How can I change my existing website content to maximize conversions?

I already have content for my website for professional software services in a very targeted domains. What are ways to enhance the content such that it maximizes conversions?


On a selective basis, I'm beginning to offer landing page content writing (including rewriting) services.

If you think your website text may be less than stellar, I can take a look.

Answered 9 years ago

Step one, review if you have got the right content types (pages, blog posts, social updates, newsletters, case studies and every type of content that you want to share).

If the content inventory is fine, I propose a gap analysis. What all content you have (types, voice and tone, deliverables, media adaptability, your understanding of audience needs), VS what all content types your audience needs. This will give you definite directions on where you need to optimize content, and how.

Next are the steps for leads or conversions strategy, whether email marketing, social marketing, conversion strategies, or others. Ultimately, it should stem out of the gap analysis.

I do content inventory, audit, and gap analysis so that organizations can plan their digital marketing and conversions strategy. Please setup a call to discuss more, if you want.

Answered 9 years ago

I tell my clients to think of their websites like a sales funnel. Try to look at each step of the site as a step in the funnel. You want to shorten that as much as possible but still give your potential customers the information they need to make the informed decision you want them to make.

Secondly, you want to test, test, test. There is no silver bullet here. By setting up an A/B test process on each of your pages and on each element of the page, you can test every aspect over time and optimize to get the best results for your website. There are some really easy ways to do this now. So, whatever you start with, do the testing and improve it regularly. Make testing, evaluating and improving an ongoing part of the process and you will get the conversions you want.

Answered 9 years ago

This is a problem that many people run into when creating a website. What's the best way to create powerful content that results in an increase in conversions (i.e. higher sales)?

In my experience, it's best to look at the way you have structured the content, make sure that it is voiced appropriately for your audience, and that you have goals around what you intent do do with your website's content.

The creation, structural design, and attempt at influencing action with copy is called information architecture. Understanding the principles of information architecture (research, discovery, design, develop, test, and grow) will help you more than anything else when learning how to make your content more effective.

I would suggest reading this article:

It highlights the basics of information architecture and will help you on your journey.

If you have additional questions or are struggling on a particular concept you're welcome to follow up with a phone call. I would love to help you in any way I can.

Answered 9 years ago

1. Be clear about the benefits of your product. It's so easy to talk about features, but if you can translate those features into real benefits for your users then you're words will be more effective.

2. Continue the conversation from whatever source brought them to the site. Ensure that you are matching the message that brought them to the site. E.g. If I click on something that says, "Free Painting Tutorials" I don't want to land on a page selling artist materials.

3. Understand who your users are and what motivates them. This will help you know why your users like or dislike parts of your website and services. Qualitative research (surveys + user testing) will help you to gather this info.

4. Answer objections. Once you know who your target users are create content to answer all the objections they may have.

5. Have a clear funnel for your website visitors to follow towards a conversion goal.

6. Optimize.
a. Find pages with high exit rates in that funnel.
b. Run user tests to figure out what their objections are and why they might leave the site.
c. Tweak the content and copy based on research.
d. Run tests, or simply monitor results, to see if things improvement.

If you'd like advice specifically tailored to your website I'd be happy to help. -

Answered 9 years ago

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