Tips for Creating Web Page Content That Converts Leads
It can take significant expenditures in both time and money to get qualified prospects to your web pages. To ensure that you get the best website conversion rate possible, the content that greets them has to be effective. It’s not enough to describe your products and make an offer. Put these tips into action to create content for your web pages that convert prospects into clients:
1. Write to make your prospects want your product.
When you start writing, think in terms of why and how your product can enhance your prospects’ life. Will it save them time? Will it make a difficult process easier? Will it give them access to abilities that they did not have before?
A list of features your product offers does not incite desire. A narrative about how it benefits them, however, can make them want what you have to sell. Your content should be written so that it makes a light go on in their heads and shows them how your products or services can benefit them. Always think in terms of what the customer wants: they will consider their needs first. You should too.
2. Tell readers what you want them to do.
Each piece should have a single, clearly stated objective. Do you want your visitor to fill out a form and provide contact information? Do you want them to make a purchase? Schedule an appointment? Each page you direct prospects to should have a single purpose that is easy to complete. This means less friction between your prospect and the desired action and a higher conversion rate.
3. Show your expertise and authority.
Your content should demonstrate that you are knowledgeable about your business and your industry. In blog posts and articles, share what you know to help your current and potential customers with dilemmas related to your field. If you have won awards or distinctions in your area, share that.
4. Include elements that show social proof.
Individuals feel more comfortable handing you their money after they’ve seen that others have done business with you and have had a good experience. It’s why Business.com reports that 77% of consumers read online reviews before they buy. Social proof is a mechanism through which trust for another individual transfers to the person who they are recommending. Testimonials and endorsements from current customers can help set prospects’ minds at ease and help build the trust that is necessary for a profitable relationship. You can encourage customers to provide testimonials by including a link to a survey or review page in emails, at the bottom of invoices and on cards in your physical location.
Creating just the right content can take practice. Study the work of others who have had success to see why their content works. Look at your own analytics and results to learn more about what resonates with your audience. By putting what you’ve learned into practice, you can create the content that keeps people reading and makes them want to do business with you.
About the Author:
Alex Membrillo is the CEO of Cardinal, an award winning digital marketing and SEO agency based in Atlanta. He specializes in multi-location digital marketing for verticals including medical, legal, restaurant, and franchise. To learn more about Cardinal, visit www.cardinaldigitalmarketing.com. Follow him on Twitter @Alex_Membrillo.