Writing content is considered an art (usually by the writer) that houses a number of specialties, with each type of copywriting hinging on the varying outcomes the writer wants to achieve. For many, it's an expression or a way to show off an extensive vocabulary. For others, it's all about business and using content to achieve certain key performance indicators such as conversion.
Old school marketing tactics still apply in the digital world. Many years of research went into determining how to reach out the consumers to get them to take certain actions. If we look at these tactics, we can more often than not adapt each one to suit the online space. Here are a few ways that you can alter your content writing to make a higher percentage of conversions.
Time Your Call to Action Perfectly
The call to action (CTA) is a prime example of marketing methods that have stood the test of time. It's a simple concept of telling the user what to do and guiding them towards meeting the goals you've set out for your site. These goals or conversions could be anything from signing up for a newsletter to buying a product or investing in a service.
The trick to it is making sure you give the user enough information before you ask them to take action. If the first thing you ask of them straight off the bat is to "sign up for our newsletter" - they're going to question why? What's in it for them? Why would they get any benefit from this newsletter? Make them read what you have to say first, highlight the benefits, the "what" and "why", and then leave them with the CTA.
Back your Headline with an Informative Sub-heading
We've mentioned it before; headlines are the bait that attracts the attention of your readers. It's the snippet of information that quickly describes what your article or site is about and it's the reason people will click on your link, or conversely... move onto something else. What most people don't realize is that so much of the power behind a captivating headline is lost without the use of a sub-header.
Using this article as an example, had I chosen to write the headline as follows:
Get Better Conversions with the Right Content
5 Ways to Improve Your Conversion Rate with Copywriting
It already gives you more information, offers you more of a reason to click on the link and summarizes exactly what you can expect from the article. An example used by Kissmetrics states that a test done with Jumpbox showed an 88% increase in conversion rate with the simple addition of a sub-header.
Use Magical Verbs in your Headlines
Adding onto the subject of headlines, by simply using the word "get" at the beginning of your headline, you're already telling your audience that there's something in it for them. If they click on the link, they're in line to receive something. Using the example of this article again, another variation of this header could have been: Using Content Marketing to Increase Conversions. It works, it still tells you what the article is about, but it doesn't specify that you're actually going to get anything out of it, it only implies it. Be direct and tell your readers what they're going to "get".
There's nothing like a little bit of a carrot to dangle in front of your audience, especially if you approach it in the right way. Make them want to find out more by telling them exactly what they can gain, but don't tell them how. Tell the audience that they're going to "get a 30% increase in conversions". The first question you want to ask is "how"? Leave the "how" behind the curtains and rather focus on drawing them in close enough that they want to find out what's behind it all.
Try a few variations of the above and see what else you can add to the pile. The best way to see what works for you and your business is to do split tests and monitor the progress of each item. Let us know what works for you.