We spend a lot of time thinking about how we’re actually going to get people to visit our websites. That’s only natural. Step one of the process of putting yourself out there is finding an audience. That’s a big part of why finding high-quality SEO content services will always be important.
Step two is, of course, taking that crowd of people who’ve taken a minute out of their day to tune in to what you have to say and getting them to take action. What action you’ll want them to take will be different depending on your needs. Perhaps you just want to make a sale, or maybe the action you want them to take is signing up for a newsletter or giving you their contact information.
Regardless, the most important thing to know is that it doesn’t take a big budget or even advanced design skills to make conversions a reality. There are many tools including content writing you already have at your disposal that can be implemented right away to boost your conversion rates.
Start With Testing
First things first – you must know what needs to be changed before you actively set out to make changes. That all sounds simple, but it can involve a fair amount of testing to start identifying what works for you and what really doesn’t. But at this point, you’re probably wondering what kinds of “tests” you can possibly implement that won’t cost you a ton of time and money.
Making simple changes to your marketing writing content as well as images you may use can tell you much more about your consumer base than you may realize. Be sure to note how key details change, including your website’s conversion rates.
For example, one quick and easy thing you can do is to take a look at how you’re currently speaking to customers or what you’re using to connect with them. Perhaps your homepage displays an image of a frustrated customer. Change that to an image portraying something more positive, such as the life your customer would rather be living (if they weren’t stuck with a solution that just didn’t work). Or perhaps on your website and in your marketing writing content, you discuss a “pain point” such as wasted time. Switching to a different pain point, such as wasted money, might be a solution that helps drive more people to take action.
Speak to Your Customers’ Emotions
When you sit down and take a look at your copy, whether it’s the blog on your site or the everyday copy on your webpages, what does it make you feel?
Here’s a secret that all the best content writers know: every piece of writing you put out, no matter what that marketing writing content is for, should speak to customers on some emotional level.
So what are some emotions you may want to be thinking about when you’re trying to get folks to take action? Often, giving them a look at their goal (and hope that you can help accomplish that goal) plays a big part in that. Acknowledging customers’ frustrations and desires, and then getting to the root of what it is they are truly seeking – the so-called “promised land” – plays a big part in connecting emotionally with an audience.
Cost vs. Benefit: AKA What’s In It For Me?
Another key factor in crafting marketing writing content for your website to help boost conversion rates is knowing how people work. To get someone to take action, you need to be able to offer them something with a value greater than the cost of taking that action. In terms of sales, that’s a simple enough idea to grasp. The value of the product to the customer needs to justify the cost of the item itself.
But what happens when you enter territory where conversions mean attempts to get people to sign up for an email list or give you their contact information? In this day and age of cluttered inboxes and misused information, it’s easy to see why a person might not be so eager to part with their email address, much less their phone number or address. That requires you to do two things to boost your chances of making that conversion happen.
The first is to lower the “cost” of taking an action. People do not typically want to spend their entire day filling out forms. Making it as quick and easy as possible for those customers to provide their information cuts out that cost. Additionally, because we live in the digital age, you need to be able to offer assurance their information is safe in your hands. Even something as simple as presenting yourself professionally, with a well-designed site and good content writing, goes a long way toward making sure people know they can trust you.
Next is to increase the value of what it is you’re offering. When it comes to newsletter sign-ups, eBook downloads, and the like, perhaps the most important thing you can do is make sure your marketing writing content is high-quality, engaging material that can provide them with something. For your blog, seek out content writing that has plenty of personality to keep readers engaged while also giving your readers valuable information. That alone will keep them coming back for more, and is often enough to get someone to join a subscriber list.
All this being said, there’s no reason making changes to increase website conversions needs to require a huge investment of time and money. Just a few simple tweaks to your current website with regards to what is and isn’t working can make a world of difference.
At iwebcontent, we have a content marketing team that can help you craft the kind of content you need to begin boosting your conversion rates. If you’re ready to learn more about what we can do for you, contact us today!