A content that converts well is a goal set out by most of the clients who come to Scripto. So, conversely it’s something the interns working with us get to learn pretty early on. Converting a viewer into a buyer of your product or service is a multistep process. Writing a content that converts well is but one of these many steps.
Although when it comes to an online persona, your content is indeed a major selling or converting point for your business.
To write a content that converts well, you need to keep several things in mind during the writing process. Here, I have listed the most important ones:
1. Work on the headline: When a person is looking for something online, they have several different tabs open at any given time. You need to compete with the content of every single of those tabs to gain your reader’s attention. Make them open your article over someone else’s.
How do you do that? The answer is as simple as it gets. Work on your headline. That is the first thing your prospective reader will see in your post. While writing your headline make sure it:
a. Has a sense of urgency
b. Is unique
c. Is specific
d. Is useful
A person browsing online will only open an article that they need to read NOW, they cannot find anywhere else, doesn’t beat around the bush and gives the reader something useful. Show with your title that your article does all four.
2. Know your audience: Without knowing the exact nature of your targeted audience, your content is doomed to fail even before you have written it. Know your target viewers. Know them, and write for them. For example: If you are a pump dealer, you could be making industrial pumps or pumps for domestic use. This way you have two set of audience or prospective buyer, each looking for a different thing from your content.
Industrial pumps are usually purchased by company representatives who are well aware about the details of the pumps and their functioning. So, if your content is about industrial pumps, you need to make sure, you use industry specific and targeted words that show you are an expert of the field and know what you are doing very well.
Household or domestic pumps are usually bought by laymen who have very limited idea about pumps or its functioning. So, here, you need to use simple, explanatory language to tell them why your pumps are ideal for their domestic use.
3. Talk and help: Nobody likes being bombarded with self praise. If you are in a car and you ask a passerby for directions to a restaurant, you won’t appreciate the stranger giving you a speech about how great a chef he is. No, you’ll move on to the next random stranger for your query. Online, your viewer is the guy in the car and you and your competitors are the random passersby. If you have managed to grab your viewer’s attention, you need to make sure you are ready to give them something worthwhile. Give them the information they seek. And do it in the language that makes them feel at ease.
The passerby and the driver example again…The driver will not appreciate it if you tell him the longitude and the latitude of the restaurant. He will appreciate it if you tell him it’s the 3rd one to the right.
So, use a tone and language that your reader might encounter while talking to a friend. That will give them more faith in you as it will feel it’s coming from someone they know well.
4. Initiate and Invite Conversation: Everyone likes feeling involved. So does your prospective customers. Give them the chance to act on that feeling. Make sure your content is scattered amply with invitations to leave a review, comment, give feedback, etc. If a customer feels invested enough to reply to your content, that is a very, very strong lead for you. So, ensure that your content has enough invitations to initiate conversation as well as easy means to do so. A person will be more willing to reply if there is a reply box rather than looking up your email ID and leaving you a review. Reduce the work on their part.
5. Include ample CTAs: Your reader is there to read your content. They have done so. What next? They don’t know the answer to that. You need to guide them through this. You’re talking about a book writing course? Leave them an invite to subscribe and get a free planner! Talking about the importance of programming languages? Slide in a discounted price offer of your course. Your call to action and end point pop ups are what will help them realize what else they can do on your site. Don’t forget adding those.
As others have mentioned, conversion is not a did and done scenario. But these points will make sure you are not unnecessarily missing out on healthy leads and highly prospective buyers due to the lack of the essentials.
I have previously written an answer about the tools that can help you in the content writing process here: Rachna Chawla's answer to What are the tools for improving one’s content writing skills?
You can have a look at them as they can help you with some aspects of writing well converting content like title and idea generators and SEO management.
Writing content that converts well is not as difficult as you think. I have done it over and over again. Below are my tips:
- Write for your audience. Know your audience pain points and use your content to solve it. It works all the time.
- Research on Amazon and read books that have to do with your topic. Go through the reviews. You will discover more pain points you can use for the introduction and even the title of the content.
- Use Buzzsumo to find the most trending content relating to the topic and create 10x better content.
- Use illustrations, examples, charts, images, Memes, Statistics and quotes in the post to make it engaging.
- Use SEO copywriting tactics to satisfy the search engines
- Share your content on relevant channels to get the ball rolling.
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