Write Website Content That Turns Your Visitors Into Buyers
No matter how awesome your brand is, you can’t go knocking on people’s doors hoping that they’ll take your word for it and hand their money over to you.
Your web content speaks for your brand so you don’t have to. Businesses that create high-quality blogs or other web content experience a 126% higher lead growth than businesses that don’t.
Writing high-quality web content that describes your brand, your services, and how they can solve your clients’ pain points is your key to converting your site’s traffic into paying customers.
Follow these tips to make the most out of your written content.
Establish Your Goals & Write Content to Achieve Them
Writing content is hard work. You need to have a good understanding of what you’re trying to accomplish with your web content so that you know what to adjust, refine, and tweak to reach your goal.
Do you need to
- Collect higher-quality leads?
- Grow your email list?
- Increase your customer retention rate?
Your goal should be specific, measurable, and realistic. Depending on your goal, you might use a content strategy, such as
- Incorporating more contact forms into your content
- Repeatedly offering a freebie (such as an ebook) that visitors receive when they sign up for your newsletter
- Highlighting any sales or discounts in your content
Once you have an understanding of what goal you’re trying to reach and a good idea of what content strategy you’ll use to reach it, then you’ll be ready to start writing your content.
Prioritize Your Headlines
The not-so-glamorous reality of content writing is that people don’t read content. Rather, they scan it. The average user reads 20% to 28% of a webpage, usually opting to scan through the bulk of content for keywords that represent the information they’re looking for.
While your content needs to maintain a degree of quality for actual readers and search engine rankings, headlines are especially useful in capturing a scanner’s attention and pointing them to the information they want.
Your headlines need to be concise enough so scanners know what information they represent, and compelling enough so that they’ll want to read more. Use keywords that are relevant to your industry and target audience.
Make sure to avoid clickbait headlines that don’t deliver the content they promise, as that will turn potential clients away and discredit your brand.
Use Your Content To Tell A Story
With the abundance of web content being produced, your brand needs efficient storytelling to stand out among the competition. Emotions stand at the forefront of decision-making, and nothing appeals to our emotions like a good story.
Your audience doesn’t expect a Shakespeare-quality narrative about your services. They’re simply looking for an honest and relatable human touch to your content.
Take this example of uninspired content that doesn’t tell a story:
[Our product] is affordable and comes with a lifetime warranty!
Now, take the same example, but with some added narrative to it:
Put your wallet and mind at ease with [our product], available today for [reasonable price] with a lifetime guarantee!
While this is a simple example, the reader reads a story where they not only save money and receive a lifetime warranty, but they also understand that purchasing your product is a worry-free alternative to your competitors.
Incorporating narrative into your content helps to distinguish your brand among your readers. If your narrative resonates with your readers, they’re more likely to convert into paying customers.
Edit Your Content For Readability
Website readability measures the ease with which your website’s visitors interact with your content. There are many factors to readability, including the clarity of your writing, visual design, and the way you structure your copy.
Here are some quick and easy ways you can improve your website’s readability right now:
- Make sure that your content uses simple, easy vocabulary that your target audience will understand
- Add photographs and videos with captions to supplement your written content
- Emphasize important information with bolds, italics, underlines, and other forms of typography (color, highlighting, font, etc.).
Need Help Converting With Content? Call Our Team Of Content Experts!
Writing strategic content that converts your visitors into buyers is time-consuming and may not always achieve the results you hope for. Iceberg Web Design offers professional content writing, content consulting, and monthly blog writing services.
Leave your web content in the hands of our longtime industry experts! Call us today at 763-350-8762 for a commitment-free conversation about how we can grow your business with our content services.
