5 Content Tips to Increase Conversion

Enhance Your Online Content Conversion – 5 Tips for Success

Online content writing requires a unique style and formatting that differs from traditional narrative writing and print copy.  Whether you’re a seasoned writer or just dipping your toes in the water for the first time, you should follow these rules when writing for the Web.

1) Less is more.

Web audiences have little time and patience to read all of your content. It is harder to read on a computer screen than a printed page so:

• Write in small, easily-digestible chunks. Paragraphs should be 70 words or less.
• Make sentences short, usually 20 words or less.
• Set a word limit per page, approximately between 300 and 500 words.

2) Know your audience.

When writing for the Web, it is imperative to understand your audience. To sell your product or service effectively, you should:

• Talk to your audience and learn their specific needs.
• Find out the goal(s) they want to achieve when visiting your site.
• Create a reader persona and keep that person in mind when writing. What words speak to them and build an emotional connection?

3) Create useful hyperlinks.

Hyperlinks are beneficial to your site for several reasons. Using keywords within the hyperlink helps search engine optimization efforts while leading visitors to other areas of your site. Here’s what you can do:

• Make the links visible so they stand out from the rest of your text. This will help guide the reader to get more details while staying on your site or article.
• Be sure to place links at action points in your text where it would be natural for the reader to click for more information.
• Avoid placing links near the beginning of a sentence. Readers will navigate away from the page before getting to your main message.

4) Avoid walls of words.

Web audiences are often in a hurry. Make your content easy on the eyes. A reader can be immediately turned off by your page if they see a wall of plain text. To avoid this “word wall” you can:

• Break up the text with headers.
• Utilize bullets and lists whenever possible.
• Use strategic spacing within your content.

5) Use the Inverted Pyramid Style.

Grab the attention of hurried readers before they become disinterested and move on to another site, possibly your competitor’s.  To write in this style you should:

• Place the most important message at the top of the page and the beginning of the paragraph.
• Convince your audience to take the action you want by following up your key point with useful and relevant information.
• Close your page with additional or background information.

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Categories: Content