Conversion
4 December 2021
Your website can achieve nothing without well-planned and placed content.
People clicking onto your site need a reason to stay and convert from a visitor to a customer.
You need to know what is interesting to potential clients.
Just having the product or service they want is not enough. If you have the engaging information in the right place and make it easy for them to purchase or sign up, they are more likely to stay with you. If they get bored or frustrated, it is all too easy to click away elsewhere!
And so a revision cycle of what you place in front of the reader is a got to have.
Your content does the heavy lifting of keeping the visitor's interest for as long as possible to convert to a sale or sign-up. Here are a few things to keep in mind about structuring content to keep viewers on track.
The Funnel
Funnelling aims to transform visitors into clients and, hopefully, your brand ambassadors. Your content provides the widest part of the funnel. The funnel narrows as visitors move through well-placed Calls To Action, offering them choices to browse further or go directly to answers to their questions.
There are various tools and language used in the marketing world, but fundamentally there are three funnel types.
- Informational - adding value about the topic for the reader
- Commercial - a path to a product or service
- Specific - landing pages for data capture
When creating content for different parts of the site, you need to think about its function and where it sits in the funnel.
- Widest: Discovery, Awareness or Attention - Blog, Infographic, Podcast
- Waisted: Consideration and Evaluation - Customer Testimonials, Product List, Catalogue
- Narrowest: Conversion - Free Consultation or Trial, Sales Contact, Estimate or Quote, Pricing Page
Above The Fold
The area which shows when you first load the site is the 'above-the-fold' section. Here your visitors are at the top of the funnel.
Newspapers long ago worked out that the front-page headlines and images in this part of the page will drive sales. Placement of eye-catching pictures and best deals as your headline is a great way to engage your visitor's attention.
Call To Action
Prompting a click to find out more or buy something now should be built into your content. It isn't about a hard sell. A Call to Action, or CTA, clearly states where your visitor can "find out more" or makes it easy to "buy now" on the appropriate spot on the page. The goal is to make finding a solution as painless as possible - we all like that!
CTAs can also be structured to give you additional data about your customers' wants and needs. Providing a choice allows them to follow links to the exact information they require while also providing you with solid data points about preferences. At this point, visitors are moving through the "Funnel" towards a lead or sales conversion.
Providing clear and easy paths to your solutions and products will increase revenue generation. It also gives you great data points about your customers and target markets, making future business decisions much more straightforward.
And revising this process is the next step.
