An effective article that converts may look like every other article on the internet. But little did you know there are bits and pieces of copy that are strategically placed to nudge readers in the right direction – leads and sales.
In today’s article, learn everything you need to do to create an effective article that converts readers into leads and generates sales.
What is high-converting content?
In a nutshell, it’s a well-produced and highly optimized piece of content that turns viewers and readers into paying customers. It’s more than just setting up the website for conversion, it’s also creating content that addresses a buyer’s search intent.
These are the qualities of a high-performing and results-driven article:
- Solves a problem
- Gives valuable information
- Provides helpful tips and comprehensive how-to
- It has a great optimal viewing experience on any device
- Has an emotional appeal to it
- A unique way of delivering content
An article that ticks off all of these boxes is what you want and should create. Now, how do you do that? You’d be surprised how easy it is! Check out the next section to learn more.
How do I write a high-converting blog post?
You might think, “An article that brings in hundreds or thousands of views and dollars? That must be so hard to do!”
Actually, creating quality posts isn’t rocket science. It takes a while to take effect, yes, but there are things you can do in just a snap. These small changes can have a big impact on your article, giving you the results you wanted.
Here are 8 doable tips for writing a blog post that converts:
Before anything else, research. We cannot stress this enough. Doing thorough research right off the bat allows you to make sound decisions and strategize as you produce your content.
About your audience
- Who are they?
- What do they want and need?
- Where are they located?
- What platforms are they on?
- What type of content do they consume?
Pain points of your audience
- What questions are they asking?
- What problems are they facing?
- How can your product or service solve their problem?
- What platforms are they on?
- How are they delivering content?
- What is their brand persona and tone of writing or addressing their audience?
Content of your competitors
- What topics have they covered?
- What type of content do they produce?
- How do they answer their audience’s pain points?
Relevant information and verified facts
- What information should you include in your content?
- Are they from a credible source?
- How will you organize the useful information to make it easy to understand?
2. Write headlines and subheads that speak to your audienceWhen done right, headlines can be your best friend. Boring headers will less likely to attract readers and turn them into paying customers. At most, it will only inform the reader what they need to know. An ineffective header is forgettable and most likely not gonna perform well. You have to write compelling headlines and subheads to capture the audience right away AND make them stay.
3. Break up text paragraphs to make copy easier to readHave you ever clicked on a page in a Google result only to be welcomed by a huge chunk of words that filled up the whole page? Yikes! Putting out long paragraphs is the easiest way to make readers leave. These readers could turn into customers, thus you lost potential leads. So what should you do? Shorten your paragraphs. Keep it at a maximum of 2-3 sentences. Breaking up paragraphs makes the article easier on the eyes. Apart from that, the information looks digestible, which doesn’t overwhelm the readers. Thus making them stay longer on your page which ramps up your average time spent on the page.
4. Use bullets forms when enumeratingAnother point that falls under proper formatting is to use of bullets. They are used when you have to enumerate more than three (3) items. Reading in bullets makes information easier to read and skim through. This is also particularly helpful for audiences who are the type to scan the whole article first to check if the article contains what they’re looking for before they actually stay to read.
5. Insert media that supports your copyTo add value to your article, it’s truly helpful to add images, screenshots, files, or videos that support your copy. Sometimes, just reading about something isn’t enough. It’s like dipping your toes into a pool only to find out it’s only shin-deep. Adding several forms of media, however, does wonder. For example, GIFs add fun and humor to the copy. Images and videos give visual reference for visual learners. Screenshots of certain things give more context, and maybe providing PDF files or PPTs will be helpful learning materials for those needing more context or examples.
6. Add a clear call-to-actionThis is the secret weapon that leads readers to the right direction. When a reader reaches the end of your article, now what? Don’t allow them to just leave. If you want your article to convert, you have to subtly encourage people what to do next. Lead them to your website, suggest them to shop now, or ask them if they want to sign for your newsletter. Here are a few examples you could follow:
- Are you ready to shop? Visit our website and get your own [PRODUCT] now!
- Want more of these tips and tricks weekly? Sign up for our newsletter here: [LINK]
- Missed the flash sale period? Follow us on our socials to stay updated! [LINK TO SOCIALS]
- Not sure how to use the [PRODUCT]? Check out our video here: [LINK]
- Isn’t that exciting? Join our giveaway to get a chance to win [PRIZE]. Check out the mechanics here: [LINK]
7. Optimize for SEOBefore hitting the publish button, make sure you’ve optimized your article. This means:
- Adding the meta description
- Providing an excerpt
- Writing the alt image text
- Customizing the slug/url
- Making sure the keywords are placed correctly
- Resizing headers and subheaders (use H1, H2, H3, etc)
- Write an intriguing title with a keyword in place
8. Monitor the performance
- Average time spent on page
- Bounce rates
- Top pages
- Top Keywords
- Traffic acquisition
- Organic Traffic