Increasing User Engagement on Content-Driven Websites

What is a Content-Driven Website?

A content-driven website is one that prioritizes meeting the needs of its visitors. Rather than simply showcasing attractive visuals, these websites focus on providing valuable information that users seek. The goal is to ensure that visitors easily find the content they are looking for.

Examples from Bejamas Portfolio of Content-Driven Websites

Alpro: The Alpro website is rich with recipes, lifestyle content, and product information, all aimed at promoting plant-based eating. Its purpose is to inspire people to start a plant-based journey and support those already on this path by offering a variety of recipes using Alpro products. Although direct purchasing is not available on the site, users in certain countries can search for products at other retailers.

Big Green Egg: The UK site for Big Green Egg, a manufacturer of high-quality ceramic grills and accessories, is another excellent example. While the site’s main focus is on product sales and customization, it also offers a wealth of engaging and informative content, making it more than just an online store.

How to Increase User Engagement on Content-Driven Websites

In content-driven websites like Alpro or Big Green Egg, user engagement and brand awareness are crucial for boosting conversion rates. Here are some effective techniques:

Direct Communication and Feedback: Constantly review and seek feedback on your website’s content. Contact forms, feedback widgets, and surveys displayed during a user’s visit can provide valuable insights into what works and what needs improvement. Engaging users through direct communication helps build stronger relationships with your audience.

Rating: Encouraging users to rate content, such as recipes, is a great way to engage them while gathering feedback. Comment sections are also effective, allowing users to share their thoughts and experiences.

Example of rating content on the Alpro website.

User-Generated Content: Integrating social media, like showcasing Instagram photos featuring your brand’s products, can significantly boost engagement. This approach, used by Big Green Egg, allows users to connect with the lifestyle your brand promotes.

Example of user generated content (Instagram) on the Big Green Egg website.

Suggest Related Content: To keep users engaged and increase their time on your site, suggest related content based on their behavior. This strategy helps maintain their interest and encourages them to explore more pages.

Example of how we can suggest related content to increase user engagement.

Personalization: Personalization is key to driving user engagement. Offering personalized content and experiences, such as through customer accounts, makes users feel more connected to your brand. The Big Green Egg site uses this technique effectively by offering personalized recommendations and experiences.

Exclusiveness: Creating a sense of exclusivity, such as through members-only discounts or clubs, can increase user engagement. This taps into the human need for belonging, making users feel like part of a privileged group.

Example of personalization and exclusiveness on the Big Green Egg customer portal.

Avoid Design Mistakes: User engagement is closely tied to the time they spend on your site. Ensuring that your content is easy to read, with proper paragraph lengths, adequate line spacing, and sufficient text contrast, is essential. Adding a table of contents can also help users navigate longer articles, especially on mobile devices.

Diversify Content: Offering a variety of content types—such as videos, news, and podcasts—can keep users engaged. Each type of content has its own appeal, and presenting them in interesting ways can make your site more dynamic and engaging.

Clear Navigation: Clear, intuitive navigation is essential for helping users find what they’re looking for. Avoid overly complicated menus and ensure that the most popular content is easy to access.

Content Filtering: Effective content filtering allows users to easily find relevant information, particularly on content-heavy sites. For example, offering filters on a recipes page can help users quickly find the recipes that interest them most.

Create Community: Encouraging users to leave comments and reviews fosters a sense of community. This not only boosts engagement but also builds trust—92% of consumers read online reviews before making a purchase, and 72% say positive reviews increase their trust in a business (source).

Partnerships: Collaborating with other brands can increase engagement through brand recognition. For instance, Big Green Egg partners with famous chefs who create recipes using their products, enhancing user interest and trust.

Regular Updates: Keeping your content fresh is crucial for maintaining engagement. Regular updates and new content releases, announced via newsletters, keep users coming back for more.

Location-Specific Content: For global brands like Alpro, tailoring content to specific regions or countries is important. This approach ensures that content is culturally relevant and resonates with the local audience.

Mobile-Friendly Design: With a growing number of users accessing websites via mobile devices, it’s essential to ensure that your site is mobile-friendly. Fast loading times, easy navigation, and responsive design are key to keeping mobile users engaged.

High-Quality Content: Regularly publishing high-quality content not only keeps users engaged but also improves your site’s SEO, driving more traffic. The better the content, the more likely users are to return and stay longer on your site.

Supporting Your Website’s Growth with Bejamas

Bejamas has a proven track record of increasing user engagement for content-driven websites. For example:

Conclusion

Making your content-driven website more engaging starts with understanding what your visitors are looking for. By keeping your site easy to use, adding content that feels personal, and updating it regularly, you can keep people interested and encourage them to return. Whether you’re sharing recipes or grilling tips, the main goal is to offer content that really connects with your users. With some smart strategies and support from Bejamas, your website can become a place where people enjoy spending their time.