Would you like to convert more of your readers into paying clients or customers? If you would, then this post might be just what you are looking for! That’s because I am about to tell you one of the most common reasons that sites have poor conversion rates and also, how to fix it.
Convert readers into clients
In order for a site to convert readers into clients or customers (herein called clients) it first needs to be attracting the correct profile of readers. You might be the best widget maker in the business, but if your site doesn’t attract people that are interested in buying widgets, it’s never going to convert. When people think about attracting the right profile of people to their sites, they usually think exclusively of SEO. So, they get their site’s optimized for the key words and phrases that they believe their target client profile will be looking for.
So far, so good!
However, in many cases, the site owner then shoots themselves in the foot by writing content for their site, which is written for totally the wrong audience! For example, web designers often have blogs that are filled with posts about the latest coding tricks or the most useful piece of specialist design software.
Here’s the challenge with that approach: The only people interested in those subjects are their fellow web designers. NOT prospective clients!
Not only is that kind of content only going to appeal to fellow web designers, it’s also going to miss many of the words or phrases required, to help them attract the right search engine traffic. Part of the process Google uses, when determining what words to rank your site for, is something called keyword density. This is the number of times keywords are repeated within a page of text, in relation to the other words. When you write your web pages or blog posts for the wrong audience, your keyword density will score too high for the wrong terms and too low for the correct terms. As a result, your search engine traffic could be largely from the wrong profile of people.
I just saw a web hosting provider’s website, packed from page to page with technical specs, hardware combinations, buzz words and industry slang; rather than messages that their prospective clients will be interested in. They should be primarily speaking about how their services will help businesses to maintain a fast, reliable online presence. The software and hardware they use is important, but it needs to be worked into that message. They should be clearly stating the commercial benefits of using their services and giving people a call to action.
The marketing value of focused copy writing
If you are reading this blog post, there’s an extremely high probability that you are a business owner. Moreover, you probably own a small to medium-sized business too. That’s because 100% of the material here is written for business owners. As a result, this blog ranks highly on search engines for many phrases and terms relevant to business owners, who want to improve their marketing. Equally, people share the posts here with business owners via social networking sites, because my posts are all written for my prospective client profile; which are small business owners.
So, if you want to convert more of your readers into clients, start off my making sure that you are actually writing for the correct profile of readers. This means writing in their language, about topics they are interested in and likely to be looking for; such as common challenges within their industry and how you can help them.
(If you are a business owner and you want regular free marketing advice, remember to subscribe to our RSS feed and never miss another post again!)
Let’s work together and grow your business. To find out more click here!
Photo: Nina Matthews Photography