How to Write Content That Converts

Every piece of content on your website should work towards a specific goal, whether that be website traffic, increased engagement on your website, or conversions. Creating content that converts will help you turn your website visitors into leads or even better, customers.

But before you begin writing any copy for your website, it is essential to conduct keyword research for your business. This will help you to understand what and how your customers are searching for.

Here are the main things you should consider when writing content that converts.

Target high intent keywords

What are high intent keywords? They are keywords that bring in website visitors who have a high intention of completing an action on your website. For example, somebody searching for “where to buy engagement ring” will be more likely to convert on an article in comparison to somebody who simply searches for “engagement rings”.

Be mindful of this when conducting keyword research for your product and brand. High intent keywords may not always bring in as much traffic as more generic keywords, but they will convert at a higher rate, which is what you want.

Invest in Conversion Rate Optimisation for each page

When creating content for conversion, you should treat the article page as a landing page. It should be easy to read, with clear call-to-actions, and the copy should create a sense of urgency.
Use sub-headings, bullet points, and pull-quotes to make your content easier to read and digest. Structuring your content in this way will also make the article scannable for those audiences who are time poor.

Active voice

The use of an active voice in your copy involves writing as if an action is occurring. This style of writing gets to the point a lot quicker which allows your readers to find the answer to their questions a lot quicker. Not only does this help with engagement with an article, an active voice directs readers to the action to be completed. For example, instead of saying “read more about the results in this article”, an active voice would say, “see the results here”. The latter voice is more direct and concise in getting it’s point across.

Add call to actions throughout the copy

Have clear call-to-actions (CTAs) throughout your copy, not just at the beginning or end. Spread out CTAs throughout your copy. CTAs can be created via text links, buttons through the page, email sign up boxes, or downloadable content. The more you reiterating the action you want the reader to make, they more likely they will be to complete that action.

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