content, such as blogs and video sites, makes this easy. These include:

– Comments section

– Reviews

– Testimonials

– Guest reviews

Comments are an excellent source for gauging real-time user information. And testimonials should always be included, even if they are negative. For example, studies find that users are less likely to purchase should a product page contain only positive reviews.

Control information flow

The flow of content is vital for keeping a user engaged and willing to read, scroll or watch until the end. Yet you can implement some pretty easy techniques to keep your content exciting. For example, always break up the text by keeping paragraphs short and labeled with relevant headings and subheadings.

Images also work well on blog posts as they break the monotony of long pieces of text. In addition, video embeds are an excellent way of demonstrating a product and proving what you wrote about. However, all related media should be relevant to the text.

Stay relevant

Relevancy is vital when it comes to web content. It is pretty much the concept around which the world wide web search engine paradigm is built. Relevancy is the key to effective search engine optimization (SEO), which is the lifeblood of an online business.

When a user searches a query, Google and other search engines scan web pages and display results based on the relevance of a page or post to the search term. Therefore, you will increase your chances of organic traffic to your blog or company website by keeping your content relevant to your niche or business.


Henry Brown is an online marketing executive. When he isn’t talking shop, he’s roaming the streets of London, uncovering the extra-ordinary in the ordinary.

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