We all know that content reigns king, and the quality of the content on your website will determine its overall value to the reader. What we may not understand is the link between the psychological principles of online content and the response generated by the reader. Below is a look at some of elements to keep in mind when you are generating content for your website.

• If a potential buyer is involved in a conflict between their emotions or their intellect, the emotions will win. It’s your job as the content producer to either make this principle work for you or to avoid such a conflict.

• People tend to seek easy formulas to make complexity simpler. Any factor-benefit, feature, or otherwise-that creates confusion regarding your web content should be dropped from awareness, no matter how great it seems. This applies to selling as well as non-selling factors.

• Negative ideas can be misunderstood and take longer to interpret. Avoid negatives in your web content; Don’t introduce problems that didn’t already exist in the potential customer’s mind, even if you see your product or service as the solution to it. That will also create confusion, and it can un-sell what you already may have sold.

• People’s responses are usually in direct proportion to that with which they personally identify. Don’t assume that just because you know something about your product or service, your potential customer will too. On the other hand, NEVER assume that your prospects know nothing-never talk down to them.

• Use concrete words and ideas throughout your web content. They’re more easily remembered, understood, and recalled. The more specific and to-the-point you can be, the better. Solid facts outsell generalities, half-truths (or no-truths) and clichés every time (except in politics). Talk directly to your potential user in your content. Use the words “you” and “your” freely.

• People tend to hear, read, and more clearly understand words they’re familiar with. Simple, common, and the familiar will always get a better response than clever, different, and unusual ones.

• People feel more comfortable if they know they’re doing what others have done. Personal testimonials add credibility to your web content.

• People actually respond best if there’s a deadline imposed. Creating a sense of urgency (like a limited offer) will get a better response.

• People don’t pay 100% attention to what they see, hear and read. Many glance instead of read, taking in only fragments of information during any given time. The average attention span is 10-20 seconds at best. Your web content has to capture people’s attention within the first three seconds. Convey your message simply and quickly with slogans, metaphors or jingles.

• Don’t make absolute claims in your web site that seem too good to be true. People doubt the seemingly perfect.

• Most people prefer gradual improvements to either major changes or no change at all. Focus on how what you offer is better or makes things better.

And before you write:

Do Not Become Overwhelmed - It is important that your content flows naturally. If you are not comfortable factoring in the psychological elements, hire a freelance writer to handle the task for you.

Think about it first-Analyze your product or service carefully. What are its best features? What makes it unique? How will it improve the potential customer’s life or business? What are the benefits of the product or service that only you alone can offer?

Be sure to emphasize the number one benefit in your web content (or copy); Use the headline to get attention, but remember, don’t overdo it.