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7 Secrets to Writing Content That Converts for Your Small Business

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Writing Content That Converts for Your Small BusinessWebsite content writing is a cut-and-dried chore these days. That is, you figure out the major keywords for your website and then craft content that majorly centers on those keywords.

Here’s the problem: Such SEO-driven content may fetch you better ranks on Google’s pecking order, and in turn, drive traffic to your site in a big way. But then, will such traffic mean anything for your site, specifically in terms of conversions?

People drawn to your site, via keywords, are there to just check out your site, initially. And, only if they find your content useful enough and not centered around keywords alone, might decide to convert.

Long story short: SEO is just one part of website content writing story. The content needs to be informative, engaging and visually appealing as well so that it resonates well with the visitor to the point that he or she sign-ups the contact form to get in touch with you.

Here I walk you through 7 ways of writing SEO-friendly content that converts prospects into customers for your small business.

#1. Address User Requirements Early On

Summers are in full bloom. And you have stuffed your fridge with all kinds of cool stuff. The problem: Things aren’t that cool enough. You need to get your fridge repaired ASAP.

So, you Google fridge repairing shops online. And to your utter surprise, the websites that you are randomly stumbling upon are not upfront about the repair charges and the contact details. Instead, the pages are overloaded with company history and some award stuff they won at some unheard off event.

Obviously, the company is the playing the SEO cards right. All that content is loaded with keywords, which is helping the site appear high in Google’s search results.  But then, you are not happy with the fact that things you were looking for in the site have been relegated to some obscure corner of the site.

So, you at once quit the site and are on the lookout for sites that straightaway offers you the charges and the contact details.

The bottom line: SEO can be a distraction for small businesses. No doubt it draws traffic to your site. But if visitors find the content useless and not worthy of their time and attention, it will, in all probability, affect the conversions.  You need to put yourself in the shoes of customers and see that your content is designed as per their requirements. So, use your aces early on, be it the headline, banner image, testimonials, charts, or bullet points. About Us, content and other technical stuff could be dealt in the second phase.

According to neilpatel.com, SEO copywriting should target your customers and solve their specific problems with well-crafted content.

#2. Maintain Logical flow

Sure enough, visitors love to skim website content, but still, you need to ensure there’s some sense of order. The first para should connect to the second. Likewise, each section should easily transition to the next logical section.  

To put things in perspective, the top-to-bottom content flow of your website pages should include: who you are, services, testimonials, and your contact information.  

An SEO writer can easily optimize these sections without losing reader’s interest.

#3. Insert Keyword Variation

Search engines are growing smarter day by day. They offer millions of answers every day to all sorts of questions asked by all sorts of people. Whether you are searching for “refrigerator repairing service near me” or “refrigerator tech nearby,” smart SEO content writers make sure to add different keyword variances in the copy depending on the kinds the customers are searching for. 

Writing Content That Converts for Your Small Business

Additionally, they also overhaul spammy keywords to keep you engaged in your content. And, also cut down on the promotional stuff such as “We’re leading providers of so and so.”   

Let web visitors determine whether you are best in the field or not.  

#4.  Size Up the Content

Get rid of extraneous content.

From an SEO perspective, you may love to flood your website pages with internal and external hyperlinks. Sure, it adds value, but then it distracts the readers as well. For instance, videos may be important from SEO perspective; however, if it doesn’t help repair refrigerators, it’s better not to include them on your website. For it may simply slow down your website speed.

The bottom-line: If the content is not in keeping with your buyer persona’s taste and interest it’s better to avoid them.  You could also take help of top content marketing agencies if you are still to figure what’s best for your site in terms of content.   

#5. Mobile-friendly Pages and Content

I believe, it has been stressed enough and more than you need to optimize your site for mobile.  More than 80% of internet users have smartphones and about 50% of all the internet traffic comes from mobile devices.

Writing Content That Converts for Your Small Business

So, instead of focusing on generating more and more SEO-friendly content, your site will do better if you jump onto the mobile-friendly bandwagon, and come up with pages and content that suit the mobile real-estate needs.

#6. Focus on Images

In terms of content marketing, design and content complement each other.  Website visitors frame opinions about a page within the first half second after landing on it.  And almost 95% of the opinions are based on the visual design of the page. So, no matter what, make your website visual elements colorful. About 80% of the visitors are likely to read your content if you make them visually colorful.

So, ensure to include illustrations, images, and screenshots in your product and service pages.  You could design product-in-action illustrations and or how customers are benefiting from using your product. However, avoid stock images, because custom images increase conversion rate by 35% or more.

#7. Analyze and Re-assess

Last but not the least, review your site analytics. You need to analyze your website content, time and again, to see whether it’s working or not.  Certain key aspects you may have to measure include page views, links, comments, social shares, conversion rates and more to ensure better success and engagement rate of your website.

Writing Content That Converts for Your Small Business

Your analysis should focus on two goals:

  • Patterns: In other words, you need to figure out the patterns. For instance, if videos are doing well on your site, go ahead and make more videos. However, you need to keep your editorial calendar flexible for this, so that you could add or delete content ideas in keeping with the audience’s taste.  
  • Update older SEO content: You need to update and even improve older SEO content time and time again. If you have optimized your site for a particular keyword, but then you are getting traffic for a variation of that keyword, then you need to go back and re-optimize your blog for that new keyword. You could get traffic by inserting that keyword in the title, for instance.

Conclusion

The online landscape is constantly evolving, thanks to ever-changing Google algorithms. And even customer priorities keep changing with changes in times. Sometimes, it’s the cost that matters to them more than anything else, and sometimes quality is important, no matter the cost.   

So, it goes without saying that your content strategy needs to evolve accordingly to keep up with the changes. Only then your content will be able to convert visitors.  Further, you even try experimenting with social media a little bit and see you could get visitors and conversions from there.

Can you think of any other content strategy that could help convert visitors? If yes, let us know in the comment box.

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Jennifer Warren
This is Jennifer Warren, resident wordsmith with GoodFirms – a review and research platform for top digital marketing companies. Am a full-time writer, part-time war movie monger, and an all-time bookworm. I've been writing for 12+ years, and this includes stints as a journalist, copywriter, ghostwriter and currently as a business blogger.
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