It can be tricky to put your heart and soul to create content that converts which you believe in, only for it to fall on deaf ears. You might have spent hours crafting the perfect blog post, but it’s not getting the response you hoped for. Most content marketers struggle with conversions, especially if they don’t follow a roadmap.
But luckily, practising some smart things can make your content more effective. In this post, we’ll share the best tips for making your content convert better.
So read on to learn how to write and create content that gets visitors!
1. Dash In Some Power Words
Did you know that the words in your content can greatly impact whether or not it converts? It’s true! The right word choice can make all the difference in getting someone to take action.
Think about it this way: you’re trying to get people to register for your email list. Which sentence would be more likely to gain attention?
- Leave your email address here to subscribe to my newsletter.
- Get instant access to my exclusive content by entering your email address below.
If you guessed option B, you are right! The word “exclusive” is an intriguing word that packs a punch. It makes the offer sound more valuable and compels people to sign up now so they don’t miss out.
Now that we’ve seen how powerful words can be, let’s look at three of the best power words you can use in your content to make it convert better.
“Free” is always one of the most powerful words in your content because, well, who doesn’t love free stuff? Free courses, free shipping, free ebooks. If something is free, people are much more likely to take advantage of it.
And if you’re trying to get people to take notice of something (like signing up for your email list or buying your course), then “free” is a word you want to sprinkle liberally throughout your content.
People love feeling like they’re the centre of attention, which is why using the word “you” in your content can be effective. When you write using a second person point of view—in other words, when you use phrases like “you’re,” “your,” and “you’ll”—it makes the reader feel like what you’re saying applies specifically to them. They find themselves at the focus of whatever you’re trying to sell.
For example, which sentence would get someone’s attention?
- This new ebook has everything you need to know about social media marketing.
- Here’s an ebook full of social media marketing tips that may or may not help your business succeed.
Option A is more effective because it’s focused on the reader and what they stand to gain by reading the ebook.
“Guaranteed” gives a feeling of security and certainty that your offer is worth checking out. And your audience craves both.
We live in an uncertain world where nothing seems guaranteed anymore, so when we see something with a guarantee, we’re naturally drawn to it as it reduces some of that uncertainty.
You can use this principle by strategically placing the word “guaranteed” throughout your sales pages and other key pieces of content. But make sure to use it sparingly, or it will lose its impact.
● Purchase my new course today, and I guarantee you’ll see results within 30 days or less!
● Buy my new course today for just $97!
We leave it to you to guess which one will convert better!
2. Use Visuals Where You Want the Eyes to Be
Creating great content is half the battle when driving traffic to your website or blog. Once people read your content, ensuring that they’re taking the desired action is your next task.
One of the best ways to better conversion rate optimization is by using visuals.
Humans are visual creatures, and we’re often drawn to images before reading the accompanying text. Studies have shown that posts with images get 94% more views than those without.
When it comes to conversion rates, visuals can be just as powerful. In one study, researchers found that 64% of respondents said quality images were “very important” when purchasing products online.
Here are some specific ways you can use those powerful visuals:
- Use High-Quality Images.
- Spread Visuals Throughout the Entire Sales Funnel.
- Do A/B Testing for Your Images.
- Make Sure Your Images Are Optimised for SEO.
If your brand strategy doesn’t go with personalised or custom images, purchasing good-quality images from stock websites will also be effective. Ensure these visuals suit your brand voice and deliver value instead of working as eye candy.
3. Vagueness Kills the Purpose of Conversion-Oriented Content
Every day, we are bombarded with content. We read articles, scroll through social media, and watch commercials and ads. As content creators, it is our job to ensure that we create content that stands out and is useful to our audience.
But often, we can fall into the trap of being too vague and use jargon-filled words or industry-specific lingo that only serve to alienate our readers. In order to create truly effective, conversion-oriented content, we need to keep it simple and to the point.
The problem with vagueness is that it doesn’t allow your audience to understand what you’re trying to say. When you’re too unclear, your readers will skim over your content and not take anything away.
2 Different Examples of a Blog Post Title
Say you’re a travel blogger who wants to write a blog post about the best places to eat in Paris. If your title goes like “Food in Paris – Delicious Eats for Every Budget!” potential readers will know exactly what they will get from your post. They will know that you will be talking about food in Paris and that you will be giving recommendations for places to eat that fit different budgets.
On the other hand, if your title is “Paris – A City of Wonder and Delight!”, the readers might think you’ll talk about the sights in Paris. While food may be mentioned in the article, it definitely won’t be the focus. As a result, people interested in reading about food in Paris will click away from your article before finishing the first paragraph.
It’s also important to remember that people have very short attention spans. So even if you do manage to pique their interest with a vague title, make sure your article lives up to the promise of your headline.
4. Evoke the Right Emotions
Have you ever wondered why some content marketing strategies convert better than others? The answer may be in the emotions that it evokes in the reader. Here’s a quick look at the top emotions that lead to conversion:
Fear of Missing Out is an intriguing emotion. We’ve all been there: we see our friends posting about an amazing new restaurant, and we immediately feel we need to try it ourselves.
FOMO can be a powerful motivator for getting people to convert. If you can make your reader feel like they’re missing out on something by not taking action, you’re one step closer to locking them in.
Let’s suppose you are running a sale in your online store. Include details about how long the sale will last. Or, if you’re launching a new product, discuss how supplies are limited. Creating a sense of urgency will make your readers feel like they need to act now before it’s too late.
What are the problems that your target audience is facing that your product or service can help with? By addressing these pain points directly in your content, you’ll show your reader that you understand their needs and have a solution to their problem.
Say you sell software that helps small businesses manage their finances. In your content, you could talk about the common pain points that small business owners face when managing their finances. Add topics like keeping track of multiple revenue streams, staying organised during tax season, or reducing expenses to entice the readers towards your service.
Value for Money:
This one is self-explanatory; if your target audience feels like they’re getting good value for their money, they’re more likely to purchase from you.
To communicate value for money when you create content, talk about what makes your business unique and how it compares to similar names on the market. If you sell financial software, you could talk about how your software is more user-friendly than other market options or offers more features for a lower price point.
5. Speak With Personality
Speaking with personality means creating content that sounds like a real person is speaking to the reader. You could do this through the use of first-person pronouns (I, me, my, we, us, our), creating a conversational tone, or using contractions (don’t, can’t, won’t).
For example, “I believe in our product because it has helped me achieve X, Y, and Z” sounds more relatable than “Our product is the best on the market.”
Another way to add personality is to use an active voice because it makes your writing sound more forceful and confident. For instance, “The ball was hit by John” will sound better if you say “John hit the ball” to make it seem more present.
Also, use concrete details and images. This helps readers connect with your content on a deeper level and makes it more memorable. For instance, instead of saying, “I went for a run this morning,” you could say, “I laced up my running shoes, stepped out into the cool morning air, and ran for 30 minutes.”
Rounding Up Our 5 Valuable Tips to Create Content That Converts
Now that you know a few things about how to make your content convert better, it’s time to get to work. Keep your content scannable, to the point, and value-loaded. Beating around the bush won’t make a cut if you want higher conversions. So focus on delivering quality content that will speak for itself. That will ultimately make your readers take notice – and take action.
Good luck, and thanks for reading!