How to write content that converts readers to customers.

Time needed: 15 minutes

From the text on your website to the content in your blogs to the information in your promotional e-mails, a copy is everywhere. It’s no secret that stellar content is a marketing must-have for any business – for example, you might have heard the phrase ‘content is king’. Content, specifically text or copy is what makes your website great – but only if it’s written with the intention of converting readers into customers. Having a lot of content isn’t a bad thing, but if your copy is sloppy, it can bring down your SEO ranking and lead to fewer conversions and sales.

To help take your copywriting game to the next level these are our top 10 copywriting tips to keep in mind to help increase your SEO and conversions.

1. Know your goal

   Your business is selling a benefit or a solution to a problem for someone. Before you start writing, you need to understand what that goal is first. A common mistake people make when writing content is, they list a bunch of great features about their product or service, but don’t explain why a person may need it. Features are great to include in your copy, but not without a specific call to action (or CTA) in mind. Deciding on a goal should be your first step.
   
   

2. Research your keywords

   Before you start writing, you need to have a few keywords in mind and sprinkle them throughout your text. Not only will this help improve your SEO, but it will also help you better understand what people are searching for related to your business. However, it’s important to understand how keywords work and the likelihood of you ranking for specific words. As an example, let’s say you own a local shoe store. Ranking for the word ‘shoes’ will be incredibly difficult to rank for because there will be so many businesses trying to compete for that word. However, if you aim to increase your search engine ranking for a long-tail keyword such as ‘athletic shoe store in Barrie”, the search volume may be lower, but you will more likely to rank higher for that keyword because there will be less competition. Once you’ve done your keyword research, you can begin writing.
   
   

3. Write with SEO in mind, but think of your audience first.

   It’s good to think about important SEO tactics when writing your copy, but it’s more important to write with your audience in mind first. If you’re just focusing on throwing in as many keywords as possible or where you can throw in a CTA, it won’t be as effective if you’re not asking yourself ‘what will be the most helpful or useful information for my audience?’ The more people find your copy or content to be helpful, the better your SEO ranking and conversion rate.
   
   

4. Be conversational. 

   Forget everything you may have learned about academic writing. When writing content for your audience, you need to be as concise as possible. You are an expert in your field, but it doesn’t mean everyone will understand the lingo in your industry. Speak in terms that everyone will understand. A good rule of thumb for this is to write your text in a way that a teenager or someone of an older generation might understand. Like explaining things to your kids or your grandparents.
   
   

5. Write in short paragraphs. 

   When you are copywriting, think about how you would like to read something. Would you rather read a dense, long-form paragraph, or would you rather have that information broken up into smaller, readable pieces? Take this blog you’re reading right now for example. Breaking up the topics into shorter paragraphs or using a list-form such as this makes your content skim-able, informative, and a lot easier on the eyes as opposed to writing your content out like an essay.
   
   

6. Research your topics.

   If you want your content to be read, you need to make it relevant. Along with keyword research, think about and look at what your audience is searching for. This may be done through keyword research but also look at the FAQs you receive from your social media or comments people leave on your blog posts. These also make great sources of inspiration for content too.
   
   

7. Watch your spelling and grammar.

   Did you know that 74% of web users pay attention to the spelling and grammar of a company’s website? If your content is riddled with spelling and grammatical errors, it is more likely that your audience won’t take your content seriously, therefore they may not take your business seriously either. Look at this example paragraph below.
   
   According to the Business Dictionary, the definition of marketing is stated as “the management process through which goods and services move from concept to the customer.” And, the article specifically mentioned the classic strategy outlining the 4 P’s of marketing: product, price, place, and promotion.
   
   Now, read this paragraph:
   
   According to the Busyness Dictionary, the definition of marketing is stated as “the management process, through which goods and services move from concept to the customer.” And, the article specifically mentioned: the classic strategy outlining the 4 Ps of marketing product, price, place and promotion.
   
   These little errors are easy to make, but clearly make us as readers pass judgement about the writer or the company responsible for the content. (Side note: our team HATES the thought of and knowing that the errors above are on our website but, it’s important to show you the difference.)
   
   

8. Include helpful information. 

   Take a look at tip #7. See how we added a statistic about the effect spelling and grammar can have on your copywriting? This is just an example of helpful information that you can link to in your content that will provide your audience with more information. It doesn’t mean you need to jam-pack something with links for it to be helpful, but occasionally, it’s a good idea to throw in a statistic, infographic, video, or another article to help improve your readers’ understanding of a subject.
   
   

9. Don’t underestimate the power of storytelling. 

   People by nature are motivated and more captivated by storytelling. Remember, you’re not writing for a robot or a search engine, you’re writing for real people, and real people enjoy stories. As an example, let’s say you’re a hairdresser who’s writing a blog about why you shouldn’t bleach your own hair. You can give a real-life example of an anonymous client who maybe came in having ruined their hair trying to do a DIY bleach job, and then explain how you were able to help them fix it. People connect with stories and can learn and receive strong messages from them. That’s why our history is passed down in stories often to make the information easier to remember.
   
   

10. Be authentic and honest.

    Being true to what your business represents and being 100% honest is one of the most important parts of your copywriting which your audience will respond to the best. Whether a client is ordering a jacket from your online shop or is about to pick up the phone to book a consultation with you about their mortgage, a client will need to trust that they’re choosing your business for all the right reasons. So, be real, be honest, and represent your brand proudly in your copywriting.