Your conversion rates are probably the most important metric for your website. While attracting high volumes of traffic is undeniably a noteworthy achievement, the conversion rate is where the actual success takes shape. It’s the crucial indicator that separates a thriving online presence from a mere digital bystander.
When we talk about boosting the conversion rate, we talk about the high quality of content. Everyone can write content, but not all of us can make sure that they will turn the reader into a paying customer. In this article, we’re diving into some actionable practices to write high-converting content.
Stop Selling, Start Telling
No one wants to read content just to be sold to. People seek value, connection, and authenticity. They yearn for content that tells a story, educates, and entertains rather than being bombarded with blatant sales pitches. Even when you create content to improve your conversion rates, it doesn’t mean that you have to make it hard-selling.
Shift your content strategy from selling to telling. Creating content that includes narratives, sharing insights, and addressing your audience’s pain points allows you to establish a genuine connection that resonates with your readers.
Make It Bite-sized
As attention spans are only getting shorter, those lengthy content can be more like a chore to read for your audience. This is why you need to focus on creating content that is easily digestible and “bite-sized” is crucial.
Don’t save the best for last. Instead, you can break your content into sections with clear and descriptive subheadings. Subheadings act as signposts, guiding your readers through the material. They also make it easy for readers to locate specific information– which can cater to both those who want an in-depth read and those who prefer to skim.
When the readers understand what your content is all about without having to decipher it, they are more likely to get interested in your offering.
Opt for Visuals
Long-winded, convoluted sentences can make your content dull and lead to reader fatigue. To make it much easier for the eyes, add some visual aids, such as images, infographics, and even social media videos, to complement your text.
Visuals provide a change of pace, break up the text, and can help convey information more efficiently. They draw the reader’s eye and can convey information or emotions more quickly and vividly than text alone. And since they’re engaging, they come in handy for adding to the overall appeal of your content.
Write Problem-Solving CTAs
Creating content without having any call-to-actions (CTAs) is like catching fish using bare hands. Think of CTAs as the well-crafted fishing net that not only captures the fish but also directs them exactly where you want them to go.
They’re the bridge between engaging content and meaningful conversions, so you can ensure that your audience doesn’t just swim by but takes the desired action you’ve set in place.
CTAs Understand your audience’s pain points and challenges. What problems are they looking to solve by interacting with your content or product? Your CTAs should directly address these issues.
Also, instead of passive language, employ action-oriented words that encourage immediate engagement. For instance, “Get Started,” “Discover,” or “Solve Your [Problem]” are more compelling than neutral phrases.
Widespread It Across Different Platforms
Expanding your content’s reach and impact is a crucial aspect of increasing your conversion rates. No matter how brilliant your content is, if no one even reads it, then how can they convert in the first place?
Sharing your content on multiple platforms allows you to tap into different audience segments, each with its own preferences and behaviors. So, distribute your content on various platforms, including social media, email newsletters, guest posting, and content syndication. For videos, you might as well distribute your content for your TikTok or YouTube marketing.
Not only that, it’s also better to tailor your content for each platform, optimize posting schedules, and make the most of each channel’s features.
Remember that Rome wasn’t built in a day, and neither are high conversion rates. It’s a journey, not a destination. Consistency is the key here. Maintaining a steady rhythm of high-quality content, implementing captivating CTAs, and reaching your audience across multiple platforms can be the secret sauce to increasing those coveted conversion rates.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
LinkedIn: Andre Oentoro