Below are 10 tips to make the content on your platforms more effective and generate more conversions for your website.
1. Find out who your audience is
Sales happen when you meet a need. Compelling copy highlights demand and offers a product or service as a solution. But first, you need to know who you are addressing. To determine your audience, evaluate multiple user profiles. Do some research, and find out which groups of people use your product and what they have in common. Consider the following characteristics and how they might apply to your customers:
– Socioeconomic status
– Position and company
– Marital status
After highlighting the characteristics of your audience, you can create several profiles to segment the audience. Let’s say you run a company that specializes in couture crochet baby blankets. There are a variety of potential users for your products. One could be Daniel, a millennial father looking for a good blanket for his young daughter; or Elise, a crochet enthusiast grandmother who wants to learn new patterns and stitches to make Christmas gifts.
For this product, it wouldn’t make sense to have a person like Roger, a college student president of the Delta Chi student body; or Lorraine, a stay-at-home mom focused on helping her teens prepare for college entrance exams.
Although fictitious, these profiles represent your customers and humanize your sales. Understanding your target audience helps you target and segment. This way, you can produce parts to the needs and expectations of each potential customer.
2. Take a personal approach – use “you” and “your”
When a contractor chooses a tool, he needs to have confidence that it will not let him down. Acme tools stand up to hard use.
When you choose a tool, you need to be confident that it will not let you down. Acme tools will definitely not disappoint you.
There is little difference between the two, but the second option speaks directly to the reader. Therefore, it evokes a closer connection. This is the power of the second person, that is, writing “you” and “your”. Directing the text to the potential customer helps reduce the distance between them and the computer screen.
For inspiration, take a look at Rover’s platform, a pet initiative. The company could simply list its services — dog boarding, pet sitting, dog walking, and so on. But it goes further and includes a text description of each service.
What makes this technique effective? Almost everyone knows or can deduce what services like “dog boarding” and “dog walking” are. The explanatory content lines, however, add a personal approach — something perfect for you who need pet care at night or more frequent walks with your dog. When incorporating second-person speech, the emphasis is on you, the reader, and meeting your—and your pet’s—needs.
3. Include quantitative data
Imagine that you are developing a new marketing strategy for your B2B company (commerce between companies) and for this, you are in contact with different content platforms. The two favorite companies in your survey provide different arguments. Which seems more convincing?
Content marketing is an important investment in today’s market.
Content marketing costs up to 41% less than a sponsored link in a search result. Furthermore, in three years, this investment will have generated 300% more leads (first search results) than a paid search.
You are likely to be more likely to trust the second company because of the presence of very specific facts and figures. The data are compelling because they are concrete and verifiable. But be careful – the information should be your support and not the main message. Too many numbers can make your text look dry.
4. Emphasize action
Conversion is action. If you want more people to buy, sign up or get in touch, don’t wait for the call to action to talk about it. Inject action verbs and phrases throughout your content — especially those that make the reader think about doing or achieving something.
This doesn’t simply mean describing the product or service in terms of action, as in “This is the fastest tool on the market.” Rather, create an image of the application and show how it can impact the future customer, such as “With this fast tool, you will produce 30% more than the average company”.
Can you see how the use of “produce” in the second sentence stimulates action? Other effective verbs are:
By communicating its mission in an evocative way, it’s no surprise that SpaceX has raised more than $2.25 billion in venture capital. More lively, active content touches people and urges them to action.
5. Be simple and objective
You have just a few seconds to convince a visitor to your website that it’s worth browsing further, and this is only possible with good text. After all, most web users only read 20% of the content on a page and this number tends to vary inversely to the amount of text. In other words: the more you write, the less people read. They are scared by the text stain.
Consider the difference between these two excerpts:
“This is an article from ‘Popular Science’, a quarterly magazine dedicated to sharing new advances in science and technology.”
“The publication describes the findings of a study published in the medical journal ‘JAMA Psychiatry’.”
Both articles cover the same subject, but can you see the difference in size and complexity? The two sites have different target audiences — one appeals to general readers and the other to academics. Like “Popular Science,” adopt simple, direct language to communicate your point of view to general readers if your target is not an academic audience.