Those who own an online business are no strangers to writing content, especially if they have yet to collaborate with a professional digital marketing team. Whether writing copy for pages on the website, updating product information, or delving deep into industry news using a creative blogging platform, content marketing is a crucial part of building brand awareness. That said, your brand’s impression heavily depends on increasing conversion rates to your website, and to do that, you must first understand how conversion rates work to improve visibility, traffic, and sales

What is a conversion rate?

A conversion rate is a general term that refers to the recorded percentage of users who have completed a desired action or site goal. The rate is calculated by taking the total number of users who convert—actions and goals come in many shapes and sizes (examples, clicking on an ad or completing a purchase)—dividing it by the overall size of the audience, and converting that figure into a percentage. 

What is conversion rate optimization? 

Known as CRO in its short form, conversion rate optimization is the systematic process of increasing the percentage of website visitors who take your desired action or complete your site goal—be that subscribing to a newsletter. CRO also involves understanding how users utilize your website, what actions they take, and what work needs to be done before their complete your actions and goals.

Search engine optimization and how it works to improve conversion rates

You could write as much content as you want, but if your copy isn’t following the right search engine optimization (SEO) techniques, potential customers won’t find it on the web. You will simply possess a low-traffic website that has tons of copy. This is because the CRO is closely related to SEO. By writing SEO-friendly content through the use of industry-researched keywords, pages can increase their visibility on popular search engines where customers have the chance to find them and click. There is also an opportunity to improve and generate lead growth by writing bulkier content and answering questions to improve click-through rates, which also assists in improved conversion rates

What are some ways that you can improve your content to help with conversion rates?

While content should be written with a clear vision of what needs to be conveyed to the consumer, it can also be crafted to build an emotional connection with the reader. 

Listed below are actions your business should take to improve your content:

  • Include a call-to-action: Weak or nonexistent call-to-actions (CTAs) give customers zero incentive to engage with your content. Be sure to utilize this part of your copy to offer something truly valuable so that your copy doesn’t become buried over time. 
  • User-friendly development and design: Aside from having a website that functions well and transitions quickly, you should also ensure that it’s mobile-friendly and your information forms are short and sweet. Signups or checkouts that required too many fields or pages often lead to users abandoning before the desired action is complete. 
  • Clear contact page: Customers shouldn’t have to scour your website to find a phone number or email address. 
  • Use high-quality images: Stock images are great when you’re first starting out, but if you want to further establish your brand, we recommend adding photos of the staff, facilities, products, and services to better connect with your customers. 

What methods have you used in the past to increase your website’s conversion rate? Please share them with our audience in the comments section below.

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