How to Make Sure Your Site’s Content Converts

How to Make Sure Your Site's Content Converts
If people aren’t calling, e-mailing, or making enough purchases through your website, relax – it happens to everyone at one time or another.

The web is a very new and fast-changing place, and it’s difficult to stay up on what works and what doesn’t.  A number of factors affect your conversion rates, including your:

  • Search rankings
  • Keyword competitiveness
  • Website design
  • Strength of competition
    META titles and descriptions
  • Target market’s demand for your product or service

The copy on your website, however, also has much to do with how well your website converts, so we’ll take a look at that today and give you some pointers for success.

Top Web Copy Aspects to Fine-Tune

  • META Title – That’s what people see first when they search for your website.  It has to have your target keyword (ideally near the beginning) and perhaps should contain a secondary target key phrase.  Most importantly, it has to contain a benefit that speaks loudly to your target market.
  • META Description – Yes, it’s meaningless for SEO.  But, get that primary keyword in there because Google bolds it, and variations of it, which makes it more likely people click on your search result.  Secondly, you should include your Unique Selling Proposition (USP), or in simpler terms, more detail regarding your strongest benefit.

So, that’s the work you do offsite.  But, make sure you don’t overlook it because that’s what gets people to your website.  Once you have visitors on your website, then you need to pay attention to the following:

  • H1 – This is your primary heading.  Make sure the primary keyword is again in this heading and ideally near the beginning so visitors to your site know they made it to the right place.  Make sure this also contains a strong benefit (are you noticing a pattern here?).
  • First paragraph – Also called your “lead-in,” the first few sentences of your first paragraph MUST be interesting immediately.  It’s what gets your visitors interested and reading the rest of the page.
  • H2 – All the following subheads should be H2s and should contain either the primary keyword, or the secondary and tertiary keywords.  Google gives more weight to keywords in H1s and H2s.  Make them interesting, and if you can, get a benefit in each.
  • Call-to-action – Finally, your content must close with a compelling call-to-action.  The most effective calls-to-action include both a sense of urgency and an incentive for taking action.  For example, “contact us” is fairly stale and weak.  “Contact us now” adds urgency and is a little stronger.  “Contact us in the next 24 hours and receive a 10% discount on all purchases” adds both urgency and an incentive for taking action.  That will get you the most conversions.

There’s Much More, But Hopefully You Learned Why Content is So Important…

Content development that converts is an art form all its own and takes many, many blog posts to fully describe.  However, this one gives you a basic idea of how to create it, or perhaps why it may work best to have a professional do the job.

At i5 web works, content development is more than simply “inserting text.” We employ a process that involves research, competitive analysis, understanding your business, and learning your sales goals. The more we know, the better results we’ll deliver. Visit for more information.

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