The importance of quality content on your website cannot be overstated. Not only does your site represent your company, but high-quality content converts better and can, ultimately also result in a better ranking on search engines.
Because the quality of the content influences your site’s ability to generate and convert traffic, it, therefore, has a direct impact on your business’s income and growth rate.
But, what can you do to ensure that the content on your site converts visitors into buyers? If you’re not in the business of online marketing, you may not even know where to start. Let’s take a look at seven changes you can make to your website’s content to increase its conversion rate.Download our free ebook, The 30 Greatest Lead Generation Tips, Tricks & Ideas, and start creating your own irresistible offers now.
One of the biggest mistakes that website owners make is to think that they can get away with creating generic content. If you’re not creating content for a specific target audience, you’re creating content for nobody.
Before you start writing your onsite content, take some time to think of the market segment that your business serves. What are the problems that they have? Where do they work? What are their aspirations and goals?
By Answering these questions, you will find it much easier to create content that resonates with your specific target audience. Also, create a customer persona to streamline all your other marketing efforts as well.
One of your primary goals with your website is to rank on the first page of Google. Your site has to meet a lot of criteria to have a high sales rank. Perhaps the most critical requirement is relevancy.
Ranking on the first search engine results page for the most competitive keyword will not help you if they have nothing to do with your products or services. A solid keyword strategy will ensure that you rank for search terms that are relevant to your business.
When you create web content, avoid keyword stuffing, and focus on providing your website visitors with value and sufficient information.
Headlines are one of the most useful tools to add relevance and information to your web content. If your headlines are powerful enough, your content becomes more scannable and convincing at the same time.
The primary goal of headlines, however, is to create interest in your web content. By merely glancing at your headlines, the visitor should instantly understand what your content is about.
Spending some time and effort in the creation of your headlines can improve engagement and increase your site’s conversion rate, which can ultimately increase your return on investment.
Since readers generally have short attention spans, you want them to read the most critical information first. After you’ve given your site visitor the most vital information, you can provide them with secondary details.
Near the end, you can give additional information containing search terms or unrelated content. This is often called the cone principle for information. A mathematics tutor’s online offer, for example, will have their class hours, contact details, office location, and student testimonials at the top.
Secondary information like the tutor’s degree and after-hour will follow. At the bottom of the page will be additional data like their registration number and lists of books that the tutor uses for teaching math.
Making your content scannable will also increase your website’s conversion rate. If you have a block of text on your site, visitors may feel overwhelmed by all the reading work and leave.
On the other hand, use bullet points, a lot of white space, and visual interest in the form of an infographic, your visitors will find it easier to digest the information on your page. Additionally, you should also divide your web content into sections with descriptive and engaging headlines and first sentences.
Sub-headers are also useful, not only to provide readers with information but also to ensure that the search engine finds it easier to identify the content on your website.
People love pictures on a website. Replacing text with vivid images will improve the visual appeal and readability of your site, which will increase engagement and conversion. Adding images instead of text will also declutter your website and make it easier to have a modern appearance.
Make sure that you have a legal right to use an image. Doing an online search and uploading anything you find on the web can result in you getting slammed with a trademark or copyright infringement.
Never assume that visitors to your site know what they should do next. Even if your lead is willing to commit to one of your products or services, they will click away if they don’t know what they should do next.
Since a visitor can land on any of your website’s pages, you should include a call to action on all pages to direct them to your offer. If a visitor is in the early stages of your funnel, your call to action shouldn’t require a substantial commitment on their part.
You can ask them to sign up for a newsletter, a free e-book, or you can ask them to read one of your website’s blogs.
The content on your website is incredibly important to ensure a high conversion of leads into paying clients. This can be difficult, as site visitor generally don’t like to read, they have short attention spans, and they have limited time to consider your offer.
Make it as easy as possible for your clients to commit to you. For example, instead of hard selling, ask your lead if they’d like to opt-in for a valuable email newsletter or free guide.
Make your text as simple as possible and don’t try to please everyone. Understand your target audience to make your web content more engaging to serious visitors.