How to write content that converts

How to write content that converts

Updated 5 October 2022

It goes without saying: your content should have a purpose and ideally drive conversions.

An introduction to writing content that converts

Every marketer strives to write content that converts and drives sales and leads. Indeed, if your content isn’t converting into sales or leads, then it is pointless and might not help you. So, how do you get to create content that will lead to conversions successfully? The secret is to incorporate a little marketing psychology.

How to write content that converts

The biggest struggle for marketers is how to write content like a pro and attract traffic. You have probably been pushing so hard for your audience to be satisfied, doing your best to get your brand out there. Social media is very handy when used applicably. However, if your content is purposeless, it means you aren’t converting leads nor transactions, and minus the two, traffic is useless.

How do you master the art of knowing your potential and current audience so well to keep then enticed? Every business is in search of the necessary hacks to produce better yields. It is a time of the year when consumers are ready to spend on whatever pleases them. The tips defined help you discover ways to drive customers to your site or company via writing content that converts.

Top writing tactics you should try:

1. Tap into the consumer's emotions

Sentiments, sensations, and emotions are the easiest ways to convince potential customers. Motivation comes from within, and most consumers end up going with the feeling in their gut. The main aim when writing content is to encourage an internet user to crave and need your product/services. In other words, do not correspond to target old and monotonous feelings, have something exciting to showcase.

First off, we all know the power of peer pressure. We live in a world where everybody wants to be socially aware and updated. When consumers discover they are experiencing similar things with others, or are lacking what others have, they want to be mindful of these things. This is an amazingly influential marketing dynamism.

Next, your content should make consumers feel like it is improving them. A high percentage of net users are looking for something that will work on their self-improvement. Do your best and deliver your content in a way that shows consumers how to get better at whatever they do. FOMO is another tactic to attract customers. If you feel like there is something you are missing out on, it is human instinct to want to be part of it.

2. Get straight to the point

For your content to be useful and relevant, it is a must to write for the reader. This is a point that when missed, you will lose consistency and practicality. Anytime you write content, the only way users can interact with you is if the info applies to their needs. How then can you ensure your content always maintains its relevance?

First and foremost, you have to divide your target audience. It is vital to segment consumers to create a personal channel with every user. This helps in separating different leads as well as have sites that use specific strategies. On the internet, there are different sectors of the user looking for various things. Your content should appeal to a respective group of people with the same wants.

It is also better if you maintain level-headedness and think of the environment and seasons that affect your consumers’ needs. Having significant content means you have to respect the seasons, events, holidays, and current affairs. For potential customers to be interested in your content, think about what impacts their lives even outside the social media umbrella.

3. Make sure you are trustworthy

Due to the evils hidden on the internet, safety has become a significant issue for the user. Every consumer needs to feel safe and guaranteed satisfaction if they interact with you. Credible products and services attract positive reviews, leads, and, ultimately, sales. All content that converts is trustworthy and dependable; people remember bad experiences more than good ones, so avoid lousy interaction at all costs.

The best way to gain trust from customers is by reducing their worry through your content. One of the questions running through a consumer's mind when reading your content is how trustworthy you are, and it is up to you to show them how. Sales always multiply because unlike other tactics, trust grows as time goes by. And consumers will have the first-hand experience that spreads via word of mouth and social media platforms.

Next, write to empathize while telling a story. Picture what you would want to see and view as a reader to feel safe and trust a digital marketer. Since both parties are using machines, empathizing proves you are not just a robot designed to feed the user what they want. Have a content-writing viewpoint that interrelates with consumers and see how your content converts.

4. Realise the significance of a charismatic headline

Every digital marketer should understand how a headline and front-page is in promoting sales and leads. Yes, your content might be enticing enough, but let’s be real, without a fascinating headline, the content is almost pointless. Us humans are programmed in a way that we immediately become lured by what we see, that is why an attractive headline works wonders. What is the best way to get every visitor hooked to your content in seconds?

Have a headline that guarantees the consumer of a benefit. The opening of your content should be framed in a way that makes someone what to know more. Since the internet is filled with countless ads and pop-ups, a user’s concentration span is short. On top of an excellent headline, keep the reader interested in how you open your write-up. You can ask a question or provide a solution to relatable problems. The two methods will have a consumer asking themselves what comes next, and they'll want to get deeper into your content.

Correspondingly, another quick hack is to hint a shocking and attention-grabbing unknown act or statistic. Try your best to make this intro unique and distinct, rather than standard and boring.

5. Buyer Promotion tactics

After the audience has developed an interest in your content, the next step is to help them understand what you are marketing and how consumers can get it. If you are selling a cabinet, for instance, and give consumers the idea of installing and assembling it all day, they will not be impressed. This will result in great content that does not convert. Create a sense of surety that whatever you are marketing will not give customers a hard time; persuade them to purchase.

Your content should successively show consumer's delivery details. People want to know how they will receive what they are interested in when interacting with your content. One short cut to nail this tip is to make sure your content helps customers visualize themselves expending your products or services long-term.

6. Get rid of any interferences

We have already tackled how short a user’s attention span is, now let us see how to handle that issue. The goal when writing content that converts is to keep the consumers’ eyes on your content long enough to have them convinced. Avoid having too many topics in your content because consumers will lose focus on what initially brought them there. Distractions can range from unnecessary questions to inappropriate link-building.

To convert and produce high sales, center your content on a sole 'ask.' Write with the strategy in mind to lead consumers down the road you intend them to take. Most content writers and creators make a mistake of letting their audience get deflected. However, if you tackle your key points before using links within your content, you will get the benefits of SEO and your content will have inspired sales and leads.

Uncomplicated advice is to try and restrain from links that are different from what you are marketing.

7. Apply the most suitable call to action

You might be reasoning how the call-to-action affects the consumer’s attitude. Think of it this way, you might be using CTAs in your content, but this small section governs if the reader will ignore, bookmark, or decide to interact with you more. The perfect call- to- action outlines the boundary between your audience being enthused by your perceptions, or them being uninterested.

Some techniques you can take advantage of are; asking your viewers to have a look at any other content or eBooks. Their attention will wander across your previous material, thus converting. Likewise, you can create the fear of missing out on your CTA. This can be accomplished by mentioning limited editions or limited spots.

Lastly, try using well-known social media platforms and prompt the audience to be captivated to receive weekly emails/insights. You must use a call-to-action that answers questions in a reader's mind and how getting in contact with you solves these issues.

Optimistically, these seven guidelines are an excellent introduction to writing content that converts unswervingly. Note that it is all about the story and guiding your consumers through a motivating journey. The more they read, the more they should get engrossed. Writing something deeper than marketing is the easiest way to attract leads. Coming up with content that converts is a great hack in marketing. 

Want to level up or implement content that converts in your business? We're here to help, drop us a line!

Written by

Jay Clair

Head of Marketing

Jay is a full stack marketer with a passion for business transformation through digital strategy. Understanding current frameworks and creating a better way forward is Jay's jam.