Last Updated on April 7, 2024
Attention spans online are shorter than ever. But fear not – repetition is your website’s secret weapon.
By strategically repeating your key message throughout your site, you can ensure it cuts through the clutter and lands with your visitors.
And remember – you have seen your copy a hundred times. It might seem repetitive, but you are not your audience. Get another set of eyes.
“Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.” David Ogilvy
https://www.london.edu/think/business-heroes-david-ogilvy-the-father-of-modern-advertising
People skim. Attention spans are fleeting.
We have an incredible amount of material in front of us – all of the time! We are overloaded. Repetition is crucial for websites, just like it is for successful direct mail campaigns. A strong idea deserves to be emphasized so it doesn’t get lost in the noise.
Remember the 10% rule: From 100,000 people searching for what you sell, 10,000 will see your website in the SERPs. 1,000 will click on the snippet. 100 will scroll down your web page and see what you are selling. 10 will remember it. That’s far from duplicate content.
Repetition builds memory.
Imagine a website visitor scanning headlines and images. A single mention of your key selling point (USP) might fly right by. But by strategically repeating (or rephrasing) your message throughout the site, you increase the chance it sticks.
Think of repetition like a multi-channel marketing campaign on a single page.
- Headline: Grab attention with a clear, concise statement of your USP.
- Subheadings: Reinforce the main idea with different wording throughout the page.
- Body Text: Explain your USP in more detail and provide supporting evidence.
- Calls to Action: Clearly state your desired visitor action, echoing the USP.
Don’t be afraid to get creative.
Repetition doesn’t have to be monotonous. Use different wording, visuals, and storytelling to keep visitors engaged while driving home your core message.
By the time a visitor reaches the end of the page, your USP should be firmly lodged in their mind. This increases the chances of conversion and paves the way for future brand loyalty.
So, repeat with confidence! Your message deserves to be heard, and repetition is the key to making sure it doesn’t get lost in the digital noise.
Wait. I heard duplicate content is bad.
What about SEO? And what about AI tools? Repetition, like keyword stuffing and too many links, is bad. Using content that already exists without due diligence is bad. Too much vitamin C is bad. Too much of a good thing can turn it into a bad thing.
AI Tools: It is important to note that AI tools do not intentionally duplicate content and that the model responses depend on the input and context. Avoid duplicate content by checking that in Bard or ChatGPT. Check in Google. Do your due diligence.
SEO: According to Matt Cutts, 25% to 30% of the web consists of duplicate content. According to him, Google doesn’t consider duplicate content as spam if the intention is not to mislead. www.stanventures.com
Using Content Wisely: The same content on different websites is actually different duplicate content. The same is different. How?
- + Different context
- + Different function
- + Different customer journey
- + Different tweeks and twerks
- + Different font style
Thanks to https://unsplash.com/@bylinhnguyen for the article image.