As a business owner, your goal is simple: ensure that your website’s traffic translates to meaningful action- sales. Getting customers to your website is only the first step. The key is keeping them there until you secure the sale. Producing quality content is the single best way to achieve this. You must convey your message in a way that is both engaging and convincing. Here are 8 tips for writing sales-converting content:
1. Make it Worthwhile.
Time is money. In today’s fast-paced world, consumers are cautious with how they spend their time. Whether it’s positioned to solve their problem or provide unique insights, consumers are innately drawn to content that outwardly appears worthwhile. Create a telling heading that makes your intentions clear. Engaging consumers is the first step to getting the sale.
2. Convey Value.
The more consumers have to probe for more information or read between the lines, the less likely you are to get the sale. Tell consumers what value you will provide to them right-off-the bat. Support these claims with testimonials, case studies or data that people can both understand and relate to. Data and statistics will only help further your case.
3. Keep it brief.
The quicker you get to the point, the better. An excessive amount of content is seen as overwhelming to consumers. Often times, this turns consumers off, pushing them toward competitors’ sites. Keep your content concise and broken down into as many sections as possible. Segmented content is simpler to read and easier on the eyes. It also allows consumers to address issues they are particularly interested in or answer questions they seek to resolve. For this reason, pay special attention to creating accurate and concise subheadings. Writing subheadings in a question-like form can enhance consumer navigation.
4. Incorporate User-Generated Content.
Consumers trust other consumers. User-generated content (UGC), functions as an organic support system for your product or service, curating free press that consumers are likely to take for its word. Often times, content is viewed as more reliable, and certainly more relatable, when it comes from a peer rather than the business. Your website should showcase UGC through quotes, stories, or links to your blog/social media. Here’s a prime example of optimizing UGC from worldwideRiches, a web design company.
5. Avoid a ‘sales-pitch tone.’
Content with a ‘sales-pitch’ tone often translates as gimmicky and inauthentic. The most effective way to win customers is by positioning yourself as an approachable expert on your subject matter. Employing a conversational tone allows your business to appear more reliable and trustworthy. One way to accomplish this is to write in a style that mimics the consumer thought process. Write in a question-answer form, posing questions as sub-headings and answers below. Be sure to clarify when the topic extends beyond general knowledge and don’t be afraid to define terms. Examples are a great way to illustrate your point while showcasing what your company can offer.
6. Include Visuals.
Visuals are a great way to entice consumers and attract them to your content. Aside from being easy on the eyes, visuals are also very stimulating. Charts, graphs, and pictures get consumers thinking about your product or service in a different way. This ultimately fuels a deeper level of engagement with your content. Even more, a good graphic can simplify your subject matter. This simplification is essential when providing information on a product or service that extends beyond the average Joe’s everyday knowledge.
7. Maintain your own voice.
If your goal is to produce additional content that accompanies your product or service, it’s imperative that you do so through your own, unique voice. Your website can link to additional content, such as blogs or downloads, that function to further educate consumers on your industry. Doing this fosters additional engagement with consumers, pushing them toward the sale. However, you must write such content in a way that sets you apart from similar content being produced from your competitors. This voice will also play into your branding and who you are as a company. What unique insights and writing style can only you offer?
8. End with a Call to Action.
Whether it be signing up for a demo or joining an email list, a call to action solidifies further engagement. This gives you the opportunity to follow up with potential customers on a more personal level, carrying through to a sale.
It’s crucial that you devote the time and resources necessary to produce quality content no matter what type of business you have. In terms of sales and revenue, great content speaks for itself.
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