Think It Through
When writing content for your free website, it helps to keep in mind why you are writing it in the first place. No matter what type of site you run, chances are you are writing to bring about a certain reaction from your readers (sales, sign-ups, etc.) and need to aim your content to this end. As an important aspect of running a website, it should be thought through with a strategy in mind.
Provide Rich & Relevant Content
The content you add must be relevant to your site’s purpose and something that your readers will find useful. After all, if you’re promoting a pet-sitting service, you wouldn’t go on about home appliances, would you? Of course not. However, writing about a pet shampoo you like or a new veterinarian forum would be of interest to most visitors. Keep it industry-related and to the point to ensure that your target group returns time and again.
Respect Your Readers’ Intelligence
Today’s consumers are savvier than in the past and have gotten used to the “everybody is selling something” idea. Also, due to the recent vast inundation of ads, in many people’s minds, there has become a fine line between selling and spamming. With this in mind, try to write your content with a subtle touch, simply highlighting what makes your business or company worth knowing about.
Think of it this way: a nice plate of information with a side of sale…hold the spam!
Skip The Hard Sell
It’s a good idea to avoid hard sell tactics and over-stating your point because visitors are more likely to read it as annoying or pushy salesmanship than the passionate statement you meant it to be. This doesn’t mean that you should appear detached; it simply means to tread cautiously with things like adjectives and flowery language. After all, which would you rather read: “Click Here RIGHT NOW to get this AMAZINGLY SUPER-DUPER Do-All-Your-Housework Newsletter Deluxe 3000 that will make your life SO MUCH EASIER!!!” or “Sign Up Now for our FREE newsletter to get weekly tips on how you can better manage your household chores”?
Make Your Visitors Feel Included
Try engaging your readers in a two-way conversation that involves their interests and input. If you can do this in a way that also allows the opportunity to tell a story that explains how your product can be of use to them, all the better. Keep track of emails and questions…and answer them! Follow up when they do buy something or sign up. Make them feel as though they are part of your team and they will find value with your service. After all, the key to gaining sales/conversions for your site is relationship-building.
Don’t Be Afraid To Ask For It
When you create a website to boost your conversions (i.e. sales), consider this: even interested visitors are likely to stay passive unless you specifically ask for what it is you want, whether it is sales, sign-ups for your email list or referrals. This is an area of concern for many webmasters because of the dreaded “we scared them off” thing.
Think of the old “You won’t know unless you ask” adage. There is a happy medium here, as long as you keep a few little tips on hand:
(1) Be precise. If you want a sign-up, speak up…a referral, say so.
(2) Make it easy by keeping your conversion points (text/image links, landing pages, shopping carts, etc.) visible and working properly. Have all the pertinent information available and be willing to guide the way.
(3) Raise your question more than once, but do it subtly. For example, twice in a blog post or short article works, once toward the beginning to introduce the idea and once at the end, when readers are looking to start their next action.
Writing your web content for conversions isn’t rocket science. Honest. The trick is to keep it simple and remember that offering a genuine one-on-one conversation with your visitors can take you miles ahead of the sites that aren’t doing it. Next stop: Conversions!
