How to Write Your Next Conversion-Focused Content Piece?
Is your content not performing as you’d expect? Learn how to write conversion-focused content to motivate your audience to take action and meet your goals.
Optimizing your content for better conversions will increase its performance and ROI for your brand, regardless of where you publish it. Here’s what you can do to write better conversion-focused content pieces to benefit from each one more than before.
Content creators often overlook the value of conversion optimization in their content pieces. CRO is an essential part of making sure that your content performs as intended, however. Recent data indicates that 63% of companies lack a structured optimization plan, with 40% of marketers experiencing a 0.5% or lower conversion rate.
Whether you run an e-commerce shop, a SaaS business website, or dropship products via social media, CRO for your content matters. Let’s discuss what you can do to write your next conversion-focused content piece and what you can expect as a result of doing so in 2022.
Perks of Writing Conversion-Focused Content Pieces
To make the most out of CRO for your content, we need to understand the value of going through the motions. Each content piece you publish on your website or social media will be seen by real-world people like yourself. They must engage your content via calls to action, appealing visuals, social proof, and other conversion-related elements.
Without CRO, your content will be seen as passive, indifferent, and bland. It needs to be actionable, snappy, interesting, and eye-catching to convert cold leads into paying customers. Statistics indicate that 47% of businesses use CR as a key content metric, however, 84% of companies outsource content creation. This is because content professionals know a lot more about hooking readers and converting them into customers than business owners do.
Here’s what your business will experience as a result of a targeted, systemic approach to content optimization moving forward:
- Growth of sales and ROI from created content
- Improved brand engagement and conversion rates
- Higher SEO ranking with popular search engines
- Gain access to valuable, meaningful engagement metrics
Tips on Writing Conversion-Focused Content Pieces
1. Research your Audience and Target Different Segments
The best way to increase your content’s appeal and convert more people is to know exactly who your audience is ahead of time. Customer segmentation has always played a key role in digital marketing, and CRO is no exception. There are several useful differentiators which you can use as an indication of who your reader is. These are:
- Geographic data (language, country, climate, city, etc.)
- Demographic data (age, gender, family status, occupation, etc.)
- Psychographic data (lifestyle choices, interests, hobbies, values, etc.)
- Behavior data (purchase habits, sought benefits, usage habits, etc.)
Using these data points to determine who your audience is will make content optimization far easier. Visitor profiles creation can help you define your customer base and segment it over time once your content is live. Narrow down who exactly that you want to convert with your next content piece and creating it will be more straightforward.
2. Favor Personalization over Wordiness
Personalization is a major factor in ensuring that your conversion rates are higher than average. People like to see content that caters to their needs as individuals and not as generic customers. An easy way to start down the path of personalization is to start using personal pronouns.
Addressing whoever is reading your content as “you” and yourself as “we” or “me” depending on the type of business you run is a step in the right direction. Following that, you can use cookies and past business interaction data to write personalized emails or social media messages for your existing leads.
Lead generation and lead nurturing can both benefit from personalization. Don’t try to impress your readers with big words and complex lingo – appeal to their better nature through personalization instead.
3. Combine Color Psychology with your Calls to Action
Colors are an important part of digital content, despite your words being the primary convincing factor for future customers. Using color psychology in your marketing and web design is an extremely important part of CRO.
Different colors will affect your readers in different ways and either drive them to buy products or add to your bounce rate. Colors are best used when combined with calls to action, such as by using green shades with a discount or conversion-centric calls to action.
Avoid using warm colors for calls to action and focus on greens and blues as they are considered affirmative colors. It’s also good practice to side-step dark patterns in your color application to maintain a professional brand image and cheap sales tactics. You want to convert leads into long-term, paying leads, not one-time, indecisive customers.
4. Use the Keyword Phrases your Audience Expects
Depending on which industry and the niche you reside in, your audience will have certain expectations from the content you create. Certain keywords and phrases are naturally associated with digital marketing, finance, and healthcare, for example.
Finding out the right words and phrases to use in your content is crucial for CRO. This will not only help your conversion rates but also increase your site’s SEO presence. Cold leads will have an easier time finding your website and marketing content if you use the right words.
Make sure to also aim for a healthy keyword density of 1/100 words to avoid coming off as spam. You want to use keywords to bring readers closer to your sales funnel, not to bombard them with spam. Focus on content first and optimization second, and you will have much better odds of converting and retaining your customers.
5. Make your Content Easy to Scan and Skim for Information
Despite your best efforts to make your content as detailed and rich as possible, many people still won’t take the time to read all of it. Content skimming has become a major issue for content creators over the years due to the rising popularity of social media. It is now almost counter-productive to create long-form content if you want to improve your conversion rates.
Working with professional writers on creating more legible, scannable content is a better solution. Students can reach out to thesis writers whenever they’re stuck working on a writing assignment they don’t identify with. Such a writing service can not only cover academic papers and essays but also editing, proofreading, and rewriting tasks.
Emphasize scanning and readability over walls of text, with no multimedia to break up the monotony. This will do wonders for your CRO and bring far more leads to your table in the future.
Conversion-Focused Content Piece Writing Mistakes to Avoid
Now that we have a better understanding of how you can use CRO to your advantage, let’s also address the pitfalls to avoid. The people you attract to your website won’t stay there for long. You need to optimize your calls to action and sales hooks as best as possible to retain them quickly.
These mistakes will damage your content pieces’ performance and nullify the hard work you put into optimizing your content in the first place. Without further ado, what should you avoid or otherwise mitigate in your content?
- Making drastic changes to your content CRO without heatmap testing or relevant customer insight
- Lacking a scheduled content calendar and publishing content ad hoc
- Missing meaningful KPIs to test your content against
- Testing CRO content for only a short time before making changes to your content funnel
- Lacking proper formatting, spelling, and writing style on your content pieces
In Summary
In today’s digital landscape, CRO has become a necessity. There are too many brands for customers to choose from and driving their interest toward your products and services is essential. Use every opportunity and CRO tool available to enhance your content and convert more leads.
Likewise, make sure to avoid the common CRO mistakes we’ve outlined to make the best use of your content pieces as possible. The combination of these activities will bring far more relevant leads to your doorstep than before and allow for your brand to continue growing organically.
