The content you create for your business works around the clock, connecting and engaging with your target audience, gradually enticing them to convert. When we say “convert,” this can mean signing up for a newsletter or free trial, contacting you for further information about your services or making a purchase. We measure this using a variety of metrics, but we’ll focus on the two big ones: conversion and conversion rate.
Conversions are the number of times a visitor “converts” on your site as mentioned previously. The conversion rate is the ratio of number of conversions to visitors to your site.
There are a range of strategies and tactics online marketers use to boost conversions. One that is in your direct control is the tweaking your content.
Here are 4 powerful content writing tips that can boost your conversions.
Know Your Audience
Before putting pen to paper (or fingers to keyboard), ask yourself who it is you’re writing for. Precise knowledge about your ideal customer helps you write content that will appeal to him/her. Start off by developing a “persona” of your ideal customer. Consider the following demographics and you’ll be well ahead of your competition when it comes to truly understanding your customer:
- Age range
- Sex
- Employment status (i.e. student, housewife, marketing manager etc.)
- Responsibilities in life
- Major concerns
- Key stress points
- Browsing habits (i.e. when are they online, what device they use)
- Preferred social media platform
- What makes them buy?
Once you’ve zeroed in on your ideal customer, you can develop content that’s most relevant to them.
Obsess Over Headlines
With user’s attention span online dwindling to a few seconds, the only way to grab their attention and get them to read your content is by using effective headlines. Users are bombarded with thousands of messages daily, and a well-written headline is a great way to stand out. Include the following to make your headline more effective:
- Uniqueness - Rather than stick to boring, common headlines, add some flair to your headline. Which of the following are you most likely to read?
a. Online Marketing Tips for Small Businesses, or
b. What a Taxi Driver Taught me about Online Marketing
- A sense of urgency - Most of us battle with FOMO (Fear of Missing Out). If you can convince readers that what you’re saying (or offering) is of utmost importance and it is in their best interests to pay attention, you’ve won!
- Useful - What are your readers’ pain points? What are they looking for? When you write content that appeals to their needs you increase your chances of grabbing and holding their attention. Also, useful content is highly shareworthy, allowing your message to spread like wildfire.
- Numbers - Using numbers in your headline attracts attention, compels users to read and tells them exactly what to expect.
- Right keywords - Users are always searching for information online. If you know what your target audience is searching for, you can incorporate these keywords into your headline. As a result, search engines prioritize your content and also the right users land on your website. E.g. If you specialize in skincare you’ll know your target customers are searching for information about “clear skin” (or something along those lines). A great headline would be “4 Food Items That Promote Clear Skin”.
Write in easy to read, bite-sized chunks
Most users don’t read 100% of your content. They simply scan through, looking for the useful bits. You have about 5-10 seconds to grab and keep their attention before they move along.
Imagine an article that’s just paragraphs of words, words and more words. For one, it is difficult to read, especially on a computer or mobile device. To make your content more readable:
- Bold subheadings and/or important facts
- Break up long paragraphs
- Use short, punchy sentences
- Use relevant visuals
- Use bullet points and numbers when applicable
- Keep text readable by using the right color schemes - stick to black on white or similar for best results.
Focus on building a relationship with your audience
Gary Vaynerchuck said it best with the phrase “Jab, Jab, Jab, Right Hook” (also the title of his book.) Focus on giving value to your customers before asking them to buy from you. The more value you give, the more they like you and are more likely to “convert”. Don’t make your content all about selling. The following techniques will help you build relationships with your readers:
- Storytelling - Incorporate interesting bits from your life or your business’s experiences when writing content. The more open you are, the more your audience will feel connected to you, thus increasing the likelihood of building relationships. Allow them to feel like they know you.
- Use conversational tone - Instead of using business-speak, use simple language. Write like you’re having a conversation with your reader who happens to be your friend.
- Establish trust - Nothing builds trust like using testimonials. If you have a bunch of delighted customers, ask them for their testimonials and use them in your content. Your target audience is more likely to trust you knowing others like themselves trust you.
Conclusion
Remember, the success of killer content is in the details - knowing your audience, effective headlines, readability and relationships. Give these tips a shot and you will begin to see an improvement in your conversions.
Graham is a marketing consultant and owner of GAINtap, a Chicago based marketing consulting and web marketing company. He leads a team of specialists that help clients create hand crafted fulfillment solutions covering content marketing, search engine optimization and digital advertising.
