If one of your business goals is to boost your conversion rate, content can help. In addition to helping you excel in your organic page rankings, quality content is key to making your case for why website visitors should convert, whether they send you an e-mail, give you a call, sign up for your newsletter or download your app. For content that helps you get closer to your conversion rate goals, make sure that you target these three strategies.
Craft an Urgent Title
If you’ve turned on the news recently, I don’t have to tell you that we live in a fearful world. I suggest that you use it to your advantage.
I’m not talking about exploiting your customers’ fears. I mean that your customers’ anxieties—whether they are about managing e-mail or keeping their families safe during tornado season—are something that your business can alleviate, and who doesn’t want to be a little less worried?
Content that explains why you can make a positive impact on your visitors’ lives will increase the chances of conversion. If it’s inspiring enough, it will also bring people back to your company website for an emotional boost, which is also great news for your conversion rate.
Hook into these anxieties with a title that conveys urgency. This article by James Scherer at Content Marketing Institute has a few stellar examples or of urgent titles that promise immediate solutions to nagging problems. Titles that propose concrete, immediate solutions are clickable without being clickbait, and suggest that visitors to your website need your product or service before they read a single paragraph of content.
Make Your Content Readable
You might be the best business in the world, but if potential customers discover you through sloppy website content, they won’t stick around to find out for themselves. Don’t give website visitors an excuse to bounce before they read about why they need you.
Website visitors trust clear, concise writing, so use grammar-checking software or entrust your content to a professional writer. If your content is garbled or poorly punctuated, users will become frustrated and find something clearer to read. In addition, bad grammar and spelling harm your brand image.
Another element of readability is the “one thought, one paragraph” rule. Internet readers like to digest content in bite-size pieces and want the ability to scan your content quickly before they dive into the details. Committing only one idea to each paragraph makes your content much easier to navigate than a dense chunk of text. Plus, the negative space created by separating lines of content makes visitors notice the parts of your website where conversions happen, like contact boxes and call extensions.
You should also consider the load time of your website as a factor in content relevance. 74 percent of users will leave a website with a load time of more than five seconds.
Finally, mobile optimization is a huge factor in readability, since mobile-optimized sites are coded to adjust text size to the screen on which it is being read. If you haven’t yet optimized your site for mobile, it needs to get done yesterday.
End with a Killer Call to Action
If content is real estate, then the call to action (CTA) is waterfront property. It’s where you directly ask for a conversion, whether it takes the form of making a purchase or filling out a consultation form. Since this is such a prime location, you need to know how to write CTAs that work.
Amanda Clark at SEMrush has an excellent article that lays out five tips for improving your CTAs. In it, she explains that a short, concise CTA is ideal—100 to 150 characters will do.
Don’t be shy about pushing your readers to make the leap, either. CTAs that lead with an active command instead of a passive suggestion are more successful. Strengthen your case by including statistics about how many customers you’ve already helped or how much money they can save per month. Focus your CTA on the value and immediate benefit that visitors can get by clicking that download link or call extension, and they’ll be more likely to do it.
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