Website conversions are the ultimate goal of every online business. There are numerous methods that are used for improving the conversion rate and content writing is one of them. Marketers are aware that powerful content can turn any visitor into a buyer.
The problem is to apply the right writing techniques that will bring results. With so many different articles on this subject, it tends to get hard to choose methods that really work. That is why we have collected these ten best tips that will guide you in the right direction.
1. Get into the readers’ minds
Even the most talented writers won’t achieve success if they don’t know who they are writing for. Get to know your target audience to make sure that you are taking the right approach.
The easiest way to do that is through social media. Social media networks are a place where people have the freedom to express their thoughts.
What you can do is to do a search on Instagram and Twitter for hashtags related to your niche. On Facebook, you can go through groups that concern the services you are selling. By going through these posts, you will spot what your target audience responds to.
Use these insights in your writing. They can help you to choose the topics that will interest the readers and assist you in choosing your writing style.
2. Hook the readers with the first sentence
Let’s say that you received the email that goes something like this: “Hi, My name is John Doe and I work as a sales representative for…”
How long will it take you to delete this message? Probably a few seconds.
This shows that you need to go strong from the very start. Forget about general introductions and get straight to the point.
Be direct, clear, and concise if you want to get people’s attention. Add a little mystery and a dash of curiosity and you’ll be all set.
3. Put the users first
No matter what type of content you are creating, whether it is a website copy, a blog post, or an email, there is one rule that you should always apply – focus on the users.
Take the example from the previous tip. If the sales representative starts the email with his own introduction, the reader won’t care for it.
On the other hand, imagine that the email starts with this: “Do you want to know about an offer that can save you money and get you something amazing?”
You see how this time the email is focused on the reader’s benefit.
Users get interested when you make them feel like they are the ones who are important. Let them know that you have something that can work in their favor.
4. Pay attention to the structure
According to a study by Nielsen Norman Group, 79% of readers scan the content and only 16% read word-by-word.
Formatted content that is easily scannable will always perform better. By structuring the content in the right way, you’ll be able to stress what is important and direct the readers’ attention where you want.
Use the following elements to make your copy clear:
- Short paragraphs (2-3 sentence max)
- Short sentences
- Bullet points and numbering
- Bold important words and phrases
- Subheadings (for blog posts and articles)
5. Make your content readable
Create content that will be easy to understand. What this means is that you should choose your writing style and vocabulary carefully.
Even if you want to sound professional, don’t overuse complex words and industry jargon.
Your readers probably come from different educational backgrounds and none of them should use a dictionary while reading your content.
Check your readability level by running the text through readability checker. This way you’ll know if you need to make some changes.
6. Use power words
If you are looking for a simple but powerful technique, here is the perfect choice for you.
Taking advantage of power words can make a huge difference in your conversion rate. Teespring had a 12.7% increase in their conversion rate after using power words.
Some of the suggested power words are:
The magic of these words is that they subconsciously signal the readers that they need to act on that opportunity.
However, you don’t want to overuse them. For ultimate results, turn to writing services such as Trust My Paper which can help you to make the most of them.
7. Do research on your competitors
Use your competitors’ marketing strategy to your advantage.
Look up the ruling companies in your business and try to find their weak spots. If there are certain aspects of your services that are much better than theirs, capitalize on that.
Emphasize what you can bring to the table and others can’t. In this way, you will stand out in the users’ eyes.
Your audience needs to know why you should pick you instead of them.
8. Enhance content with images
People are very visual and you need to comply with their senses.
Adding an image to your content will make it more appealing and likable. Consider that Highrise managed to increase their conversion rate by 102.5% by adding an image of a happy customer on their homepage.
When people come across a content that is all words they will most likely back out. You can create visuals using infographics to make your content more attractive.
Visuals make your content more attractive and when users find the content enjoyable they are more likely to make a purchase.
9. Optimize your content
You won’t be able to convert users if they can’t find your website or blog. Optimization is a necessary element of any effective content writing.
For those who haven’t heard of optimization before, content optimization is creating content that will rank higher in the search engine results. That is, it enables your page to become more noticeable by users.
Use the following elements of optimization:
- Linking to reputable sources
- Linking within your website
- Title tags and meta descriptions
10. Offer a solution
Use your content to tell the readers that you have a solution to their problems. Format the wording in such a way that it seems like your services can help them resolve their issues.
Instead of saying “We have a 20% off sale” opt for a more enticing offer such as: “Do you want to save money but still buy something for yourself? Our 20% off sale will help you with that!”
Approach to the readers with an attitude that you understand their problems and offer them a quick fix.
For some bonus tips, take a look at these five principles of content that converts.
A killer copy can have an amazing impact on your conversion rate. The key is to know how to approach this marketing technique.
With these tips on your side, you’ll be ready to take over and be the best in the business. Adjust each tip to your company and you’ll be all set.