Increase your sales and conversion rate by writing useful content

Content doesn’t just mean text full of numbers and hypothetical statements. It needs to solve a purpose, your visitors and prospects must find it useful. After all people don’t visit your website or blog out of some altruistic reason — they are always looking for something, whether it is information or entertainment. If they don’t find your content useful, if it doesn’t appeal to them, they are going to leave your website quickly without doing business with you, and they are never going to come back if they remember you or your website. Whenever somebody visit’s your website, he or she is thinking, "What’s in there for me?"

But how do you make your content useful; how do you make it cater to a particular need? It’s very simple — by putting your visitors’ interest first. This may seem like a cliché beaten to pulp by various "copywriting experts" but you know what, consider it a miracle, but it really works. Whenever you are creating content for your website, or whenever you are getting it written, keep in mind what you can offer in the best manner and how it can help your visitors. A few days ago I wrote about instilling confidence and trust with your copy. If your visitors can trust you and have confidence in what you have to say they are not apprehensive when they have to purchase a product or service from you. This trustworthiness can be established by encouraging your visitors to come to your website again and again, and this can only be achieved by providing something extremely useful and informative, and on a regular basis. Once trust is established they buy from you even if you don’t ask them to and simply mention that you offer a particular product or service.

Every product or service has a niche market and people are constantly looking for useful information.  Let us assume that you sell an accounting software. Instead of mentioning on every second page of your website or blog how great an account package you’ve got, you can publish interesting trivia about your product. Recognize your market and generate content accordingly.  If you are targeting small businesses with not much knowledge about accounting and bookkeeping you can publish lots of tips and tutorials on how to easily maintain books with your accounting software.  You can also talk about various accounting procedures and how your software tackles them. You can publish objective reviews of other accounting software products so that people can compare and make educated decisions. You can also publish cheatsheets that make it easier to use your software. Sky is the limit when it comes to creating useful content around your product.

The same goes for a service that you provide. Take for example my online content writing service. You may think what is the use of publishing content that helps others become better content writers and online copywriters? When  I am sharing my knowledge and experience I am establishing my authority. I agree…90% of my visitors must just be coming to learn content writing and copywriting, and I’m really glad, and humbled, that I can teach them something, but the remaining 10% can see how much I know about content writing. By going through various pages and blog posts  they can make out that I can improve their conversion rate as well as search engine rankings by my writing experience.  I may not be one of the best writers on the Internet but I definitely know what I’m doing and I abundantly share that on my website.

By constantly generating highly useful content I also increase my chances of getting linked to by other Webmasters and bloggers and consequently, increase traffic and search engine rankings.

Creating useful and valuable content may seem like an uphill task in the beginning but you will find in the end that it is genuinely rewarding. You increase your goodwill, you strengthen your brand, and you encourage people to pay close attention to what you’re saying and offering.

3 thoughts on “Increase your sales and conversion rate by writing useful content

  1. Jenny Pilley

    I enjoy reading blogs like this because they are useful to come back to when writing content for the web. Of course, I think many business forget when writing online content that have an audience to attract and often get too involved in the selling process. It is so important to get across the value of what you have to offer your customers to benefit them, so the balance between selling and valuable information is equal.

  2. Philip M.

    Nice post! I must admit that maybe I’m one of them fellows who scour the web to gather tips not only for myself but also for my fellow content writers. I find your humble post to be very informative, and I sincerely wish you find success in what you do.

  3. Katherine Charles

    I think keeping the audience's attention without boring them is vital. You want them to know what you do but at the same time don't want to go on and on and end up boring them. I wouldn't carry on reading something after the first couple of lines if i found it boring or completely e relevant to what i first visited the site for. How do you find the balance of explaining enough without losing the interest? Is that why the key words are so important to get across right in the beginning?

Leave a Reply