Content Writing for Websites that Converts Readers into Customers
By Greg Cargopoulos
“Content is king.” said Bill Gates in 1996! Yes, all those years ago and 20+ years on this still holds true today. The truth is your business needs fresh, engaging, up-to-date content to survive, that offers value to customers who may be browsing your site right now looking to purchase something that you are offering.
Are you doing all that you can to make it easy for them? Or Is your best content writing buried in blocks of text on web pages that no one will ever have time to read or see? I know you can do better because investing in time for content writing the right way will get you results, reflected by customers buying your product and coming back for more.
Did you know up to 47% of buyers can view 3-5 pieces of content prior to engaging with a sales representative! So without delay, here are the ways you can boost your content writing ability for your business, and no, you don’t need a fancy tool to do it.
Know Your Audience Because That’s Who You Are Writing For
Know them really well. What audience is your business targeting? Whether they are financial brokers, teachers, or property developers you need to speak directly to these people through your words and get to them. If you don't know how to do this there are a few approaches you could take...
Create a survey asking them questions
Look at what your competition is doing (brand voice, phrasing, messaging etc)
Read comments on social media, product review sites, your own product pages etc...
Applying one or all of those suggestions above will give you a better understanding of your target audience.
Now, as much as it's nice to endlessly write content about a product or service that your business understands, unfortunately, this won't relate to your audience. That's because you've lost them through the boundless jargon, your content must appeal to your customers.
The key phrase to keep in mind when you find yourself writing this way is "Sell, don't tell". Sell that the product is time-saving, cost-saving, limited, unique etc. I think you get the idea because all the reader wants to know is what is in it for me.
Turbocharge Your Web Design
Make content stand out on your homepage because it's necessary. Customers need to know exactly what you are offering within 0.05 milliseconds or they are gone and never will return back.
Whether you outsource your web design to a company or have it in-house, plain words on a screen are boring to look at but can be attractively bought to life by talented graphic/web designers.
Having great design and great content go hand-in-hand to showcase your businesses' identity and what you can offer them. Content also has the power to can facilitate buying decisions.
Structure Your Content for Skimmers and Scanners
Have you ever visited a website and read the content word for word? Chances are you didn't, and only scanned down the page picking out key pieces of information as you scroll and click through web pages.
Your aim is to encourage your reader to keep reading and finally get them to do something, like make a purchase! So short, easy to read text is highly favorable particularly on mobile devices.
Write short paragraphs that consist of 3-4 sentences
Add variety with bullet points, numbered lists, headings, and subheadings to break up walls of text
Use images & infographics to illustrate points and to keep readers engaged while reading
Bold or italicise formatting to make attention-grabbing words stand out even more but try not to overdo it.
Use clear legible font
Reading big blocks of text can cause your eyes to get tired quickly and you don't want to fatigue your readers. It is about keeping them encouraged to continue reading your content and exploring your website.
Writing actionable words such as "register" or "buy" present throughout your content copy is not enough to get the reader to act and buy what your business is selling. What's more important is having appealing CTA buttons with actionable text displayed openly (not hidden in a corner), that will entice your customer to click and enter your buying journey.
But just before you run off editing your CTA, take the time and test them out first. This type of testing is called A/B testing, and it is used to figure out what types of marketing techniques are the most effective. For example, you could test 2 CTA buttons, 1 that has existing text and one that has the new text.
After the test has run - maybe a couple of weeks or so, you'll be able to analyze the results to see which button converted more customers.
Keep Offering Valuable Content Readers Cannot Get Anywhere Else
Make writing spectacular content your mission, for every piece of content you write make it rich and value-ridden so readers want to read & share your content. When you write, 'speak' to your customers directly in a language they can understand and offer ways to make their life better by buying your product.
Content can influence purchasing decisions, so it needs to be effective and serve a purpose to make the reader want to know more about your business, download a free ebook or sign up to your emails.
You made it to the end!
Write website content in a persuasive, actionable & agreeable way. Aim to solve "pain points" for your customers by letting them know that buying your product will be the solution.
This is a H3 - Insert your CTA image and and link it ;)