How to Write Content That Converts

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Writing highly relevant content that gets the exposure it deserves is no longer as simple as it was. Nowadays, readers expect full UX implementation in the content they digest online.

And while User Experience does make a difference in context, it’s also important to convert those hits into recurring followers. Let’s take a look at several ways in which you can write better content that can help you convert more readers into loyal fans.

Plan SEO in advance

It may seem counterintuitive at first, but planning SEO in advance does help a lot. Search Engine Optimization represents all the rules and regulations set in stone by Google.

While these regulations change with trends (like keywords and popular search terms), some of them are passive in nature. There are several SEO elements to consider when planning your next batch of content:

  • Which keywords are trending in your niche? Can you implement them into your headings and subheadings?
  • How many image files do you intend to post with each article you write? Can you lower the resolution and size without losing the overall quality?
  • Do you have a database of existing articles, blog posts and pages to link to? Interlinking can help your SEO and conversion rates a great deal.
  • Is your site responsive and ready for smartphone devices? These devices have varying displays and browsers, making it important for you to design content with their limitations in mind.

Keep your audience in mind

The best way to engage your audience and convert them into followers or customers is to place yourself in their shoes. The UX writing trend that’s taking over the industry revolves around careful planning and consideration of the end user’s needs. If you write about a topic no one cares about, your conversion rates will reflect that.

Alternatively, you can use writing or a localization service online to adapt your content to your audience. These platforms provide professional writing help to anyone in need of content curation and writing in general. Choose the one that best suits your needs for the maximum effect on your conversion rates.

Website topic clustering

A good way to keep track of your content and invite more people to join you is by creating clusters. Topic clustering is a new SEO tactic that allows you to create predetermined content based on a single topic.

For example, your site may operate in the graphic design niche, so you may want to talk about book design for several consecutive weeks. This will create a topic cluster of interconnected articles and pieces of content that audiences can follow along with easily.

Topic clusters are a good way of making sure that people stick around with your website and interact with your products or services. However, make sure to stay on topic when building your cluster – it can be tempting to change topics mid-cycle, which won’t bode well for your SEO or conversion.

A customer’s journey

Raising your conversion rates is all about increasing the appeal of your content for the audience. You can do this in several ways, but the most important aspect of it is found in User Experience design methodology.

Customer’s journey represents the literal journey your visitors go on once they reach your website. The journey starts with their discovery of your site and ends (and begins again) with their purchase of your products or services. Whether you are the site’s owner, a content creator or a CMS administrator doesn’t really matter.

In the words of Chris Mercer, founder of Citatior: “We are all responsible for creating the perfect union of quality content and memorable customer’s journey for our readers.” You can affect the customer’s journey of your site even in the tiniest ways that will ensure visitor retention and eventual conversion.

Keep it simply silly (KISS)

Appealing to the larger demographic may seem like an overreach to the untrained eye. However, one of the most effective ways of ensuring visitor conversion is to keep your content simple (at first).

The more people are able to understand and identify with your content, the more likely they are to stick around and pitch in. Targeting a niche audience from the get-go might lead to the creation of a very healthy and active community but it won’t continuously raise your conversion rates.

Make sure to simplify your content as much as possible and use proper formatting techniques. These include subheadings, bullet points, list-type articles and other easy-to-digest content. Once you are satisfied with the built up community, you can start narrowing your content’s field of interest in the desired direction.

Continuous conversion (Conclusion)

Writing content that converts is an ongoing project. You should constantly pay attention to your content’s performance as well as any feedback given by your readers. Trends change in every industry, especially when online SEO is involved. Stay ahead of the curve and your conversion rates will reflect that effort.

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