In the ever-evolving landscape of online business, staying ahead of the curve is crucial.
Zara, from Online Strategy Co, a strategist and SEO expert, shares her predictions for a significant turn in business growth in 2024.

A person using a laptop with a graph on it.

Embracing Authenticity: The New Currency

In recent years, there has been a palpable shift in consumer preferences. People are increasingly seeking authentic and genuine connections, both in their personal lives and in the brands they choose to support. As a result, businesses that prioritise transparency and authenticity are expected to thrive in 2024.

“One of my own business motivators is that I strive to be openly transparent with my clients. If a job is going to be difficult, or might take time for a client to see significant results, I warn them before I start a project – far better for them to be prepared for what to expect!”, Zara explains. “The number of clients who say that this is such a breath of fresh air, so different from other agencies they have used, is remarkable. Many have anecdotal stories of supposedly reputable agencies making promises and then just simply not delivering, to end the contract with a shrug of the shoulders.” Transparency makes business relatable, honest and real. Not every strategy is going to be a clear-cut win – but as long as a client has clear expectations, we know we are working in the same direction with the same goals.

Another key aspect of this shift is the demand for real, relatable content. Rather than polished, robotic copy, consumers are drawn to human-centric narratives. Content that resonates on a personal level and tells a compelling story is likely to engage and retain more customers. In essence, it’s time to drop the robotic tone embrace the voice of real people, and provide honesty and transparency to our clients and customers.

Navigating the Shift: Authentic Copywriting

To succeed in 2024, businesses need to invest in copy that sounds genuine, relatable, and human. This means moving away from content that feels AI-generated and towards text that conveys real emotions, thoughts, and values. Storytelling will play a pivotal role, allowing brands to connect with their audience on a deeper level.

“Narrative style marketing is seeing a huge upswing, which I think will continue into 2024. People like to know that you understand them – not just what they think, but how they feel.” Zara explains.

Creating authentic copy requires more than just words. It involves understanding the pain points, desires, and motivations of your target audience. Address their concerns honestly, and provide solutions that genuinely make their lives better. By doing so, you’ll not only earn their trust but also foster a strong sense of brand loyalty.

User-Friendly Websites: The Path to Success

Another major trend in 2024 is the emphasis on user experience. Businesses that prioritise seamless, user-friendly website design will gain a significant advantage. Users today have little patience for clunky, frustrating websites. They expect a smooth and intuitive experience, from navigation to checkout.

“People are busy, and they are tired. They don’t have time to mess around waiting for loading times or navigating broken links. Even a page load speed of over 4 seconds is known to increase a bounce rate by 25%!” Zara says.

Optimising website usability involves reducing clutter, simplifying navigation, and ensuring fast load times. It also means focusing on mobile responsiveness, as an increasing number of users browse on smartphones and tablets. When your website is a joy to use, customers are more likely to stay, engage, and ultimately convert.

Organic Content over Viral Reels

The chase for viral content is becoming a thing of the past. In 2024, the focus is on creating organic, high-quality content that naturally attracts traffic. This shift reflects the growing importance of search engine optimisation (SEO) in driving sustainable growth.

“SEO is a wonderful tool when used correctly because it inspires warm organic traffic to your site; traffic that is ready to convert!” details Zara. “Online Strategy Co engages a range of white-hat SEO techniques to get our clients the best results in gaining sustainable and meaningful growth!”

Businesses that invest in strong SEO practices will enjoy long-term benefits. By consistently producing content that is both informative and engaging, they’ll not only rank well on search engines but also establish themselves as industry authorities. This approach not only leads to more organic traffic but also fosters trust with users.

As we look ahead to 2024, the business landscape is evolving, and authenticity is the name of the game. Embracing real, human-centric copy, prioritising user-friendly websites, and focusing on organic content are the keys to success. In a world where consumers are seeking truth and transparency, businesses that align with these principles will undoubtedly thrive. So, let’s embrace the change and stay ahead of the curve in this new era of business growth.