Before you write new content, take a look at your old content

As a writer, blogger or copywriter, you may be relying heavily on the belief that well-written content is enough and therefore, cannot be significantly improved once published.

Rather than constantly churning out page after page of content, I suggest you look at your top pages and look for ways to improve them. If your bounce rates on top pages are high, chances are you’re not learning enough from your logs and will just create more pages with high bounce rates.

This never ending tea poppin’ doe

My suggestion is that you think multi-dimensionally. It’s not just the words on the page, it’s the total user experience. Here are just a few of the many dimensions you can address:

Length – the widely held belief now is that longer is better, but I suggest that you be respectful of people’s time get to the point
Usefulness – trim the filler and expand upon what’s actually useful
Tone / Voice – try being positive, negative, sarcastic, optimistic, elitist or a commoner
Ease of use – make readers work less


Ease of use is really the big one. Writers, bloggers and copywriters have only recently started taking ownership of UX.


  • Maybe what you’ve written is great but you’ve overestimated readers’ attention spans / time available to consume / commitment to your clients’ brands  (especially in cases where you’ve written big / long content)
  • Visuals make content easier to digest, provide visual breaks and increase scan-ability
  • How can you make your content interactive?
    • Is there a plug-in to add comment boxes inline with article content similar to Medium?
    • Can you mimic this behavior using existing tech like forms placed inline with content that act as micro lead generators?
    • Can you add CTA breaks that ask commenters for their thoughts mid-way through?
  • And don’t forget … video, video, video

All these things can increase time spent on page and lower bounce rate.

What have you learned from your bounce rates?



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