• Engaging Content: How to Increase Web Traffic and Reduce Bounce Rate

Creating engaging content is critical if you want to attract people to your website and keep them on the site once they get there.  This article will outline four tips to help you create relevant content that will captivate your audience.

Engaging content

First off, let’s define what a bounce rate is to make sure we all start on the same page. Bounce rate refers to the percentage of website visitors who just saw the first page they landed on when visiting your website and then decided to “bounce” or go off to other places on the web. It’s a measure of how relevant a web page’s content was for the visitor. You want to keep this number as low as possible.

Now that we’ve explained what a bounce rate is, we can focus on how to reduce it. A side benefit of following these simple steps is that they will also attract more visitors to your site.


  • Connect with customers: if you want to improve your website traffic and engagement, you have to be sure you’re generating content that’s interesting and relevant to your audience (not just the author). This content can take the form of blogs, whitepapers, articles or simply product descriptions and reviews. In any case, it’s critical that you step back and think about the conversations that you have with your current customers: What types of questions are they asking? What are they interested in learning about? What problems are they having? Once you have some good topics to write about, make it easy and fun for them to consume your content. Think of the old days, when you would find a business owner spending lots of time with customers just telling stories and showcasing the benefits of what they were offering. Do the same thing; tell a story, make it interesting and more importantly be yourself. This will make your content more engaging and it will also make it easier for you to sit down and write.
  • Make sure you’re using the right keywords in the headings of your web pages: this helps search engines identify the content of that page and will drive the type of traffic that gets to your website. If you’re careful and use keywords that are relevant for your business or your industry, you can ensure that the people who click to visit your website will find something highly related to what they were looking for. Another tip is to anticipate what your customers will be looking for. Many times it can be something along the lines of: “7 tips to…” or “Best ways to…“ This type of structure is very attractive to readers because it very clearly states what the content is about. It will also eventually help you rank better in search engines because of the smart use of relevant keywords.
  • Use images and videos to help visitors understand what your website is all about: You may have heard this from us before: a picture is worth a thousand words; and you’ll keep hearing it, because it’s true. Make your website inviting and use images to describe and engage with your visitors. Videos are another easy way to quickly show a visitor your products, services or mission. Take advantage of these visual aids to make sure you get your message across. Nowadays snapping a picture or filming a video is as simple as taking out your phone and clicking a button – so there’s no excuse!
  • Use a structure and lots of whitespace: It can be very intimidating to click on a link and be confronted with a wall of text. You know this because you’ve been there, it’s just easier to click on “back” to find other sites that are more inviting. On top of using lots of images and a clean layout, we also recommend using headings, bullets and whitespace. It might seem counter intuitive but whitespace helps to remove the clutter and to make the content more inviting to your readers. Finally, be creative and use bold or underline to make things stand out.


We hope these tips help you increase your web traffic and reduce your bounce rate. They might seem simple, but that doesn’t mean they’re not powerful. Go ahead and start generating amazing content for your website.


Image: Idea go / FreeDigitalPhotos.net

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