12 Surprisingly Effective Tips for Creating Conversion-Increasing Content
Content is one of the leading powers of marketing, and it cannot be avoided. If you want your business to succeed, using content is a great step in the right direction. However, you’re going to want to make sure that your content can convert the leads reading it into profitable customers.
Not sure where to get started? Here are 12 tips you need to know.
- Jump Straight to the Point
When it comes to your first paragraph, this is the only chance you have to captivate your reader’s attention and draw them into your content. According to a Microsoft study, the average reader has an attention span of around eight seconds, so that’s eight seconds to grab your readers’ attention.
You can do this by basically answering everything in your first paragraph, before then going into further detail.
Sea Legacy is a conservation site that focuses on conversing and raising awareness on the current conditions of the planet’s oceans. In one article titled ‘The Fish Thieves’, the introduction of the article is actually set above the rest of the content on a spectacular hero image, instantly setting the scene of the article and grabbing the reader’s attention.
Use Power Words
Power words, such as Free, are some of your greatest weapons when it comes to creating captivating content. These words should create an image in your readers head and induce a tonne of emotion. You can find similar words at sites like State of Writing. Here’s a great example of Hathaway.
To see a prime example of how power words are used, all you need to do is head over to the Apple website. On their homepage, you’ll find simple sentences that are full of power words that grab your attention.
These are sentences like ‘A New Generation of iPhone’ and ‘Light Years Ahead’, ‘new’ and ‘ahead’ being the power words that move the reader and make them engage with the content as well as the concept.
One of the most overlooked aspects of creating content is using visuals. “This means instead of just giving your readers a block of text to read; you include photos and images to help explain your message and for other reasons. One of these ‘other reasons’ is to help draw your reader’s attention to other parts of your website” – explains Bradley Sheehan, a Content Marketer and a Huffingtonpost writer.
Because imagery is such an important part of creating content, there are plenty of examples to be found all over the internet and you should see visuals in pretty much every article or post you read. However, one of the best examples of using visuals comes from National Geographic.
Check out this article of villagers in Georgia who are climbing massive trees to harvest the cones for seeds in the hope of selling them for Christmas trees. The article starts straight away with a video giving the reader a brief summary of the article and all the information they need.
As you read the long-form version of the article, there are plenty more visuals and even a picture gallery to keep their users engaged with the content.
- Understand the Importance of Headlines
The headlines you use in your content is one of the most important things to consider since it will be the first thing your readers and followers will see and will determine whether or not a user is going to click on your content post.
You want something that stands out from the crowd describes your content without giving too much away and is simply irresistible. There is a tonne of headline writing techniques you can use for creating headlines, depending on your industry and business, but you can find a lot of tips using websites like Grammar Check.
Jon Morrow once wrote a headline entitled ‘How to Quit Your Job, Move to Paradise And Get Paid to Change the World’. The article was featured on Problogger, and although the claims are outlandish and, to many, seem ridiculous, the article is one that many people won’t be able to resist.
It’s All about Value
One of the most important things to consider when creating content is that you need to provide value in your content, rather than just being completely promotional. As a rule of thumb, give your readers a piece of information they can take away in every piece.
Any form of media publication is a great example of how valuable content works. Of course, throughout the media publication, you’ll find advertisements, products for sale and other ways they make money, but the majority of the content is strictly informative. National Geographic magazines, as mentioned above, are a great example of the coveted 80/20 rule.
- Implement Authority Figures
In any industry or business, there are going to be authority figures that you can reference in your content. For example, if you were talking about computers, mentioned Steve Jobs or Bill Gates would be a great example.
This is because you’re showing that what you’re talking about directly correlates with people who know what they’re talking about, gaining you a better reputation and credibility. You can add your own references and quotes in a professional format using tools like Cite It In.
Check out this video by Mercedes Benz. Loki is a wolf-dog with over 1.6 million followers on Instagram and was contracted by Mercedes Benz to create a video using 360° cameras to promote their latest car. There was a series of videos which has attracted hundreds of thousands of views.
There’s nothing worse than reading an article which is extremely vague and doesn’t really stick to the point. For example, a financial advisor could give a figure of ‘around 10%’ or say ’10.3%’ which figure and individual are you more likely to trust with your money?
Being concise also helps you to shorten your word count, so your content is much more digestible and easier for your readers to consume, and therefore convert without getting bored.
When it comes to word counts, it really depends on who your audience is and what kind of message you’re trying to communicate. Take a look at this article by Lonely Planet on the food scene and culture of Peru.
This articles clocks in around 1,450 words and goes into immense detail on the topic, which is exactly what you’d expect from a detailed travel blog. However, this article from the Guardian newspaper on the same subject clocks in around 650 words, making it much more digestible and more suitable for a quick read.
Questions are a powerful tool to use in your content as it helps the reader to think, rather than just mindlessly absorbing your content. This helps them connect more with your writing. Just check out this ancient article using this technique way back when.
You can also use tools like Academadvisor for tips on creating the best questions.
You could use questions anywhere in your article, you’ve just got to get creative. For example, you can use it in your headline, such as ‘Are you paying much too much for your car insurance?’ or in the middle of your content if you’re explaining something but first what to get the user thinking about what you’re about to say, such as ‘How many customers do you think expect a welcome email when subscribing to a mailing list?’
Focus on Formatting
The formatting and style of your article and content are so important. Make sure that it was readable and broken down using subheadings, headers and bullet points to help your reader have the easiest experience.
This article is a prime example of how to use subheadings in your content. Some aspects your readers are going to know and can easily skip whereas others will simply scan to a section that they are interested in.
Stick to the Point
There’s no point going on, and on when you’re creating content, people simply don’t feel like they have the time. This means keeping your content short and sweet; a process made easy using tools like Easy Word Count.
Of course, long-form content is unavoidable sometimes, but even in this content, you’re going to want to keep things short and sweet where you can. This article could easily be thousands of words long but having it short and formatted into easily digestible sections makes for a much nicer experience for the reader.
Check out this article entitled ‘Something is wrong with the internet’. The article totals just over 5,000 words and is definitely a long-form article. However, the article does go into an immense amount of detail and sticks to the point the entire way through, using a comprehensive collection of examples and references.
On the other hand, this article titled ’10 ways the internet is destroying you’ is written to a much more manageable 1,600 words and written in a list format that’s easy to digest and consume the information and will take much less time to read.
Write for Children
Okay, not children in particular but when it comes to choosing language, format and style, aim to create a piece of content that could be understood by a fifth-grade child.
This means cutting out fancy words and complicated phrases and making it so anybody could understand the message you’re trying to share.
One of the best examples of using easy-to-understand language is the blogs that NASA posts on their website.
For example, this International Space Station update article could include some really complex information on the space flights and the technical details, which is does include where relevant, but the majority of the article is written easy to understand language that the majority of people will be able to understand.
Use Calls to Action
Finally, when you get to the end of your content, and even throughout if you’re smart about it, be sure to include a call-to-action, telling your user what to do next. “This means you’ll be able direct your customer onto the next stage of your sales funnel, helping you generate those all-important sales” – says Raul Paiz, a Digital Marketer.
The WordStream website uses highly effective calls to action that help them to generate sales. As you can see from the homepage, the website itself is rather white and grey yet the call to action button is big, orange and really stands out and grabs your attention.
On the button, you have the simple text stating ‘Get Your FREE Report Today’ which immediately gets their users excited and eager to move onto the next step of the sales funnel.
Creating content to increase your conversion rates doesn’t have to be a hard and long-winded process, but it’s worth bearing these tips in mind so you can maximise the opportunities that your business is making for itself.
As a takeaway, here are some things you’ll need to remember;
- Keep your language simple and understandable for all your audiences
- Evoke and encourage your readers to emotionally connect with your content
- Remember the purpose, whether it’s educational, inspiration and the sorts
- Never forget the value is the most important thing
With these tips in mind, you can be sure that you’ll connect and inspire your readers, leading them deeper into your website and increasing your content conversion rates.