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Copy conversion toolkit:
How to craft content to maximize conversion rates

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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 sad fact is that most enterprises lack the proper personnel to achieve a final product that users will actually engage with. Having creative and exciting copy, along with a fool-proof marketing strategy, is now a rarity on the world wide web, which is great news for you–it means you can get ahead of the game by implementing a simple, refined checklist that takes your strategy to the next level.

So what’s a budding business owner to do? Here’s a short list of all the things you can implement to improve customer engagement and conversion rates.

Identify your target audience

Something that responsible business owners always do before they even think about touching a keyboard is decide who they want their content to reach. Are they writing for a business? Are they writing for a customer? Are they writing to attract new clients, or are they simply trying to inform people that are already on board? All of 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 on 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 has the gift of the gab needed to write truly engaging marketing content. Though it might seem easy enough, the honest truth is that most content out there on the big bad web is hardly even readable. Why, you ask? Because it’s being produced by people who don’t write for a living. If you need to have your house rewired, you wouldn’t hire a plumber. So why on earth 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’s working within their own personal niche. If your company deals in tech, hire a writer who specializes in tech. If you work in the furniture industry, hire a writer who specializes in interior design—and so on. Being specific yields specifically great results, especially in the long term.

Always use the active voice

Whether or not you take the advice above to heart, it’s important to make sure your copy is written in a way that catches your reader’s attention. One of the best ways to do this is to stay mindful of how you word your sentences. Always use an active voice when addressing your readers. For example, instead of using the phrase “Six new articles were written by Roy” you would ideally use a phrase like “Roy wrote six new articles”. It’s important to make the subject of your sentences execute an action rather than refer to an action they’ve executed in the past.

Monitor your language

More than just favoring the active voice, it’s important to keep an eye out on all the language you employ in your copy or content. Consider addressing the reader directly. Encourage them to act through your writing. If you want your reader to take action, you have to give them commands. Be bold in your writing. Engage your reader directly with what you want them to do. You can dress it up however you like, but at the end of the day, you have to ensure that your message is clear, concise, direct and most of all, actionable.

Call your audience to action

There’s a lot of elements that go into an effective Call To Action, but the most important thing is to make sure you actually have one. You wouldn’t believe how many pieces of marketing content out there don’t even have a CTA. When it comes to eliciting an immediate response from your leads, the simplest and most effective method is to tell them exactly what you 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”. 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”. A simple demand coupled with a link at the end of your copy will do wonders for your conversion rates.

What’s this all about?

This has been part one of a six-part series that deals with how to create and execute a content strategy that will engage your readers and ultimately increase CRO across your business. Keep an eye out for our next lesson, and in the meantime, visit our website to find out how R11 solutions can elevate you and your business.

2019 © All rights reserved – R11 Solutions

Copy Conversion Toolkit:
How To Craft Content to Maximize Conversion Rates

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