5 Tips for Creating Web Content that Actually Converts
Sarah
Despite spending countless hours creating web content, your conversion analytics report shows that your efforts have barely moved the needle. For whatever reason, your copy is not driving conversions like you had hoped, leaving you scratching your head and wondering what to do next.
Sound eerily familiar? If it does, you need these five actionable tips for creating web content that actually converts:
1. Know Your Audience
You are probably thinking, “But I already know my audience.” We agree: You probably know who consumes your content better than anyone. But when was the last time you sat down and defined your audience? Whether it’s been a while or you have never engaged in this important part of content planning, now is a great time to start.
Identify precisely who your audience is and then segment it into groups based on shared traits, demographic factors, purchasing habits, and so on. Once you have a clear picture of who you are creating web content for, it will be much easier to craft copy that converts.
Moving forward, you can continue to publish some generalized content that appeals to the majority of your audience. However, make sure to craft some curated materials that appeal to specific niches within your customer base.
2. Don’t Reinvent the Wheel
In the age of AI and social media marketing, it can be all too easy to neglect the basics. Both of these tools have their place in your marketing strategy, but not at the expense of tried-and-true approaches like human-generated copy and email campaigns.
If your existing content is not producing measurable results for your business, it may be because your strategy is overly complicated and unfocused.
Sit down and take an objective look at your current campaign. Does it have a clear message, vision, and objective? If not, revamp it and make sure to include some brand-building pillars, such as email marketing content, infographics, and of course, blogs.
3. Optimize Your Copy
Creating web content that engages your audience and drives conversions is a nuanced process. With that in mind, look back at some of the pieces that fell below expectations. Did the content combine the right keywords with compelling, informative text and powerful visualizations? Or was it lacking some critical elements?
If your content requires some polishing, approach it much like you would a landing page. While the tone shouldn’t sound like a sales pitch, you need to include some carefully selected keywords, a value proposition, clear information, and an overarching theme that is consistent throughout the piece.
4. Open with a Great Hook
Did you know that the average person has an attention span of just 47 seconds? And that’s when they are actively trying to pay attention. If you want site visitors to engage with your content and concentrate on your message, you had better craft a great hook to grab their attention.
In addition to an expertly crafted opening sentence, you also need an intriguing headline and some eye-catching imagery. Pairing the right image with a great title will ensure readers stick around long enough to digest some of your content.
5. Write with Flair
When you are talking to a customer about your products or services, your voice undoubtedly conveys your excitement and passion for your craft. If you want to create web content that converts, you must encapsulate this passion in your written copy.
Writing with flair while staying true to your brand voice can be challenging. If you exaggerate your excitement, the content can come off as hyperbolic or inauthentic. But if you can effectively convey your personal style using written copy, you will be well on your way to creating web content that actually converts.
Bonus Tip: Start Creating Web Content with Write Collective
Regardless of how hard you try or how passionate you are about building your brand, creating web content that produces impactful results can be challenging, tedious, and time-consuming. So why not outsource to a team of talented wordsmiths who have already mastered the art of crafting compelling copy? Write Collective is composed of a team of writers, editors, and content management gurus who can transform your raw ideas into optimized copy that converts. Order your content marketing package and leave the copywriting to us.