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5 Ways to Drive More Conversions in Your Content

7/09/24

Content Marketing

Creating content isn’t necessarily hard. Anyone can create some kind of content. 

But creating good, solid content that helps you achieve your goals for your business? That takes a bit more effort. You gotta know how to drive more conversions in your content so you can achieve said goals, like boosting sales or growing your following.

Lucky for you, you’ve got our guide to help you create high-converting content for your biz.

Include high-converting content in your strategy

What is high-converting content anyway? And why would you want it for your business?

High-converting content, or conversion content, is content that’s been created specifically to drive conversions. In other words, it’s compelling, persuasive writing that asks the reader to perform a certain action. 

This action (or conversion) can be a myriad of things related to your biz, like:

  • Making a purchase
  • Adding an item to cart
  • Signing up for a freebie
  • Joining a waitlist
  • Clicking a link

  • Booking a call
  • Making an appointment
  • Filling out a form
  • Sharing a piece of content
  • Creating a profile

If you’re launching a new course soon, for example, you might publish a blog post related to one of your modules and encourage readers to join your course waitlist at the end. 

But wait. What does “high-converting” actually mean? Well, it depends on your industry. For professional services, it was a conversion rate of 4.6% in 2023. Compare that to B2B ecommerce, which was 1.8%. The average across all the industries studied in this survey was 2.9%. So, before you think that 3.5% isn’t worth much…remember that a high conversion rate is relative! 

Before we dive into those tips for creating conversion content, we’ll leave you with a disclaimer: High-converting does not always equal “getting a sale.” You can track all sorts of customer actions with conversion rates, not just the purchases they make. 

And that’s good for you, because your content shouldn’t always exist to sell. You want to create a variety of content that’ll accomplish different goals. Educating, inspiring, entertaining, brand-building, resonating with your audience…and yes, selling.

Weave your offer into your content strategy

Have you ever listened to a podcast and been surprised by the ending? We’re not talking about true crime podcasts when they reveal what really happened at the end, either. 

Like, you’re listening to a brand or biz owner talk about a topic you’re interested in, and out of nowhere at the end, they pitch something they want you to buy. It feels weird, right? Instead of piquing your interest, they’ve turned you away. 

That’s what can happen if you don’t include your offer in your content strategy from the get-go. 

In this hypothetical sitch, this person should have thought about how their podcast topic relates to their conversion rate goal. If they wanted listeners to download their freebie, for example, their topic should be related to said freebie, like the problem it solves. 

Throw a teaser in at the beginning — “Stick around until the end, because I’m sharing a free resource you’re gonna like” — and you’re persuading people to convert. And you’re not blindsiding them by asking them to convert at the end. 

Think about what your audience needs right now

Let’s see, since 2020 we’ve experienced a global pandemic, ridiculous inflation, a sucky economy, and war. You’d think it’d be hard for some businesses to ignore that and continue to sell their offers, but no. Businesses keep on business-ing.

A key part of driving conversions in your content is understanding what your audience wants and needs right now so that you can continue to provide value. And yes, sell. 

You don’t have to stop doing business, but it’s important to come from a place of authenticity. If you ignore where your audience is at, your content won’t resonate, nor will it convert. You’ll come off as tone-deaf, too, which is not a good look for anyone.

Spice up your content

Alright, we’ve got the content strategy part and the audience part down. What else can you do to drive conversions in your content? 

Spice it up with different forms of content. Not that kind of spice, mind you. That’s our sister brand’s domain.

For text-based content like emails, blogs, testimonials, and case studies, include rich content that supports your ideas. Images and videos can help make your point. Charts and infographics can explain complicated concepts. GIFs make things fun. 

For non-text content like podcasts and videos, be purposeful with the text that is included. Publish transcripts and show notes for accessibility (and for more opportunities to drive conversions). Use effective links and CTAs to get people to convert.

Speaking of which…

Use effective CTAs to drive conversions

Even if you’ve come up with the perfect piece of content that meets your audience where they’re at, you still need to nudge people a little further to convert. That’s literally the job of a CTA. A CTA, or call-to-action, clearly explains what you want someone to do in a few short words.

We have a whole ass post on using CTAs well, but here are three quick tips:

  • Get to the point
  • Place them strategically
  • Make them easy to find

Generally, CTAs are short and descriptive. You might tell your audience exactly what to do in the CTA (“book a call” or “subscribe now”) or write from their perspective so that it’ll resonate (“I want that!” or “I’m in”).

Your CTAs should be placed wherever they flow naturally in your content. At the top of a sales page, at the end of a social post, at the header and footer of your website, for example. You want multiple CTAs that give your audience plenty of chances to convert, but not so much that they get distracted and/or irritated.

Finally, if your CTAs blend in too well with your copy, you miss out on opportunities to convert. Use CTA buttons instead of text. Change the color and font (but still make it readable). Leave white space around your CTAs so that they stand out.

Be strategic with your conversion content

To recap, you can drive more conversions in your content by:

  • Making high-converting content part of your strategy
  • Creating content with your conversion goals in mind
  • Meeting your audience where they are
  • Using different forms of content 
  • Using effective CTAs 

With these tips, your content will be more compelling but also better tailored to your audience and your biz goals.

If you liked this blog, stay tuned for our next post. We’re going to talk about actually measuring conversions (plus other metrics) to see how your content is performing.

And if you want more tips and tutorials on content and copy? Subscribe to our newsletter and you’ll get ‘em twice a month.

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