How to create content that converts

It’s unlikely that you’ll dive head-on into any project without doing your research. But when we say “research your audience”, we don’t just mean demographics.

Think of your brand connecting with your audience in the same way you’d connect with a person. The more you understand and resonate with them, the more you’ll remember them and trust them. It’s these emotional connections that lead to brand loyalty, so dig a little deeper to discover more about their personality, what their pain points are, and how best to engage with them.

You’d be forgiven for thinking that the more concise your content, the better it is for conversion rates - but that’s not always the case. If you can say something in 10 words, then (of course) you shouldn’t use 20, however, the amount of content on your page will depend on who you’re targeting - especially when it comes to your product pages.

For example, if the product you’re selling will be a significant investment for someone, then it’s likely that purchasing the product will be a much more emotional experience. This means that detail is key. On the flip side, if you know your users want a quick and simple path to purchase, and are merely comparing similar products or making a repeat purchase, it needs to be scannable. The best product pages enable the reader to choose the path that’s right for them - so think about how to tackle both scenarios in the most efficient way possible.

Whether you're creating copy for a web page, a paid ad, or an email, it’s important that your content has a single, clearly defined goal.

Outline what you want your content to achieve. Is it about signing up for a free trial or requesting a demo? Is it to purchase a product or service? Or is it simply encouraging users to head to your website to find out more? Whatever the call to action may be, make sure that it remains the sole focus of your copywriting.

Readability is one of the most important factors in conversion. You want to capture your reader’s attention, keep it, and persuade them to take action, so it’s essential that you’re able to engage them right away.

When we talk about readability, we don’t just mean the words we use. We shouldn’t use over-technical jargon or colloquial language if it’s not right for our audience, but what we say also needs to be clearly presented and free of any ambiguity. Test your copy on other people to check that it’s easily digestible and can’t be misinterpreted. As a general rule: if you had to read it twice to understand it, it needs to be reworded.

Your content should be something that you’re constantly learning from. There are so many different approaches to take when it comes to writing copy, so you’ll only really learn about what converts best by regularly testing.

A/B testing email subject lines and body content is a great way to quickly and easily see what works for your audience. And when it comes to website content, take a look at your product and landing pages to see how they can be improved. Can you factor in some FAQs content that consistently comes up through the customer support channels? How are your competitors talking about their products online? Do your USPs shine through clearly enough? Your business is constantly evolving, and it’s important that your content comes along for the ride.