Quick Tips for Content that Converts

Do you find that people don’t complete forms or don’t respond to the calls to action on your website? The problem could be your content. The content you have on your website plays a big role in whether or not people take the action you want them to take when they arrive at your website. Here are some quick tips that will help you develop content that converts.

  • Insert calls to action in the right places. Often times you’ll see a call to action at the end of the content on a page. While this is great, there are other places you can insert calls to action. Try adding CTAs to title tags, headlines and even in between section headers.
  • Emotional appeals. Content that strikes the heart of your website visitors will help them know that you understand their struggles and have a solution for them.
  • Bold-face key phrases and words. Bold-face font isn’t just great for SEO purposes. By bolding key phrases or words, you make the most important parts of your content stand out.
  • Appropriate CTAs. Think about where your website visitor is in the buying process. If they’re still in the information seeking stage, then a call to action urging them to “buy now” won’t entice them. It could actually have the opposite effect and turn them off.
  • Don’t make assumptions. Assuming that your website visitor knows what they want and will find it easily on your website is a big faux pas. Guide visitors through your site and provide them with the information they need to make a purchase.
  • Bullet points and headings. Bullet points and headings break up your content and make it easier to digest. In addition, they help you get right to the point of what the page is about.
  • Tell a story. Just like tapping into emotion, telling a story makes the content on your website relatable. If website visitors identify with the story you tell, they’re more likely to take the desired action.

These are just a few ways to help you ensure that your website content converts, but there are many more ways you can improve the content on your website. See how Fathom writes high-converting content for our clients.

About Caroline Bogart

Caroline Bogart is a Senior Copywriter / Online PR Strategist at Fathom, and has been working as a copywriter with the company since 2009. She is a graduate of Miami University and John Carroll University, with a Bachelor’s degree in journalism and a Master’s degree in communications management. Previously, Caroline was a marketing communications specialist at an industrial engineering and manufacturing company. Her marketing and copywriting background in the manufacturing industry enables her to craft conversion-friendly technical and non-technical content for her clients. When not helping manufacturing companies like Akron Brass Company, Diebold and others achieve success; Caroline gets her creative juices flowing by baking and crafting.

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