Writers of online content know the challenges of creating conversions. For writers who produce content for profit-driven websites, this process can be even harder.
SEO expert Nikolay Stoyanov posits that content writers must understand the buyer’s intent in order to create effective articles. He outlines several ways to provide more effective content for websites.
First, articles will have a bigger impact on conversions if the content matches the purpose of the website. In other words, the articles must be connected to products or services being sold on the site. Most customers come to a website for a specific reason, and if those customers find unrelated content, then they may move on to another site.
Stoyanov next advises using honest reviews of the products and services on offer. If a product has flaws or is not the best on the market, then writers should not say that the product is perfect. When companies offer more than one of a similar product, writers should highlight the pros and cons of each product to help the customer decide what to buy.
If writers focus on customer needs to produce content, then the likely result will be sales, despite any shortcomings. A bonus to truthfulness is that the companies will have their reputations enforced, which will boost customer retention.
Straightforward copy that addresses what customers want is another key aspect of successful content. While articles are a good way to educate customers about a business, those articles must still be tailored to provide useful information.
All writers need to do research on their articles and provide enough factual information for the readers to decide on products or services. Any sources that back up the content should be authoritative. This is another way in which a company’s reputation can be strengthened.
Stoyanov’s final point is that buyers are simply readers with different priorities. Writers who take steps to understand and direct their copy towards readers who want to purchase something will be more successful. In Stoyanov’s words: “As a business enterprise, you have to prioritize cold, hard facts. But, your pages have to remain interesting enough to suck a person in. This cannot be done through idle talk but by persuading people why they should give advantage to your company and product.”