If you're generously pumping out blogs and emails, but you're not gaining great leads or converting them into paying customers, it's time to learn how to put your words to work!
Your website is more than a static brochure
on which to list your products and services. Ideally, your website works around the clock as an online store front, sales force and information center that gets your audience engaged and converts them from passive readers cruisin’ the net into customers…PAYING customers! Your website makes you money, yo.
My content hero Marie Forleo says, “Content is the new currency.” Truth is, a site that consistently provides valuable content to its readers and creates a clear call to action, is the number one best way for your site to make you money while you sleep.
But what does that really mean…to convert? And how do you get your visitors to do what you want?
The rate of conversion is measured by the percentage of people who visit your site who actually subscribe, buy your stuff, engage or just do whatever you are looking to achieve. For example, if you send a launch email to 100 people to sell your new course and 3 people sign up, you have a 3 percent conversion rate, which is actually really good! Where it really begins to count is when you have 10,000 or 100,000 engaged email subscribers. The same 3 percent conversion rate is now bringing in 300, or 3,000 purchases respectively.
Clearly, generating more traffic to your site is important, but more traffic does not automatically mean a higher rate of conversion. First you have to have great content to get them there, well-written copy to keep them there and a clear call to action that tells them how to buy your stuff.
So how do I do all that, you ask?
#1 - Make sure the traffic that visits your site is “good” traffic by creating content and products with your ideal audience in mind. Think about who your best customers are and what problems you help them solve. Write in the tone and language you would use if you were having a personal conversation with your ideal audience. Engage with your audience through comments, surveys and online chat groups to learn what challenges they have and then create content that helps to address those problems. This way you’ll not only attract more traffic by adding value to your content, your traffic will consist of your target market, which results in, you guessed it…a higher conversion rate!
Pretty slick how that works, huh?
#2 - Generously offer LOTS of FREE insider information to readers they would gladly pay you for. Not only do you establish your voice of authority, but you gain your reader’s trust. (Obviously I believe in this since I am a content writer/editor telling you how to do what I do RIGHT NOW!). Write content that fully answers a question your reader is searching for (this also helps boost your ranking on search engines), and offer unique, in-depth insights not found on your competitor’s sites. If you freely give away good information, your readers will be first in line to buy your products or use your service.
#3 - Learn how to copy edit like a pro.
Writing the long-form prose that earned you your Master’s degree will get you nowhere online. Sure, you may be the top expert in your field, but digging through paragraph after paragraph of dense material on a screen, without any visual breaks, makes readers lose interest.
Start off with a title that readers just have to open. Then, add bold, colorful subtitles to make important information stand out. Make it easier for readers to skim through your work. Maybe they don’t have time to absorb it all right now, but they’ll be able to see if it’s worth making a bookmark for later. Break paragraphs up into smaller chunks to make digesting information easier.
#4 - Don’t just hold your horses – grab ‘em by the reigns and lead them to the trough! After you’ve created an information super highway straight to your site, the next step is to tell your audience what to do once they get there. Without a clear call to action, such as a compelling “buy now” button or an offer that can’t be refused like an e-course, a webinar, a trial subscription, or an exclusive offer only for email subscribers…it’s like leading a horse to a water trough, but forgetting to turn on the faucet.
He thinks, well you got me here…now what? I guess I’ll just go home. What a shame this would be! This big guy is thirsty and would gladly pay you for a tall cold one. Make sure your content clearly states what you are offering and makes it simple to get it.
Make pushing the button fun. Rather than simply having a button that says “buy now,” mix it up with a “hell yeah” button or a “join me here if you want private access to my super secret VIP list of the best tacos in town.” How can you say no to that? Answer…ya’ can’t.
Pop-ups are annoying, but if they didn’t work so well, people wouldn’t use them. One way bloggers get people to take action is to have a pop up that gives the option to “be awesome and subscribe now” or say “maybe later.” Most people would rather be awesome sooner than later.
Don’t get overwhelmed by what seems like an infinite list of to-dos to create powerful content that converts. I know it seems like every time you turn around there is something new to learn or a new must-do strategy to implement. Hopefully, this post will help you focus on the basic strategies for shifting your content to the hard workin’, money makin’ tool it can be.
How is your content converting? Be sure to reach out in the comments to tell us your biggest content challenges or if you have any tips or tricks I missed.
As always, if you need a copywriter in your corner, I'm here for you.
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