10 Ways on How to Write Effective Content that Converts
Effective content aims to address the problems faced by the readers and to provide a solution to their problems. One of the goals of writers is how to write effective content that converts. The content should motivate the readers to take action, to sign up for that newsletter, to increase their engagement, better still, buy the product or service. Writing up such content is a challenge but it can be done if we keep the following tips in mind.
Here are the 10 Ways on How to Write Effective Content that Converts
Know Your Target Audience
One of the important steps is to know the target audience. The target audience can be defined as the group of people you want to see, hear and interact with.
Identifying and defining a target audience is important as it is not possible to reach out to everyone at the same time. Only when that content genuinely appeals to the needs, concerns, and issues of the readers will you end up with a conversion.
The target audience has their common problems and pain points and effective content must empathize with them, address their problems and provide a solution to their problems.
It is important to write content keeping the target audience in mind because they are the ultimate end-users and knowing what will solve their problems, what makes them happy, what will excite them or frustrate them will add value.
Great content will increase the audiences’ trust in the brand, motivate them to come back for more content, increase engagement and ultimately give them a reason to convert.
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Choose an Engaging Headline
Headlines are important as they can be used to catch the attention of the readers and be an important step. People generally read the headline first and then determine whether they should read the whole content.
So, we must make the headline catchy and attractive so that readers are encouraged to read the whole content and enable conversions.
A Few Things to Keep in Mind while Writing an Engaging Headline are:
- The headline should be clear and simple. It should give an idea to the readers about what the content is all about so that readers know what they will get out of reading it.
- It’s a good idea to make use of numbers in your headline. They catch the attention of the readers. It is usually better to write the headline with the number at the start.
- Use interesting adjectives in your headline. Such use will increase the ability of the headline to catch the attention of readers.
- Use emotional words in your headline. This will also drive traffic and engagement and lead to conversions.
- Pick the most important benefit and include it in the headlines. If your headline isn’t useful, the readers may not want to continue.
- The headline must be directed at the target audience and focus on solving their problems.
- Create a sense of urgency. This can be done by using words like now, right now. This will compel the readers to act and not miss out on something out of their ignorance.
- Boost your headlines with action words and take them to a whole new level. Action words are persuasive words that the readers will not be able to resist.
You can use tools like CoSchedule Headline Analyzer that rates your headline’s ability to result in a social share, increased traffic, and SEO value.
It grades your headline based on word balance, headline type, headline length, and headline sentiment. If your headline meets all the criteria, then you’ll score a 70+.
The headline alone can make or break an Ad, homepage, or email subject line. It sets the tone for the rest of the content. If it is successful in attracting readers, then you’ll make more sales.
So, we see that creating a unique, compelling headline is one of the important steps.
Using the Right Keywords
Keywords that convert at a high rate are a valuable asset if you are trying to sell a product or service through your website. Finding the right keywords is important as they are an important step in how to write effective content that converts.
There is a need to know what the target audience is searching for. We can take the help of keyword research tools like Ahrefs, SEMrush, Moz to find high volume, low competition keywords to create content for. Long-tail keywords work well as buyers usually know exactly what they are looking for.
Another great method to find content that works is doing a competitor analysis. This means checking out what our main competitors are writing about and analyzing their content performance. Competitor analysis works as a powerful strategy to help you rank better and earn more conversions.
It Helps You in Answering Questions Like-
– Who are my actual competitors
-What keywords should I employ
-What should I write about
-What do I need to be ahead of the competition.
Structuring the Content to Increase Readability
The content that has clear readability is favored by readers the most. There should be a proper introduction and it should relate to the audiences’ problems and clearly state what the audience will get out of the content.
Use short sentences and paragraphs to convey the message. It should be kept in mind that the audience is reading your content while on the go and maybe while being distracted by social media and other notifications.
Focus on primary and secondary keywords that readers are looking for on search engines. If the readers don’t find it compelling and useful, they will not stay. So, we have to plan and write accordingly. Good writing must cover the following three aspects-
It’s a good idea to break down your content with subheadings. Using subheadings throughout your content makes it easier to read and skim through. Take care that the heading is not smaller than the subheading as this will lead to a sense of mismatch for people who read your post.
Avoid the use of jargon as they are complicated. Use more visuals like screenshots, photos, videos, GIFs throughout your content as they increase readability.
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Personalizing the Content
An important step in how to write effective content that converts is to write more personalized content for different members of your audience. Personalized content means content that is tailored to individual consumers based on data that is collected on them.
Personalization works by analyzing the data available about each consumer such as location, keywords they searched for, ads they clicked, buying history.
As a result, each member of the audience gets a unique experience which can go a long way in boosting sales. Personalization helps gain insights into the audiences’ preferences.
Some Examples of Personalized Content are-
- Interactive Quizzes –There are software programs that enable a company to build their personalized quizzes
- Targeted Ads on Social Media –You can target audiences based on a variety of factors like age, gender, location.
- Personalized Emails- In email marketing, you can target your audience with specific email campaigns.
Many shoppers prefer personalized content and are likely to get frustrated if their online shopping experience does not reflect their interests.
Eliminate Distractions and Reduce Anxiety
Distraction is anything that prevents or slows down your readers from taking the desired action. Distraction can be because of internal factors as well as external factors.
Internal factors include large navigations that take up a lot of your screen, distracting fonts and colors, moving images, additional call to action with high contrasting colors.
Distraction can be also due to external factors like their phones, their environment, their social media, their email. When trying to answer how to write effective content that converts identify distractions on your site, ask yourself the following questions-
-What’s on the page that’s not helping the reader take action?
-Is anything unnecessarily drawing attention?
-How to write effective content that converts without compromising performance?
-Are there navigation elements that could be removed?
-Is the header taking up too much screen space?
Research states that providing too many texts on a page causes conflict and distracts a visitor.
Great content reduces the anxiety of the readers. They not only educate the readers but convince them that the words they are reading come from a trusted source who understands their needs and wants.
If used positively, anxiety makes your customers make the purchase right then and there whereas its negative use can scare your potential customers. To invoke the right kind of anxiety makes your title appealing and catchy.
Add Reviews and Testimonials
Testimonials are written by your customer or clients and typically found on your website whereas reviews are usually written by clients or customers on social media sites like Facebook.
The inclusion of testimonials reassures potential customers that your business is trustworthy and reputable. Social proof reinforces that one is making the right purchase decisions based on what others have experienced in the past.
Testimonials and reviews are an important step in how to write effective content that converts because of the following reasons:-
– Over 90% of people read online reviews before purchasing a product.
– A client may spend up to 31% more on a brand with positive reviews.
– Use of testimonials can increase revenue by over 62%.
– Customer testimonials can increase conversions by over 380% if you place them with more expensive items.
Identify your prominent clients and ask them what benefits they have received from working with them over time. Use their replies to make powerful testimonials that serve as social proof.
Potential customers are more likely to believe the opinions of fellow consumers.
Letting people share their opinions helps to bring brand loyalty. Asking customers for reviews and testimonials lets them know that their thoughts are important and makes them feel appreciated.
You get a few negative comments too. But, these negative comments reveal areas of improvement and should not be ignored.
Create a Sense of Urgency
Urgency is a psychological trigger that is deeply rooted in our brains. It gives rise to a Fear of Missing out (FOMO).FOMO is a kind of social anxiety defined by a desire to stay continually connected with what others are doing.
Creating a sense of urgency is a proven way to drive sales and an important step in how to write effective content that converts. Time-related words are particularly useful for creating a sense of urgency.
-One time only
-Before it’s gone
-Don’t miss out
In addition to your main offer, you can give readers an additional incentive to act fast. For example, you can offer free shipping for a limited time or give your first ten buyers a free surprise gift.
Make your urgency-driven offers more compelling by customizing them. For instance, you may want to track the pages or items that visitors view on your site and offer them discounts as per their interests.
Create Powerful Call to Action
A call to action(CTA) is an invitation to your readers to take some desired action. A call to action can take up several forms-
-Plain text with no link
“Buy now” or “Download now” are some of the examples of CTA. The call to action is one of those elements that will affect the conversion rates.
So, writing the appropriate call to action often makes or breaks your marketing campaign and is an important step in how to write effective content that converts.
Use words that provoke emotion or enthusiasm. A CTA such as “plan your dream vacation today” will excite the reader and make them eager to click on the ad.
The placement and button color of your call to action buttons is as important as their message. The CTA button color works best contrasting the main color theme of the page.
Track and Measure Your Results to Increase Conversion Rates
By finding out what is working and what is not, you can properly allocate time, energy, and money to marketing strategies that are going to give you the best return on your efforts.
There are tools like Google Analytics that help you gather website data and analyze to find out what is working and what is not. We can find information like-
– Which content generates the most conversions
– What type of content gets the most conversions eg. listicles, how-to guides, etc
-Which content does not get enough results
Tracking the success rate of your content marketing activities lets you learn the preference of your audiences and improve your marketing strategies. If your measurements are not up to the mark then it means that your content marketing is failing and you need to make adjustments to revive your content marketing campaign.
Frequently Asked Questions-
- How do you write a copy that converts?
Your copy is just like a conversation with the customer. It understands what the customer wants, presents them with a solution, it answers their objections before converting them. The first and foremost thing is understanding the customer, their needs, and their requirements.
A good copy will address the question of how to write effective content that converts. By using headings and subheadings in your copy, you make it easier for them to read and scan through.
Using short sentences and bullet points also helps. Don’t forget to add a powerful call to action that not only asks visitors to take action but to take it now.
- How do you write powerful content?
Make sure your grammar, tone of voice, and formatting are of the highest quality. Use power words and metaphors that help connect with your readers on an emotional level.
Use more images, outbound links, videos to make your content more engaging and informative. Follow the above steps and you would be answering how to write effective content that converts.
- How do you write a blog that converts?
Before you start writing, it is crucial to know who your audience is and what they are looking for. It’s good to do industry research and competitor analysis.
Most people skim through the content before they decide to read it, so it’s a good idea to break it into shorter paragraphs and subheadings.
Adding captivating images can help boost your engagement and be an important step in how to write effective content that converts.
Add a clear call to action. Whether it’s to ask your readers to leave a comment, share your blog post, follow you on social media or purchase your product, make sure you state clearly what you’d like them to do.
- How do I make social media content that converts?
Define conversion for your business- it could be website visits, brand awareness, returning website visits, or lead capture. The message tone, colors, and where you place the button on a post or which words you hyperlink depends on your understanding of your audience.
Take inspiration from the content that has worked for your competitors. Avoid industry jargon. Use hard facts and numbers instead. Add urgency to your post titles and descriptions.
This will help you catch attention on busy social networks and be an important step in how to write effective content that converts.
- How do you write high conversion content?
Write a killer headline as it is the first thing that the audience notices about your blog or landing page. It is the first step in how to write effective content that converts. Headline analyzer tools like the one from CoSchedule help you pick up one that performs best.
Adding visual elements like images, charts, screenshots, infographics to your text attracts and engages your readers. The format also affects the conversion ability of the text.
Use easy- to read format while breaking the text into shorter paragraphs and subheadings. Create a compelling call to action. Your call to action should convince the people to take the desired course of action.
So, we see that writing effective content that converts is a challenge but we can do it if we follow these simple steps. We have to write content that targets a specific audience and offers great value.
We will see that the readers are responding to our call to action and signing up for the newsletter or making the purchase. Therefore, we see that these guidelines are an important step in answering how to write effective content that converts.