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How to Craft Content to Maximize Your Conversion Rate – Part 1

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One of the hallmarks of successful businesses the world over has always been the ability to stand out in a sea of mediocre copy. While it might seem easy to craft your own creative marketing content, the fact is it requires a unique skill set to achieve engaging copy.

Having creative and compelling copy, along with a fool-proof marketing strategy, is essential for successful marketing. We can help you get ahead of the game by implementing a simple, refined checklist that elevates your online marketing to the next level.

Here’s a short list of some of the things you can implement to improve customer engagement and conversion rates.

Table of Contents

Identify your target audience

Responsible business owners always begin their marketing strategy by identifying the audience they are trying to reach. Does the content need to appeal to a business or a consumer? What is the goal of the content? Is it to attract new clients or simply to better inform people that are already on board?

The answers to these questions can help you determine the proper manner in which to craft your content. It’ll help you determine what tone you need to take as well as what kind of content you need to produce. Some examples of different types of content include:

  • Promotional copy
  • Banner copy
  • Blog posts
  • Social media posts
  • Web Copy

Hire someone who's equipped to get the job done

Not everyone, not even every writer, has the proper skills needed to write effective marketing content. Though it might seem easy enough, you only have a couple of seconds to capture a reader’s attention online. Experienced copywriters use specific techniques to quickly engage readers. 

If you need to have your house rewired, you wouldn’t hire a plumber. So why would you let your sales manager do the copywriter’s job? What’s more, to achieve the best possible results, always hire a writer that is experienced with the type of writing required. 

Writing ad copy is very different from writing blog content. Some writers are skilled in both areas, but not all. Also, if your company deals in tech, seek to hire a writer who specializes in tech. If you work in the furniture industry, try to hire a writer who writes about interior design. The more they know about your industry, the better.

Monitor your language

It’s also important to carefully choose the language you employ in your copy or content. Consider addressing the reader directly, saying “you” rather than “our customers.” Avoid using industry jargon or acronyms that the reader might not understand. Your vocabulary should be simple and relatable to your target audience. Ensure that your message is clear, concise, direct, and actionable.

Call your audience to action

When it comes to eliciting an immediate response from your leads, the simplest and most effective method is to tell them exactly what you want them to do. If the end goal is to get your reader to check out your product page, then tell them to “check out our list of products and services” and provide a link. If you want them to get in contact with your office, tell them to “contact our offices and find out what we can do for you”. 

Simple instructions coupled with a link at the end of your copy will do wonders for your conversion rates. The most important thing is to make sure you include calls to action in your content. On a website page or landing page, have them located in several spots on the page. Using colorful buttons like “buy now” is a great way to make the next step obvious.

 

What’s this all about?

This is part one of a series that will give guidance on how to create and execute a successful content strategy. Success means that your content will engage your readers, and ultimately, increase CRO across your business. Keep an eye out for our next article in the series. In the meantime, visit our website to find out how R11 solutions can elevate you and your business.

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How to Craft Content to Maximize Your Conversion Rate – Part 1

  • Reading Time: 5 min

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