If you are struggling to convert the traffic that comes through your website into loyal paying customers, there are a large number of factors for you to consider. However, in this article we’re going to focus specifically on managing user expectations. How can doing so make your content even more satisfying and (hopefully) give your conversions a boost? Read on and let’s find out…
What is meant by ‘managing user expectations?’
Managing user expectations refers to understanding your target audience and the traffic that is likely to be finding your website when conducting a Google search – and accommodating them accordingly.
If your website visitors are satisfied with the information they find on your website and the desired outcome is achieved, you’ll be on the right path.
However, if some of your website traffic is unqualified and largely irrelevant, not only will they have a less than satisfying experience, but the likelihood of them converting into business will be significantly lower.
The same applies with the overall UX design. The modern consumer has come to expect a certain level of quality and if they have to wait for 10 seconds for your website to load or have difficulty navigating their way to the appropriate information, it will reflect poorly on your brand.
How can you manage user expectations?
So, how can you go about managing user expectations successfully?
It all begins with proper keyword research – and thoroughly understanding the ‘search intent’ behind those keywords.
For example, when someone types your focus keywords into Google, what is their aim? What are the desired outcomes they are hoping to achieve when actively typing those phrases into Google?
If you don’t fully understand the search intent, it will be difficult to meet their expectations in your website copy.
Take the keyword ‘SEO agency Dubai’ as an example. If someone types that into Google, it is fair to assume that they are looking to research the various SEO agencies available in their location.
If they were to click on that link and end up on a blog post about the benefits of SEO, then it likely isn’t going to meet their expectations. This is because if they were interested in learning more about the benefits of SEO, it would have been made clearer in their Google search.
You must have a thorough understanding of the search intent behind each focus keyword and tailor your content accordingly.
- What tone and language style will best resonate with them?
- What are their biggest pain points and how can you aggravate that?
- Then, what kind of solution can you offer them?
The aim of effective copywriting is to take your readers on a journey of sorts and guide them toward all of the information they desire (or indeed, never knew they needed).
If you manage to master this aspect of your onsite optimization, you’ll provide a far more satisfying on-page experience and that will be reflected in your conversions.
Not only that, but by meeting user expectations, you’ll have a far lower bounce rate and users will be inclined to spend more time on your website – all of which are positive ranking signals that indicate to Google that yours is a relevant and satisfying website worth rewarding with even greater visibility.