It’s a Tuesday morning, and you’re sitting in front of your computer, ready to open Zoom. You have a meeting with the CEO titled “Ways to increase website conversions.”
The CEO is busy. She’s experienced and knows what worked well in the past—but it’s 2024, and what worked four years ago might not work today. Heck, what worked six months ago might not work today.
It’s your job to come up with a plan. You need to create content that converts. This article can help.
Table of Contents
1. Create eye-catching content
Content needs to be eye-catching. Here are a couple of visual examples that stood out to me. The first one combines eye-catching elements with the tip below, being creative.
I invite you to imagine the second image as an advert for a mattress designed for side sleepers. Would you click? Would you buy it?
When creating content that converts, the first question to answer is, “Will this catch people’s attention and make them click through to read the content”?
Your task here is to earn that click.
2. Rank first on Google.
This is what we all want, right? Even though AI is coming up with a suggestions box these days, there’s still value in getting on the first page of Google’s search engine results page. Here are the factors to help you rank higher on Google in 2024.
Notice the first one in the list:
Content quality: Create high-quality, engaging content that’s relevant to your audience and written in a natural flow. Consider the length of your content and include meaningful visuals.
You could have some eye-catching content, but the article could be a load of fluff, hard to read, and way too long. Quality content will earn you backlinks as people share it on their socials.
Share this content so others can love it. It takes 4 seconds. This article took me 4 hours.
3. Be creative.
Learn to be creative and write good copy. Take people on a journey with your content through storytelling and learn good copywriting.
Remember, the CEO is busy; she doesn’t have the time to read 5,000-word drafts – but a short, eye-catching, engaging advert, leading to a well-written article. She’ll love it.
Your website visitors will love it, too.
4. Build on your existing content.
This one is important. When you create content for your website, it should build on your offer and other content. The content and tools you create should follow a theme. Building supporting content for this article looks like this:
- 5 Proven Copywriting Techniques to Boost Conversions
- How to Use Social Proof to Increase Content Conversions
- Analyzing Content Performance to Optimize for Conversions
Each article above links back to this one, making this a nice piece of cornerstone content.
Psst. The Content Blueprint can help.
If you don’t have hours to spend on a lengthy content creation course, consider The Content Blueprint, my free 7-day email course that is tailored and structured to get you moving quickly.
“By far the quickest and no-nonsense course I’ve taken. It’s all that’s needed for content creation mastery.”
Woody Hayday
5. Listen to feedback.
The final thing to incorporate into your content is a feedback loop. The best way is to enable comments so people can share their thoughts. You can also look at the engagement metrics:
- Views on the post, likes and comments
- Traffic coming from social media as you share the content
- The conversion rate of the piece of content
Here’s a useful infographic summarising the article. I’d love to hear your thoughts in the comments – what works best for you?
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