The best way of developing conversion-friendly content is to clearly define what conversion means for that particular piece of content.
Conversion can be micro and macro. Macro conversion for almost every business is to generate more leads and customers/clients. This is the ultimate conversion goal.
What do we mean by micro-conversion?
Micro-conversion would be, people signing up for your newsletter, or downloading your white paper or case study, or simply sharing your content from their own social media profiles.
Micro-conversion is blog post specific, or web page specific, or a newsletter campaign specific, or even a social media update specific.
For example, after publishing this blog post, if I share the link on LinkedIn, why do I share it? I share it because I want maximum number of people to click the link and come to this blog post to read.
Once they are on this blog post, after reading it, it would be good if they signed up for my newsletter.
It would be better if they shared my link from their own social media accounts. It would be better if they linked to my blog post, or one of my blog posts, from their own website or from their own blog post. This improves my search engine rankings and enables my prospective clients to find my website on Google.
For most of the people, micro-conversion is improving search engine rankings for a particular keyword, especially the keyword or the key phrase they are using in the current blog post. Hence, their micro-conversion goal is met if they are able to rank the blog post higher for the keyword being used.
Another example of a micro-conversion would be to cover a topic in such a manner that it draws lots of traffic from Google and social media due to its quality and relevance.
Multiple micro-conversion successes lead to your macro conversion success – get you more leads, more customers or more clients.
Here are some things you can do to develop conversion-friendly content, or content that converts:
- Always have a clear objective of what you intend to achieve.
- Deal with a specific topic or a specific solution/answer.
- Don’t cram too much information.
- No need to always focus on selling and marketing.
- Have a true intention when writing content.
- Inform & educate instead of trying to impress.
- Make it easier to read and share.
- Write as if you’re talking to someone face to face.
I know, these are very clichéd pieces of advice, but you will be surprised to know how few content writers actually take care of this.