We’ve talked about getting people to your website through SEO and social media, and how analytics help you understand their behaviour. But what happens once they arrive? Are they simply Browse, or are they taking the next step and becoming a lead or a customer?
This is where your website content shifts from merely attracting attention to actively converting visitors into business. It’s about more than just keyword stuffing; it’s about clear, compelling, and persuasive communication that speaks directly to your audience’s needs and guides them towards a desired action.
Here’s how to craft website content that truly converts:
1. Understand Your Audience (Really Understand Them)
Before you write a single word, put yourself in your customers’ shoes.
* Who are they? (Demographics, interests, pain points, aspirations).
* What problems are they trying to solve? How does your product or service address those problems?
* What questions do they have? Anticipate their concerns and answer them clearly.
* What language do they use? Speak their language, not just industry jargon.
When your content directly resonates with their needs and desires, it instantly becomes more compelling.
2. Focus on Benefits, Not Just Features
This is a classic marketing principle, but it’s often overlooked on websites.
* Features are what your product/service is (e.g., “Our accounting software has automated expense tracking”).
* Benefits are what your product/service does for the customer (e.g., “Save hours each week on bookkeeping and gain clearer financial insights”).
Customers buy solutions to their problems, not just lists of specifications. Translate every feature into a tangible benefit for your visitor.
3. Clear, Concise, and Scannable Language
Online readers don’t typically “read” in the traditional sense; they “scan.”
* Use Headings and Subheadings: Break up large blocks of text to improve readability.
* Bullet Points and Numbered Lists: Perfect for highlighting key benefits, features, or steps.
* Short Paragraphs: Keep sentences and paragraphs brief and to the point.
* Bold Important Information: Draw the eye to crucial details.
* Avoid Jargon: Unless your audience is highly technical, use plain, accessible language.
4. Compelling Calls to Action (CTAs)
Every page on your website should have a purpose, and a clear Call to Action is how you guide visitors to fulfill that purpose.
* Be Specific: Instead of a generic “Click Here,” use “Shop Our New Collection,” “Request a Free Quote,” “Book Your Consultation,” or “Download the Guide.”
* Make Them Visible: Use buttons that stand out with contrasting colours.
* Create Urgency/Benefit: Words like “Limited Time Offer,” “Get Started Today,” or “Unlock Your Potential” can encourage immediate action.
* Place Strategically: Don’t make visitors hunt for the next step. Place CTAs logically throughout your content.
5. Build Trust and Credibility
Visitors are more likely to convert if they trust you.
* Testimonials and Reviews: Prominently display customer feedback.
* Case Studies: Show real-world examples of how you’ve helped others.
* “About Us” Page: Share your story, values, and the people behind the business. Authenticity builds connection.
* Contact Information: Make it easy to get in touch.
At Ferry Website Design, we understand that a beautiful website is only half the battle. Our focus is on crafting websites that not only look good but are strategically designed with conversion in mind. We help you tell your story in a way that resonates with your audience and encourages them to take that all-important next step.
What’s one page on your website you think could benefit most from a content refresh focused on conversion? Let us know!
Ferry Website Design
