Simple ways to improve dwell time on your B2B website

Web search tools such as Google, like your B2B website more if people spend time on it rather than having a quick look. It’s a sign that your website is useful and interesting and content can play an important role in this.

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First of all Google et al check your site to see if there is new content being published regularly, so having a regular flow of news, blogs posts, insight – whatever form your content takes – is a key part of optimising your site for search (SEO).

Your B2B website is also monitored for the time visitors spend on it which is often referred to as ‘dwell time’ or just ‘dwell’.

Having good quality, relevant content to read is, of course, important but also having some longer pieces helps.

It is good practice to include an image or photo with all content – it not only helps tell the story but can help grab readers attention if they are scrolling.

Longer pieces can additionally be broken up with subheads, infographics, pull quotes etc all of which can also help grab attention and keep readers engaged.

(There’s a practical reason too, big blocks of text are harder to read on screen.)

Interaction – engagement – with your B2B content can also increase dwell time so you could allow people to comment on your posts.

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Tips for writing crisp and concise B2B content

Do you know how to sharpen your writing, make it crisp, focused and to the point?

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In journalism, we talk about ‘tightening-up copy’ or making it ‘punchy’.

Copy that is ‘wordy’ or ‘flabby’ can quickly lose readers’ interest.

And there are a few easy ways to make sure that your writing is concise.

First is to look for unnecessary words such as ‘actually’ and ‘really’. Or instances when you can use one word instead of three such as ‘in order to’ instead of ‘to’.

I’m working on a big editing project at the moment, it’s several thousand words long and needs cutting back.

The initial sweep through will inevitably pick up a good handful of unnecessary words that can easily be cut out.

They can creep in when you are writing copy from scratch but as long as you know how to spot them when you review your copy it doesn’t matter.

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Ways to avoid using the word ‘delighted’ in press releases

My blog post on what a press release is and isn’t got a lot of comments over on LinkedIn about the use of the word ‘delighted’ – or rather why people disliked it.

So I thought I’d write a quick guide to how you can avoid saying you are ‘delighted’ in your press release.

Photo by Brett Jordan on Unsplash

To quickly recap why it shouldn’t be used, no one expects you NOT to be delighted (or cares that you are).

And it’s a waste of an opportunity to say something more interesting and meaningful – which is more likely to get used by a journalist.

So I’ve come up with some quick ways to avoid saying you are ‘delighted’ and add more value to your press release quotes.

These are mostly property focused (because that’s the industry I work with) but the underlying ideas are interchangeable for all sorts of businesses:

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Why you should park the ego when writing B2B content

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Photo by Kaitlyn Baker on Unsplash

B2B content writing is an exercise in parking the ego.

There’s a lot of talk about content that adds value but in order to add value, you need to focus on your target audience and what is valuable and interesting to them.

It’s not about putting yourself and business first but putting your audience – and the point of interest – first.

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