How can I create content that helps convert visitors into customers?

You probably already know this, but it’s worth repeating anyway—traffic alone doesn’t automatically translate to sales. Just because your website receives regular visits doesn’t mean you’re already a successful business. You need those visitors to convert into customers.

Quite simply, you need to be a popular website as well as a profitable one. So, how do you get the ball rolling to achieve this goal? Focus on content.

Here are some tips we’ve tried:

1. Offer value-added content

A lot of business owners are put off by the thought of offering something for free. After all, didn’t you go into business to make money? Doesn’t it seem counter-intuitive to be giving stuff away for free?

Here’s the thing—visitors love a good bargain. If they think that they’re getting a good deal, and they’re getting it for nothing more than their email address, it can just be the push they need to become loyal customers. Additionally, if you have yet to establish trust and credibility with your audience, giving something away demonstrates the kind of confidence you have in your product or service.

You can try creating a free infographic, an in-depth research paper, or access to exclusive content. This shouldn’t be too expensive or costly to develop, and can prove to be very effective in engaging your audience.

2. Be straightforward and don’t play games

Hinging off the previous tip, there are some readers or visitors who tend to be very apprehensive about free content. Often, companies use this to lure them into signing up for exclusive access, only to be bombarded by offers, ads, and other irrelevant content. Don’t do this to your customers. It’s the easiest way to turn them off your brand.

Whatever content you’re offering, make sure that it’s relevant, useful, and valuable to your visitors.

3. Diversify your content offerings

Articles are great. When well written and extensively researched, they can inform and engage users. However, there are many other forms of content you can explore.

Infographics, for example, are easier to read and happen to be more shareable than traditional blog posts. This helps expand your reach while easily informing readers about what you can do for them. Videos are also a great, more visual option that makes it faster and quicker for you to provide in-depth information about your product or service.

4. Pay attention to your headline

People talk about the importance of headlines so much that it’s almost become cliché to even mention it. It’s a cliché though for a good reason—great headlines prompt people to read through the rest of what you have to say. Once you capture their attention, it’s easier for you to convert them into actual customers.

On the other hand, a poorly written headline will turn off potential customers. All that effort you put into writing and crafting an informative, in-depth article will have been useless.

If you put more focus on improving your headlines to make them catchier and more engaging, you’ll likely see a marked difference in your page views and, ultimately, your company’s bottom-line.

Consider these four things when crafting your next piece of content. I’d also love to hear how well these tips worked for you, so be sure to get back to me and leave a comment below. If you need more help creating content that converts, contact us today to find out what we can do to help.

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About the Author: Prafull Sharma

Prafull is the Founder of LeadsPanda and author of the One-Page Content Marketing Blueprint. He shares tips to 2x your content marketing results on LeadsPanda blog.

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