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Content is King, but Does it Ka-ching?

Good content converts prospects into leads. Here are 5 ways to turn visitors into customers.

This story appears in the December 2009 issue of Entrepreneur. Subscribe »

1. Use a casual narrative voice. To build intimacy with your reader, use "we" and "us"--instead of "the company" or your business name. This casual, second-person narrative voice makes you seem approachable rather than cold and formal.

2. Focus on benefits to the visitor. Too many websites show off the great features of their product or service and fail to describe how they help customers. Features tell, benefits sell. "We protect your family from theft and personal injury" is a much more powerful statement than "Wireless PIR motion detector included."

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