In this day in age, everything is done online and like most businesses out there, in order to keep up with the quickly changing digital landscape, you need to create a robust marketing strategy to find and convert the customers looking for your products online.
You probably have a website and could be spending thousands of dollars doing paid advertising trying to target the right audience, but unless you are converting the users engaging in your ads, this is all a big waste of time and money.
Your website, ads and landing pages are all great online tools that can help your business grow and sell your products online, but what really engages your customers, and persuades them to spend more time engaging with your business, is your website content.
In this blog, we will discuss how to create content that will help you turn your website traffic into new leads, and possible customers, for your business.
One way this can be achieved is through conversion copywriting, a style of writing that motivates your readers to engage with your website, and encourages them to explore and learn more about your business. Content carefully constructed with the right verbiage drives results, and thus your ROI.
Content copywriting is centered around writing high-quality content that communicates what makes your business unique and attracts leads organically by being valuable to your readers and valuable to your website. However, the most important thing to remember about content copywriting is to create an obvious call-to-action (CTA) that drives your customers to engage with your website.
This effect can be doubled by creating a content marketing strategy that blends the action-driven approaches of content copywriting, with SEO (Search Engine Optimization) content writing techniques that will help push your website to the top of the Search Engine Results Page (SERP) and increase traffic to your site.
Copywriting vs. SEO content writing- What’s the difference?
As discussed above, Content copywriting is all about choosing the right words and phrases to persuade readers to take action on your website and convince them to purchase your products or services. The main focus for content copywriting is to create sales-focused content for online tools that help businesses get users to convert, such as:
- Social Media content
- Pay-per-click Ads (PPC) Ads and Landing pages
- Website copywriting – in particular your products and services pages
- Titles and descriptions for eCommerce product listings
- Email campaigns and newsletters
Conversely, SEO content writing is centered around creating content that drives your website to the top of the search results pages and encourages more organic traffic. This type of content is written to not only be educational to your audience but is also written to include keywords that align with what your audience might naturally search for when looking for your products online.
For example, if you provide landscaping services in Phoenix, AZ, you may expect that people in your area are making search queries such as “Best landscaping service Phoenix” and may want to consider including keywords such as “Landscaping Service Phoenix”, “Landscaping near me, or “landscaping Phoenix”, to name a few.
The main purpose of SEO content writing is to add value to your website by creating content that helps your content rank high in the SERP. This is achieved by:
- Incorporating relevant keywords and the search queries made by your target audience
- Staying up to date with Google’s guidelines on how to create content
- Optimizing your content structure to be sure it is properly indexed
Essentially, SEO content helps to find and lure in your target audience, while copywriting is curated to engage your online audience, and ultimately make the sale. Copywriting involves creating catchy headlines and sales forward material, SEO content usually involves longer forms of content like educational or informational pieces on your website or your blog.
In a perfect world, your website and online sales tools would contain a mixture of both of these techniques, which is something we like to call SEO copywriting.
What is SEO copywriting?
SEO copywriting is a hybrid form of writing that takes the SEO-derived techniques of writing keyword-rich SEO copy to help increase your website ranking, with the copywriting technique of writing persuasive content that implores users to take action or make conversions, on your site.
To create conversion-friendly content, you must first understand what a conversion is and how to identify whether or not your website visitors are converting.
In the digital world, a conversion is when you successfully persuade website visitors from your target audience to take any desired action on your site. These actions can vary greatly depending on the type of business you run, but each of these conversions happens when your target audience completes a step that brings you closer to your ultimate goal of making a sale for your business or bringing in new potential customers.
Some examples of conversions goals that are common are:
- Filling out an online form with contact information
- Completing a purchase in your online store
- Scheduling a free consultation
- Downloading a free book
- Reading an article
- Adding something to your cart
SEO Conversion copywriting is all about taking your marketing to the next level by not only writing compelling and engaging content for your landing pages and ads but continuing to incorporate these methods throughout the copy found on every page of your website and throughout all your marketing materials. Writing copy with intention, and continuously improving your content based on your outcomes, drives engagement and ends in profitable results.
You might be wondering how to gauge your results and interpret them to make changes to your content. Your guideline for how to improve your content is based purely on raw data and website insights. The most important thing to remember about conversion copywriting, and arguably the most beneficial, is that there are advanced digital tracking tools called conversion trackers that help you collect and analyze data to identify areas for improvement.
So, what is conversion tracking and why do you need it?
Why is Conversion Tracking So Important?
Conversion tracking helps you to gather valuable information on your audience that allows you to understand your audience’s behavior, and modify the copy of your marketing materials to complement their actions and drive more conversions. The type of copy you write for your customer’s marketing journey will depend greatly on where they are in your sales funnel.
For example, when you are running ads for your business, you are searching for people toward the top of your sales funnel, who know very little about your business and you would want to write conversion-friendly copy that entices potential customers to take action and learn more about your business.
When creating an ad, whether a Facebook ad or a Google ad, communicating your brand’s value can be tricky because ads only allow for a limited amount of copy. To give your readers a better understanding of what you offer, your ad should include an intriguing offer, a Call-to-Action (CTA) like “Book a free consultation today!”, and a landing page that houses all of the information readers need to know about your business.
Your landing page is your big chance to communicate to your readers (including our robot readers) exactly who you are as a brand, and what you offer. This is where SEO content writing comes in. By creating content that is not only enticing for readers but also naturally incorporates keywords that describe your products, you create an avenue for forward movement in the SERP rankings.
With conversion tracking tools, you can dive deep into analytics on every step of your target audience’s purchasing journey, from the time they find your ad, to the time they eventually convert on your landing page or website.
How are we able to do this? With a little help from something called a “Pixel”, or a piece of code that is embedded into your online marketing tools that gathers user behavior once they have engaged with your brand. These Pixels allow you to access data on which ads are performing best and bringing your true target audience to your landing page, as well as determine how much time they are spending on your page and whether or not they took action, or converted like you wanted them to.
By studying the actions of your audience, you can learn how to improve your conversions and make changes based on real-time audience data. One way to measure your results is by monitoring your conversion rate, or the percentage of users who take action after having interacted with your online content. For example, this can be determined by taking the number of conversions you had (booked appointments, filling out a form, etc.) by how many visitors visited your site or landing page.
What is considered a Good Conversion Rate?
Well, that is a loaded question. With different businesses in various industries across the globe, it’s hard to give a very definitive answer. A quick Google search says that on average, businesses can expect to see a conversion rate of two to five percent on their websites.
This may sound low, but converting even a small percentage of thousands of visitors can keep your business afloat, and increasing your conversion rate by even .5% can make or break your business.
As you study your analytics looking for ways to make your website more conversion-friendly, remember that you’ll want to measure your own performance based on a conversion rate that is representative of your unique positioning as a business.
Below are some averages conversion rates for a variety of different industries for reference:
- 1.84% Ecommerce
- 2.07% Legal
- 2.23% Business to Business
- 5.01% Financial
Once you have a good baseline and understand where you stand in the market you can work to continuously outperform yourself and improve your results through conversion rate optimization.
Conversion Rate Optimization (CRO) is the process of regularly increasing your conversion rate by analyzing and tweaking your website copywriting and other marketing materials to support a more robust lead generation strategy.
Along with updating copy, some other ways that you can optimize your conversions are studying your customer journey to figure out when, where, and how you are losing customers and remedy that. Additionally, you can:
- Try split testing website copy
- Check that your site speed is acceptable- slow-moving sites quickly turn away potential business
- Check that your contact forms don’t have unnecessary fields deterring people from entering their information
- Running a CRO audit to find ways to increase visibility and accessibility of customer touchpoints like CTA buttons that grab your reader’s attention and encourage them to take action.
Ultimately, the more you learn about your customers, the more you can cater to them and persuade them to take action. However, most online industries and their audiences are constantly changing, and thus require businesses and marketers to continuously adapt.
The next time you are writing copy for your website, landing pages, or ads, keep in mind the following techniques that can help you increase your lead generation goals and convert more customers.
Tips For Conversion Friendly Content
Create Captivating Headlines- Your headline should be intriguing and highlight the benefit of choosing your brand. With boring headlines, you are much more likely to lose your potential customer before they even have a chance to read your content.
Make Obvious Calls to Action- If you want people to convert, they need to know where and how to do it. Your CTA should be visible throughout every point of your digital marketing strategy. Successful CTA’s are action-oriented and can be included as linked text and buttons on your website copy, ads, and landing pages.
Try A/B Testing- A/B testing is a simple way of maximizing the amount of data you collect to help you predict which version of your copy and content will perform better. The key to A/B testing is to make both versions as similar as possible, except for the element you are testing for to find out which of the versions performs better and then optimize your copy from there.
For example, you might make two identical ads with a different call-to-action to see which one attracts the most leads.
Utilize Landing Pages- As mentioned above, it can be challenging to get your full message crammed into a single ad. Utilizing landing pages allows you to provide the reader with more information about your offerings and their value and provides more opportunities for you to convert your customers.
Leverage Trust- Find ways to build your brands’ credibility and gain your reader’s trust. You can do this in your copy by displaying your positive customer testimonials, highlighting quotes or data from expert sources, highlighting partnerships with reputable brands, and displaying badges to showcase certifications or awards your company has received.
Crafting A Conversion Friendly Strategy
Ultimately, the success of your conversion copywriting efforts is based upon the idea of understanding who your target audience truly is, and creating copy specifically tailored to them. To see noticeable results, your approach should be customized throughout every stage of your sales funnel.
If that all sounds like a lot to execute, keep in mind that there are digital marketing experts who can help you craft and implement a plan to maximize conversions for your business.
JEMSU is a results-driven company offering a full-service menu of digital marketing services from content writing to SEO and paid advertising. We offer a customized, holistic approach to digital marketing, tailored to your business goals.
Contact JEMSU today to learn more about how we can help you convert more leads.
Author: Kimmy LeFevre