To some extent, running a commercial website is about having high conversions. Whatever optimizations you perform, they are most likely aimed towards improving the rate at which your visitors become your customers, sign up for your newsletter, and so forth. Your website’s copy is a factor that can considerably reduce the so-called “friction” between your site’s interface and the user, allowing them to convert more seamlessly.
Content, on the other hand, has a more intricate role of building your business’s reputation. By creating a high-quality content strategy, you’ll be able to considerably boost your traffic via SEO. But more importantly, you’ll establish thought leadership, which can greatly improve your conversions. Consumers are looking for businesses whose values they associate with; content is an essential instrument to accomplish that. Click To Tweet
Below, we’ve compiled a set of writing tips that will help you considerably increase your conversions. Let’s dive right in, shall we?
Promote authenticity and transparency
These two factors are essential differentiators in a broad spectrum of industries. By creating content that promotes authenticity and enforces your brand’s transparency, you’ll be able to separate yourself from your competition.
We’re living in an era where consumers have little trust for large businesses, corporations, and marketers in general. According to the 2018 Edelman Trust Barometer, less than half of Americans trust businesses, a nearly 10% downfall from the 58% recorded the year before.
Therefore, it’s safe to assume that building trust is one of the central components of a modern company’s content marketing strategy.
So, what does a business do to promote authenticity and transparency via content?
- Tell your customers about how you price your services.
- Allow your potential customers to find out about your customers’ experiences with your services or products.
- Create content that supports your mission.
- Create content that will entice people to take their business to you.
Implement storytelling techniques
We, humans, are really passionate about plots, stories narratives, and so forth. This passion is an evolutionary mechanism that helps us derive value from other people’s accounts. Isn’t it interesting that we can emotionally bond with people or even fictitious characters we’ve never met just by reading a novel about them or watching a movie they’re a protagonist of?
Caring about plots isn’t just mere speculation. When a person is exposed to an exciting story, there are interesting changes happening in their brain. A relatable plot will considerably elevate our oxytocin levels, a finding published in Paul J. Zak’s research paper back in 2013.
Oxytocin levels typically increase when we are around people we feel safe around, and physical interactions like handshakes, hugs, and so forth. As a result, it can be assumed that storytelling makes customers trust your business more.
Think about readability
In order to increase the efficiency of your content, you need to make sure that it’s actually read. A recently published study by Nielsen Norman Group suggests that nearly 80% the people that interact with your written content will only skim over it, and only little over 15% will actually take the time to read it word-by-word.
In order to make sure that your content will be read by more of your followers, it’s essential to improve the readability of your articles and blog entries. Readability doesn’t necessarily have to do with the length of your text. There is a variety of other things that go into calculating reading ease, like sentence length, word complexity, the number of adverbs compared to a total number of words, and so forth.
The standard scale for measuring reading ease is the Flesch-Kincaid score, and there are many online tools that can help you measure it.
Just by following the steps below, you can make your copy easy to digest:
- Don’t overuse long sentences.
- Make sure that your paragraphs don’t exceed 3-4 sentences. Long paragraphs tend to demotivate readers.
- Don’t shy away from using bulleted and numbered lists. They allow readers to gather more information in a shorter and more accessible form.
- Don’t overuse passive voice. Although this issue seems to be slightly overinflated on the internet, it’s best to abstain from passive voice when you have a reasonable way of presenting your idea in an active voice.
There are now many services that are designed for making your existing content more readable:
- Grammarly — this service will help you keep your texts in check because poor grammar can cost you. They give writers and content creators valuable tips on how to improve their writing.
- TrustMyPaper — this writing service provides businesses with high-quality niche texts for professionals all over the world, and they’re also known for hiring impeccable editing and proofreading specialists.
- Studicus — another top-rated editing service that’s been on the market for quite a while. They employ top-tied editors from a broad spectrum of niches and industries.
Invest time and effort into CTA’s
While content is a crucial component to high conversions, blogs, and articles don’t sell on their own. You need outstanding calls to action. They act as linguistic motivators, persuading a person to do a particular action. The idea behind them isn’t to convince them that your products or services are valuable to them, but they’re instead a hook that stimulates your prospects to convert using the momentum you’ve built with your content.
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Calls to action are very often written in first person, this is done to imitate the user’s intention. However, this isn’t an essential component of a successful CTA. Whatever you do, always A/B test your CTA’s to establish what works best in your industry, niche, and what your audience tends to associate with.
Calls to action come in various shapes and sizes, they can be impulsive and very subtle, neither option is the only right option.
Your goal, when crafting a highly-converting CTA is to instill a sense of urgency. In cognitive sciences, this effect is called FOMO, which stands for Fear Of Missing Out. Click To Tweet The final goal is to make the reader regret not taking advantage of the proposal you’ve forwarded, which will eventually compel them to convert.
Boosting conversions is a continuous process that demands constant and diligent work and optimization. By applying the tips we’ve suggested above, you’ll most definitely see a considerable improvement in your conversion rates. Good luck!
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