4 Steps to Writing Content That Converts Hook them, engage them and tell them what you want them to do.
By Syed Balkhi Edited by Dan Bova
Opinions expressed by Entrepreneur contributors are their own.
Is your content persuasive enough to convert your visitors into leads?
Some pieces of content you create will drive conversions, while others will be lost in the archives. As a marketer, you always want to write content that is persuasive enough to turn your visitors into leads and thereafter, into paying customers.
Writing persuasive content is not magic. Let's take a look at some ways to write content that converts.
1. Craft an enticing title.
The title of your content is the most important factor that influences engagement. A whopping 8 out of 10 people may not even read your content if the title isn't captivating enough.
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Using Headline Analyzer by Coschedule is the best way to create a magnetic headline that attracts your audience. Just enter your headline and the tool will report back with a score and a grade along with some suggestions to improve.
For analysis, the tool looks at the following factors:
The headline type: It capitalizes on the type of headline that converts, including lists, how to's and questions.
Word balance: It helps you to curate an enticing title by checking to see if it has the right word balance.
Character length: It also looks whether your title is scannable and easy to digest.
2. Fulfill your title's promise.
Getting clicks on your title is just half of the equation. Ensuring that your content fulfills the promise of your title is another equally, maybe even more, important part of driving conversion. If your content can't keep the promise your headline makes, your visitors will likely abandon your site without further engagement.
When crafting each line of your content, keep in mind that the purpose is to get your visitors to read the next sentence, then the sentence after that and all the way down to the end of your article.
Aside from providing value, you'll also want to evoke a desire for what you're offering.
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3. Make it scannable.
Most of your website visitors spend less than 15 seconds on your website, meaning people quickly skim through the content instead of reading word for word.
If your content is hard to scan, meaning it contains long sentences and paragraphs, it's likely that your visitors won't stick around. Chances are, they'll go to your competitors to find content that's easier to consume.
To create content that is easily scannable, you can follow the actionable tips below:
Short paragraphs: Write short paragraphs, preferably 3-4 sentences at most. Breaking down your content into short paragraphs makes it more digestible for your readers.
Use attractive subheaders: Readers should be able to bounce around to seek out the pieces of your content that interest them. By using attractive subheaders, you can pique the curiosity of your readers and keep them engaged.
Use bullet points: Using a bulleted list is the easiest way to ensure that your content doesn't strain your visitors' eye to read through it. Since bulleted lists stand out from the rest of your page, they make the entire piece easier to skim through.
4. Add a call to action at the end.
The best way to convert your visitors into leads is to add a call to action, such as an email subscription form, at the end of every article you publish.
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Some tips to speed up the growth of your email list are:
- Offer a post-specific resource: Create a post-specific resource, and offer it for download in exchange for the email address of your visitors. When the resource is post-specific, readers are more likely to engage with the campaign, in turn boosting conversions.
- Creating a premium library: To increase both perceived and actual value, you can create a premium library consisting of ebooks and other valuable course materials. You can then persuade your visitors to subscribe to your list by adding a signup box at the end of each article.
- Content gating: Content gating is a popular strategy to boost conversions on your site. For instance, you can grow your list by blocking a small section of your content for subscribers only, which encourage your readers to sign up for your list.
The best way to create content that converts is to use emotion in your copy and evoke a desire for what you're offering. By following the above tips, you can write content that converts your visitors into leads, and soon thereafter, into paying customers.
