Understanding the keys to content optimisation is crucial to achieving desired business goals. Optimisation can serve several functions, such as ensuring better search engine rankings or guaranteeing conversions.
In each of these cases, the suitable approach and actions to be taken vary.
SEO optimization helps to improve rankings by using keywords to drive traffic to your site. Conversion optimization, on the other hand, seeks to persuade visitors to your site to take an action, such as completing a form and providing their contact details or making a purchase and becoming an actual customer.
Of course, it is important to attract visitors to your website. But the attraction leads nowhere if you cannot achieve conversions from it. To do this, you need to be familiar with their needs and motivations and help them make a decision. The following describes what are the keys to content optimization for conversion and how to use them to your advantage.
Focus on your Audience
The first step is to put yourself in the shoes of your target audience. What are their interests? What obstacles do they face? Where are they in the purchase funnel? Answer these questions so as to best steer them toward conversion.
For these purposes, it is recommended that you create a buyer persona profile. Define it in as much detail as possible and address your audience using appropriate language and terms. Keep in mind that approaching a B2B customer is very different from approaching a B2C buyer.
In this case, some informal language may be appropriate to create more familiarity with your audience. This is one of the main keys to optimizing content for conversion.
Think Seriously About your CTAs
Moreover, you should pay attention to where and how you present your call to action. It is also necessary to consider where the customer is in the buying journey.
Users at the top of the funnel (TOFU) are not ready to make a decision. Your CTA should be geared toward attracting their attention and building a relationship. Your potential customer is still in the information-seeking stage. Focus on providing valuable content and rule out direct selling for the moment.
Instead, for a customer who is at the bottom of the funnel (BOFU), the CTA can drive the purchase. Consider offering limited-time free subscriptions or downloadable resources such as ebooks or demos.
The placement of CTAs is another key factor in optimizing content for conversion. These should, for no reason, interrupt the reading but rather be integrated naturally into the content. Otherwise, they can scare away potential customers by being too aggressive or annoying. Use CTAs to invite your visitors to delve deeper into the topic and get solutions to their needs.
An effective call to action focuses on the potential customer’s pain point and appeals to their emotions. It makes them feel understood. They should believe that you can provide an answer, if not a solution. Consequently, it is preferable to introduce the CTA after establishing a connection with your audience.
Also, be sure to provide reliable data and gently exert your authority on the subject. You must earn the trust of your audience and demonstrate your credibility.
A good CTA is characterized by:
- Explicitness – tell the reader clearly what they should do;
- Advantage – explain the benefit of performing such an action;
- Sense of urgency – by using words such as “now” and “just for today,” the visitor believes the offer is unique and limited.
Present the Full Potential of your Content
In focusing on what the keys to content optimization are, it is necessary to align your proposition with the audience’s expectations. Your content should guide and facilitate the buyer’s journey. To do this, implement the following recommendations:
Write to Attract the Attention of your Audience
If you want to know what the keys to content optimization for conversion are, you should not overlook content writing. Language is a very powerful persuasion tool.
Engage your audience with easy-to-read, well-written copy and relevant information. Create flowing, inviting copy that engages the reader. Use the AIDA model for writing your copy.
Mind the grammar and spelling and use adjectives wisely. Be prudent in your word choice, so the wording is familiar and meaningful to the interests of your audience.
Structure your Content to Facilitate the Understanding of Key Information
Make it easy for your audience to find sought-after information quickly. The format of the content can be your greatest ally here. Do not hesitate to add graphs, bullets, lists and comparison tables.
Graphic elements can facilitate understanding of the subject matter and attract the reader’s attention. If the content is difficult to digest or uninviting to read, you may lose your audience despite the value of the content. Remember that one of the keys to optimizing content for conversion is to retain your audience.
Avoid long blocks of text and highlight the main ideas. For this, lists are ideal because they allow you to present information concisely, particularly if it is a large amount quantity.
Likewise, comparative tables offer, at a glance, a significant amount of data of interest to the reader. Because our attention span is limited, tables are an excellent way to attract the interest of potential customers.
Focus on your Audience’s Issues
Of course, you will want to talk about your brand and your content. However, the focus of conversion-optimized content should be on solving your audience’s issues or concerns.
Although your interest is obviously commercial, your articles should not be perceived as promotional material. Don’t merely list the features of your product or service. Instead, talk about the benefits and solutions these hold for the potential customer.
Your copy, however, should not be impersonal. Effective copy is capable of conveying your brand voice without becoming a sales brochure. Conversational copywriting is key to content optimization for conversion. Engage the reader and avoid self-aggrandizement and grandiose phrases. Consider that your audience is really just looking for answers.
Furthermore, bragging about your benefits without putting them in the context of a solution can detract from your credibility. Your message should focus on the needs of your audience, not your company. In short, grab their attention and convince them that your company has the solution for them. Persuade them to convert by continuing in the purchase funnel.