How to Write Content for a Better Conversion Rate

Content Flow Chart Blackboard

One of the main reasons to create unique content is to make sales.

No matter what your product or service, your content should be helping you in this regard. Maybe you’ve started a blog, or you’re just reworking your landing page, either way, you’ll want to make sure your content is converting as well as it should be.

Luckily, you’re in control. You may just need to make a tweak or two to your landing page or blog copy to help make a big difference in conversions. Here are a few ways you can achieve this.

 

Be the Expert

Here’s the amazing thing about selling a product or service: You’re the expert on that product or service and the solutions it provides. All of your copy should be directed at helping the consumer solve problems.

Usually, customers find your website because they are looking for a solution. By being the expert in pet training or graphic design or whatever service you provide, people will trust you and are more likely to purchase if you:

  • Offer advice, not just a sales pitch. Demonstrate your expertise by helping them understand whatever prompted them to search for your services. Offering general advice will position you as knowledgeable about the problem. Who better to create a solution, than someone who truly understands the problem?
  • Post about more than just your product or service. Keep it in the niche, but write copy and blog posts so that people will see you as offering more than just a product – you offer solid solutions.
  • Endorsements or Testimonials. Nothing positions you as the expert more than having other people do it for you. This can be an endorsement from a more popular or already trustworthy person in your niche, or it can be testimonials from customers that have used your products. Ratings and reviews from these testimonials will help increase conversions.

hello I am an expert

Strong Value Proposition

Why should people buy your product or service? What makes it so good? You may think it’s obvious, but to some customers, it’s not.

Many landing pages that have copy that is often long and convoluted. Sometimes this is because the business thinks they need to really explain things in their entirety. That’s not always the case, and can lead to some really long copy that loses the reader.

Be Clear

You’ll want to be as clear as possible with your value proposition. Try to explain it in no more than a dozen words. This may seem hard, but it’s almost always possible. You just need to work at it. Why should the customer buy from you? What problem does it solve?

It’s important to know that more copy doesn’t always equal more information to make a decision. It can actually decrease conversions. Direct, plain speech gets the message across, letting customers know exactly how and why they should convert.

Compare with Competition

With your value proposition, you’ll want to illustrate why your alternative is the best alternative. Compare yourself to the competition. Explain why people should choose you over them.

  • Create charts that illustrate what you offer that they don’t.
  • Compare pricing to show how you offer more value.
  • Illustrate how much quicker, simpler, or more effective your product is.
  • Show the differences in style, shipping options and customer service.

Most people go online to do research to find the best product to solve their problem. Chances are they’ve looked at your options, and the competition’s options. The more you can illustrate the contrast between you and the competition, the more likely people are to set you apart from them.

compare-to-competitor-help-scout

Be More Relevant

Many landing pages are designed to talk about the product or service, but they’re very self-centered and not aimed at the reader. Write your copy to inform and delight your audience, not to push them into making a purchase. The sales will come if your audience can relate to what you’re telling them.

Think about how what you’re saying can relate to their everyday lives and how this product or service is something that fits in seamlessly. How does your product or service make their lives better? That’s what they’ll find the most relevant.

List Benefits, Not Features

This is the most common issue with landing pages. Quite often the seller wants to list every single feature about their product. There’s nothing inherently wrong with this – some people love seeing the specs and features. However, more consumers will be sold by knowing the benefits.

Features are things like the speed, the cost, ease of use, size, etc. It’s fine to list these things, but telling the user why they’re important will help them relate it to their own lives.

For example, if your product is smaller than the competitors, that feature can be translated to the benefit that it’s easy to store so it doesn’t waste valuable storage, or sit out in the open, or that it fits in your pocket so you can take it anywhere. That’s how the feature of size will specifically benefit the user.

benefit1

Find Pain Points

One way to be relatable is to find the pain points of your customer, and then solve them. The first thing you need to do is identify pain points. Once you identify it, discussing it in relation to your product becomes a lot easier.

Talking about pain points makes you a lot more relatable than simply pitching your product or service. When a client thinks you can understand the troubles they’re going through, you’ll have much more success than just saying “here’s my product.”

Use Less Jargon

Jargon may be ok in your industry niche, but if your customers aren’t quite as savvy, jargon can be off-putting. If they don’t understand the product because of how you describe it, they’re unlikely to buy it.

How much jargon you use really depends on your audience. Computers are a great example. Depending on the site you go to, you’ll find that the jargon and specs can be more or less prominent.

Apple never talks specs in their commercials. On their website, you’ll never see specs listed first. It’s always lifestyle. Other manufacturers, like Alienware or MSI, cater to a niche of people that know computers. You may even see specs or jargon in the primary header on the site.

Generally, you’ll want to look at any jargon you do use, and really consider if it benefits you. Usually cutting it back will make your pages more readable.

dof-no-jargon

Make Your Copy Urgent

If you want to increase conversions, create some urgency. If people feel like they’ll miss out, or it’s something they have to have now, your conversions will jump. You don’t want people to leave the page if at all possible.

  • Time limited offer. Offering discounts, or extra product promotion, but only for a limited time – it can really swing someone to buy now. People are afraid of missing a great deal – even if they haven’t made up their mind to by the product yet.
  • Use urgency in wording. Even just using language that is urgent, like “Why live with your problem for another day”, “Ships Today”, and “limited stock”, can all add a sense of urgency to the reader.

Buy-iPhone-6s-and-6s-Plus-Unlocked-from-Amazon-US-and-Pre-order-Today-from-Amazon-India

Get Emotional

Putting emotion in to your content can also really help readers to connect with it. When looking for ideas for content, think about how you can add some emotion into the process. Anything that can bring out an emotional response, will psychologically attach them to the product or service.

Sadness, happiness, anger, fear or joy – pretty much any emotion will work. Political landing pages often tap into the anger or fear emotions. Viagra into happiness or joy.  Find the emotion that works best for your product, and put more into your content.

Split Testing

Lastly, split test your landing pages. The truth is, writing copy for better conversions is really going to depend a lot on your product or service. The best way to find out what’s going to work for you is to test it. Landing pages are often solo, so you’ll want to have the best landing page you can.

The only way to do that is to tweak things. Tweak the headline. Tweak the offer. Tweak the call to action. Don’t do them all at once, or you’ll never find out which tweak caused conversions to go up or down.

Re-write one area, split test it, and see if you get better conversions. When you hit on something that works well, implement it and tweak something else.

Looking for more real-life CTA examples from websites? Check out this article. Bonus tips as well!

Conclusion

If you’re looking for the best way to increase conversions through writing, start with the tips above, test them out, and see what works best for you! Let us know how you fared in the comment below.

 

Filed Under: copywriting

About Jonathan Emmen

Jonathan Emmen – student and a passionate blogger from Copenhagen and regular contributor for different educational and entertainment blogs. You can follow him on https://twitter.com/jonnyemmen or on https://kinja.com/hateplaymid.

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