According to research by the Aberdeen Group, content marketing can lead to six times more conversions than other traditional forms of marketing. This comes as no surprise as content marketing has seamlessly integrated with all other forms of digital marketing out there, primarily SEO.
Whether you’re selling homes for sale in Atlanta, Ga. or marketing new lawn equipment, successful content marketing can increase your brand visibility across the web, capture leads, nurture interest, and meet user intent at every stage of the buyer's journey. Most importantly, it can facilitate conversions and earn you a significant ROI.
Here, I’d like to discuss five principles of writing page copy that can lead to conversions and nurture user intent.
Science has recently confirmed that our attention spans are less than that of a goldfish. Be sure to make your page copy appear visually pleasing and simple to consume. Some actions include:
Now writing an interesting headline should invoke clickbait. Rather, listing power words, such as ‘hacks’, ‘ultimate’, and ‘best practices’ will pique user and add an ethos of your authority to your writing.
Be sure your title is under 60 characters so it doesn't get truncated in search results. Consider emphasizing value and benefits in the title. For example, instead of writing “5 Link Building Tactics that Still Work,” consider writing this title “5 Link Building Practices that Will Earn Thousands of Links.”
Content at the top of the funnel will obviously be more informative to provide value to your customers, alert them of an underserved need, and introduce them your brand and business.
But mid-funnel content should leverage sales tactics, such as emphasizing specific results, benefits, and kpi’s of completing a call-to-action. Write for Humans not Search Engines
Finally, if you want to increase your conversions and familiarize people with your brand, you should also be conversational and craft a unique voice. Ultimately, by understanding your audience's needs and writing for people and not spamming search engines, you can offer your customers value that builds trust and leads to conversions.
Here, I’d like to discuss five principles of writing page copy that can lead to conversions and nurture user intent.
Focus on Visuals and Scannability
When you land on a webpage, what’s the first thing you after you read the headline? For many, they scan the page to assess its difficulty and the amount of material on the page. Having a page stuffed to the brim with text and no white space or images, makes your content look overwhelming and will leave many users pogosticking until they can find a simpler answer to their query.Science has recently confirmed that our attention spans are less than that of a goldfish. Be sure to make your page copy appear visually pleasing and simple to consume. Some actions include:
- Chunking paragraphs of text (no more than 2-3 sentences in a paragraph)
- Make use of images or visuals every second paragraph
- Breaking up text with tables, charts, bullets, or lists
- Leveraging white space to properly space and highlight important aspects of your page copy
Create an Enticing Headline
Did you know that 8 out of 10 visitors won’t read past the headline on a webpage? Writing headlines is as an ancient of a practice as journalism itself.Now writing an interesting headline should invoke clickbait. Rather, listing power words, such as ‘hacks’, ‘ultimate’, and ‘best practices’ will pique user and add an ethos of your authority to your writing.
Be sure your title is under 60 characters so it doesn't get truncated in search results. Consider emphasizing value and benefits in the title. For example, instead of writing “5 Link Building Tactics that Still Work,” consider writing this title “5 Link Building Practices that Will Earn Thousands of Links.”
Emphasize Benefits and Value
Along the same lines, make the focus of your call-to-action and page copy more focused on value and benefits if you are writing for conversions.Content at the top of the funnel will obviously be more informative to provide value to your customers, alert them of an underserved need, and introduce them your brand and business.
But mid-funnel content should leverage sales tactics, such as emphasizing specific results, benefits, and kpi’s of completing a call-to-action. Write for Humans not Search Engines
Finally, if you want to increase your conversions and familiarize people with your brand, you should also be conversational and craft a unique voice. Ultimately, by understanding your audience's needs and writing for people and not spamming search engines, you can offer your customers value that builds trust and leads to conversions.
Ashutosh Jha
Ashutosh Jha is a professional blogger, Blog and IT Consultant. He writes about Blogging, SEO, Making Money, Internet Marketing and Web Design.
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