When was the last time you subscribed to an emailing list on a website?
The website must be neat with easy, intuitive navigation. It must’ve contained content relevant to your interests and offered you a free PDF of their eBook on tips you definitely thought would be valuable to you.
You were only required to sign up for a free account, and the eBook was delivered to your inbox.
How to convert a reader into a customer & visitor into a lead
#1 Create original content that captures attention
Businesses on the internet are geared for one major end goal – increasing profitable sales.
When a potential client searches for a particular product, it is mostly because they want to buy something.
Original content, hence, must essentially be aligned to give useful insights to buyers to be able to buy your product. When the content is geared towards adding value to the buying intent it succeeds in capturing the attention of your visitors.
The formula is simple: give value to get sales. Write better headlines, create original content, in a language that engages your readers.
Which leads to another very important aspect of business on the internet, creating content that is useful requires research. You must know what the product offers, what importance it has to your clients, what will make it desirable and buyable, to be able to design content that compels the reader to take action.
An effective strategy is to use SEO keywords that come up in search results
Your website should be designed in a way that encourages readers to navigate from your blog content to your product to reviews and then to request a demo or click on buy to complete the deal. You need to take a psychological approach in designing your sales strategy and understand customer psychology to make content that converts.
#2 Include testimonials and endorsements
Testimonials and endorsements can greatly influence the buying intent. Celebrity endorsements have the Midas touch. Endorsements and positive reviews of your product make the content believable and relatable to your reader.
Most readers will be convinced of the product’s quality or benefit when they read genuine reviews of other customers.
Try to include testimonials and endorsements wherever possible. Adding photos and profiles [Facebook, LinkedIn, etc.] of your customers will increase your brand’s credibility.
#3 Create content that adds value and doesn’t just promote your product
A striking quality content is the value it offers to its customers. Is your content mostly captions and paragraphs on how good your product is? Or does it count the value it will add to your clients when they buy it?
You can achieve good sales and returning clients when your content is original, informative and creates a sense of urgency for your product. There will still be room for calls to action, forms for the subscription for newsletters or incentives to get free content, advice or consultation from you.
The turning point is the “value of your product” in your “clients’ lives”. The formula here is simple: your content should be created for your customer, not for your product!
Use internal links to provide more information to your readers – purposefully directing them to pages you wish them to see to be able to make the buying decision. This is where your contact and subscription forms will be most effective.
#4 Hold conversations with your readers – via your writing
You need to build a connection with your reader – the best way to do it is when you are “talking” with your client – face-to-face. Of course, this cannot happen because your clients are readers but you can design content that speaks to them.
With your writing your readers should be able to “hear” and “feel” your conviction, the genuineness of your advice or insights, and believe in the quality, value and solutions that you are offering.
To be able to create that kind of writing, you must read and apply the basic rules of conversational writing to be able to connect with your readers.
#5 The timeless 4U’s of powerful content writing for the internet
The 4U’s of effective copywriting are attributed to Michael Masterton who says that content that drives sales should be Urgent, Unique, Useful and Ultra-specific. This strategy really sums up the strategies to create content that converts.
The checklist will prompt you to think about the content you are writing for your customer. Many effective content writers have designed powerful headlines and catchy content with this tool.
The journey of writing effective content that converts begins with delivering a value proposition – how useful is the content to the reader? Does it pique the reader’s interest?
Does it compel the readers to find out more? Click the call to action buttons? Does it create a sense of urgency for the readers?
How does it add value to the readers’ needs? Is it written in a way to present unique information, simple to understand yet impactful for all its worth?
How is it ultra-specific? No distractions. Is it compelling and truthful? Does it cover the needs your readers are looking for?
A final word
The world of content marketing is ever expanding. There are millions of writers and businesses out there that are continuously churning out content that is useful, relatable and effectively converts leads to customers.
The more you write content to create an association with your readers’ needs to your value proposition, the more conversions you will be able to create.
Content writing it crucial and can determine the success rate of your website traffic and conversion rates. Track your conversions and make sure you learn from the trends of traffic and bounce rates on your website. Hire a company that helps you take care of these aspects.
Content writing is a time taking job – if you are not comfortable with the content you produce or feel your content lacks the effectiveness that is crucial to your business, sales and client building – hire expert content writers to do the job for you.
And, lastly, but most importantly, content writing is one of the pillars of your content marketing strategy. When writing for the web, original content also provides you the opportunity to some link building ideas that will increase organic traffic to your blog. Therefore, invest time and a great deal of effort in understanding how good content urges the buyers to read your content, derive benefit from your professional advice and buy from you, all the while entering into a healthy relationship built on trust.