We don’t often realize this, but we can train our website content to do tricks. Unfortunately, most website content just lays around all day. This is why you see high bounce rates and poor conversion rates on so many websites. About the only “trick” this content knows how to do is to roll-over and play dead. But, those aren’t tricks at all. The opossum that streaked across the highway after getting hit by a truck can do that!
What I’m talking about is teaching your content how to “engage”, “inform”, “speak” (call to action), and “convert”. Teach these tricks to your content and you’ll see a whole new level of performance on your website.