Content marketing remains one of the most overlooked marketing tools out there. Many people assume that there’s not much to it at all. Just write a few blog posts and here and there and the traffic will automatically come. However, content marketing is anything but. It has evolved to encompass not only written content, but can include videos, infographics, ebooks, PDFs, and practically anything where the customer would get some kind of value out of.
The same goes for your business website. The website isn’t only there to show off how nice and aesthetic your site looks. The purpose of your site is to ultimately guide visitors into taking the desired actions you want, which in most cases is buying your product or service. If your website isn’t getting enough people to fill out the contact forms or to hit that “buy now” button, that means there’s some work you may need to do to get your site converting better.
In this blog post, we show you how you can use content to increase your site conversions, keep people on your site longer, and to improve your brand to those who want to get to know your business better.
The Nine Steps to Improve Your Website Conversion Rates
To start improving your conversion rates, spend some time looking at your website’s current content. Pretend you are the customer and you’re looking to buy something on the website. Does the content clearly explain what your company does and how it can help solve someone’s problem.
Do you have a phone number or any other contact information clearly spelled out within the content and the website navigation? If none of this is present on the website, you can be missing out on a huge opportunity to improve your sales and revenue. Start from there and then when you’ve made these changes, you can focus on adding new content written with these objectives in mind.
1. Use Language People Will Understand
You don’t want to get too complicated when you write new content on your site. It’s always best to keep it simple. Read over what you wrote a few times out loud to yourself to see if it makes sense. Keep your audience in mind as you create the content. Are you writing for an audience that needs a new roof or plumbing services, or does your audience consist of older women who want to buy beauty products online from your e-commerce store.
Like with anything, you need to have a strategy planned out before you write a single word. Anyone can write, but it takes a lot of planning, hard work, and strategy in order to stand out from the rest in your industry. Also, try to use words like “we” and “you” as you’ll make your customers feel more welcome when they look at your site.
2. Use Internal Links in the Content
To keep your site easy to browse, add internal links to your content whenever possible, especially when you’re talking about a service or product you offer on a blog or landing page. Add them to places where it makes most sense for the customer to be taken to another page.
We also recommend in certain situations that you make the internal link open up a new window so the customer doesn’t have to constantly hit the back button on their browser.
3. Add Forms Whenever Needed
One of the easiest ways to increase the conversions on your site is to include forms on the most important landing pages you create content for. This task is a joint effort between the content marketing and web design departments.
The content marketers will make sure that any forms that are filled out will be included in places that don’t interrupt the flow of the content, and the web designers will be able to build out the forms and comply with the best practices in UX and UI design. It’s best to have both members of these teams talk together about how the placement of content and forms will be executed.
4. Keep Your Website Loading Fast
Websites that take an extremely long time to load are going to lose the attention of the customers very quickly. Try to keep the page loading speed of your site down to less than 5 seconds for each page. You only have a limited amount of time to grab the attention of a potential customer and then keep them on the site long enough for them to convert into new leads.
5. Spend Time on Great Headlines
Try to be creative with your headlines. They’re going to be one of the first things that people remember when they look at your website. The content that’s inside the headlines is important for SEO value, but most people like to scan the pages, find what’s most pertinent to them and if they see anything that interests them, they will want to read more in the paragraphs you wrote.
Sometimes you can even subvert the expectations of a visitor by making the headline about the problem your customer’s having. You can create a headline centered around the customer’s reaction to a problem and then tell them you have a solution that will change their way of doing things entirely.
6. Create Infographics, Charts, and Graphs
A lot of people prefer to look at more visual kinds of content. You can create infographics and charts your customers can download which summarize the main points of what you’re discussing on your landing page, blog post, or wherever you need to talk about your products and services.
You can add all sorts of statistics and facts to these infographics and charts which challenge the site visitor to think about the problem they’re dealing with and what will happen if they don’t take action to fix it. From there, you can also leverage social media advertising to get your infographic out to your desired audience and generate likes, shares, comments, and clicks to your website.
7. Break Up Huge Chunks of Text
People usually don’t like reading super long paragraphs in your content. Consider breaking up your content paragraphs into much smaller ones.
From our experience, 2-3 sentences per paragraph can work for the purpose of increasing website conversions. If you must have longer paragraphs in your content for explaining more complex topics, include a shorter summary at the beginning of what you’re going to talk about so the site visitor has a good heads up on what’s going to happen.
8. Use Lots of Images
If you’re writing a blog post, you can also break up longer bits of content by having images which support your statements. Similar to how you’d use an infographic in your content, you can do the same with high-quality images. To make your content more personal, use images of your team and your company so you look even more reputable to someone who has no idea of what your business is about.
When we design and build websites, we always ask our clients to send as many good quality images of their products, services, and team members. Photos from Adobe Stock can also work if you don’t have many photos from your company at the moment, but they are not a permanent solution for improving the conversions on your site.
You may have also noticed a theme with many of our suggestions. You want to make your customers feel like your business cares about them, whether it be through writing your content in a certain way to adding images which also contribute to that kind of atmosphere you want your website to have.
9. Make Videos
Content marketing even includes making videos about your business and uploading them to YouTube. If you don’t already have a YouTube account for your business, we highly recommend that you set one up as soon as possible. Focus on developing a great video which will introduce people to your site and give them a high-level idea of what your business is about and how it can help them with a problem they are facing.
Content marketing has evolved well beyond writing and maintaining your own blog, which is still an effective way to attract new people on your site. However, you must consider the other options available for creating new, fresh content for your customers to enjoy.
Think outside of the box and don’t be afraid to try something new and see what happens. Have a clear purpose and goal for your content and although it may seem like a lot of work, it will pay off in dividends at the end when you have people calling into your business because of something useful on your site that helped them.
Your website’s content should be evolving as your business grows and enters new markets. For more helpful content marketing tips, speak to one of our professional digital marketers at Viridian Geeks by calling (470) 440-3434 or emailing [email protected].