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How To Write Content That Actually Converts

How To Write Content That Actually Converts

There are countless reasons why your brand needs to be generating unique, high quality content – it primes the pump for social sharing, it cultivates community and loyalty, and it’s a surefire SEO solution for boosting organic traffic.

But blogging has another function, even if we content marketers tend to keep it quiet. The dirty little secret behind most copywriting? While it is a sure way to create value, there’s no escaping that, at the end of the day, your words are there to help sell – to convince users that your site, your brand, is where they should be placing their trust and spending their hard-earned money.

With that in mind, veteran copywriters will be quick to tell you that it’s all-but-impossible to write one golden blog post that will convert every audience member to a customer, every time. (If you know that copywriter, let us know, because we’d love to hire her.)

But there are some important tricks, reminders, and rules keep in mind for writing creative content that converts.

Here are five ways to write content that helps drive conversions – without sacrificing quality: 

1.) Add Emotion

No one wants to spend their team reading through – let alone clicking through – copy that reads like it was spat out by a content robot. Don’t let your blog be dry or boring! Instead, ratchet up your use of positive emotional language. Emotionally-driven headlines are proven to have higher clickthrough rates, and are much more likely to be shared on social media than factually-driven content.

And at the end of the day, emotions matter. We don’t just buy with our heads, but with our hearts and our guts, too.

2.) Speak To Your Ideal Audience

When you’re writing content, don’t assume that your reader knows all of the same jargon and inside baseball as your marketing team. It’s incredibly important to write content that speaks to your readers, rather than above them.

But just how do you know the right tone to strike? Research, research, research. Before launching blindly into producing content, take the time to thoroughly consider your ideal audience, the section of leads most likely to want – and the most likely to actually buy – your products or services. Once you put in your research – through focus-testing, demographic research, and, most importantly, social listening – you can better write content that targets and appeals to your ideal reader, offering the targeted benefits that they need to see before they’re willing to buy in or sign up.

3.) Use Strong Language

One of the biggest tricks to writing content that really converts? Above all, your content has to be readable and compelling. So dismantle that old, rusty “content robot” once and for all, and start thinking like an author. Avoid dry lists of facts or figures, and don’t be afraid to have a strong voice or point of view.

On top of having a strong voice, don’t shy away from strong, definitive language. Be poetic and tell a story with similes, metaphors, and analogies. Use your words to highlight your brand’s unique value.

And remember, words really matter. Your audience can tell when you’re hemming, hawing, or beating around the bush, so avoid empty “weasel words,” which weaken your message and make you look like you’re trying to pull one over on your readers. You’re the authority, so prove it! Be authoritative!

4.) Create a Sense of Exclusivity and Urgency

Today’s media landscape is all about community and shared experience. So when your content feels truly exclusive, your ideal audience feels special, needed, and engaged in a way that they won’t when they’re made to feel like just another Gmail account on your newsletter list.

Cultivate exclusivity by using language – or even offers – that make your readers feel hand-picked or targeted. Flatter your readers – they’re important to your bottom line, so make them feel important!

Another way to drive conversions using psychology and tone? Create a sense of urgency in your audience by setting a deadline or playing up scarcity. Keep your leads on their toes and make them feel uncomfortable with waiting around. Remember, the more you compel your leads to move, the more likely they are to actually do it – and this means another conversion for you and your brand.

5.) Write a Call to Action That Stands Out

All of this content is well and good, but if it leaves your audience staring at the virtual equivalent of a brick wall, then no gain will come of it.

Instead of leaving your readers hanging and wondering where to go next, guide them through your conversion funnel and toward your goals with a quality call to action. Make sure your CTA is clear and concise, tailored to your users’ needs, and visually prominent. For more help, check out our handy guide to CTA best practices.

Of course, there’s another way to make sure your brand has a blog suited to match up your businesses’ needs with your customers’ hunger for quality content – turn to a content marketing firm with a proven track record of success. That’s where we come in! Drop Geek a line for all of your digital design and marketing needs. Our experienced team is here and ready to help take your business to the next level.

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).