How to create website content that converts |

If you spend hours pouring valuable time and effort into creating content that attracts an audience, it can seem wasteful if your bottom-line sales figures aren’t seeing an increase, too.

The most important aspect for any business is likely to be your sales. After all, a successful business cannot happen if you aren’t making any revenue!

Although churning out consistent blog posts that are relevant to your services can be great for providing your website with SEO value due to the increased number of indexed pages and opportunity to target keywords, it’s not worthwhile if the people landing on your site aren’t converting into customers.

Here are five simple tips that can help website content and blog posts convert into real, paying customers to boost your revenue and make your writing-time worthwhile:

1. Consider your buying cycle

Content marketing is most effective when it’s delivered to the right audience.

Before you begin to create content for your website with the aim of converting a visitor, start to think about the buying cycle that your typical customer has.

  • Awareness: The first step in a buying cycle happens when the customer realises that they need something. It’s unlikely that you can create content tailored for this stage as the customer isn’t actively looking for a solution.
  • Consideration: This is the stage where a customer will begin to research an answer to their problem or a solution to their issue. They may use search engines to research more about it, which is why you’ll create the majority of your content to target people at this stage.
  • Intent: Once a customer has researched the solution to their problem, they’ll have decided that they want the product – and who they want to buy it from. The content you created for the previous stage should be further optimised to convince the visitor why you are the right person to provide them with what they’re looking for.
  • Purchase: This is where the visitor turns into customer.

Converting the customer from the ‘intent’ to ‘purchase’ stage can be done by using the following techniques:

2. Answer questions or issues

During the consideration stage of the buying cycle, people may be looking for more information about the solution to their problem. Your business’ blog can be an excellent way to facilitate this.

Simply begin by reviewing your business and the products or service it offers, and the reasons why people purchase from you.

How to create website content that converts |

Let’s say you’re a freelance writer that specialises in B2B content. You could create content for your blog that answers questions like “How to become a freelance B2B writer” and  “How to create content for a B2B freelance writing client”.

All of these topics will feature long-tail keywords, giving you more opportunity to rank well in search engines; making you more likely to appear as a top result for providing the answer and bring in organic visitors to your site.

This helps to attract people who are within the ‘consideration’ stage.

3. Use emotion and urgency

Once you’ve mastered the type of content you should be posting on your business’ website to attract the right audience, using emotion and a sense of urgency is a fantastic way to convert those visitors into real customers.

Using emotion in marketing tactics has proven to convince a customer to do something. In fact, you could be seeing a huge turnaround in the conversion rate of your content pieces if you use amusement, surprise or happiness in your writing!

On the other end of the emotion scale, you could also use a sense of urgency in your content. This can be done by offering visitors to your website with a unique discount code that is only valid for a certain period of time.

Once they know that the offer expires after this period, they’ll be more interested in purchasing now to get the best deal, instead of browsing around the websites of your competitors’.

4. “Write for the internet”

If you’ve researched a product or service that you’re looking to purchase, it’s likely that you’ll have shopped around a few places before you decide on where you’re going to buy from.

Customers do the same and they want businesses to prove that they know what they’re doing – without being overwhelmed with masses of information that they just simply don’t have time to read.

Did you know that using emotion in your content is more likely to make your audience convert? Click To Tweet

This is where you ‘write for the internet’ using the following tips:

  • Breaking up large pieces of information to bite-size chunks
  • Using easy-to-read fonts, colours and sizes
  • Optimising sub-headings and lists
  • Adding images for visual information

By making your website content more digestible whilst still providing a visitor with valuable information, they’re more likely to convert into a customer.

5. Add a call-to-action

If you’ve managed to convince a reader to read through to the end of your blog post, congratulations! They may be more inclined to make the final purchase decision but are likely to still need a little push.

Despite being an obvious marketing tactic, adding bold call-to-actions (CTA) at the end of your article is a fantastic way to tip a prospective customer over the edge.

You can make your CTA’s more effective by playing with colours, fonts and texts. Using first-person phrasing is also worth trying as it has been shown to increase click-through rate by as much as 90%.

As you can see, there are several techniques that can be used to increase the conversion rate of your content. Now, it’s up to you to implement them and see the benefits yourself!

Please note that this post may contain affiliate links. View my full disclosure here.

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