The importance of interesting, high quality content and effective marketing has become of paramount importance now to get good rankings on the search engines. However, traffic to your website is no good unless the visitor becomes a conversion – enquiring about your products and services, joining your mailing list, or better still, making a purchase.
To drive visitors into your sales funnel, it is essential to have content on your website which includes Calls To Action (CTA) and a well-written, compelling motivation to act. This should include the benefits of your product or service to the visitor, and answer the WIIFM question – What's In It For Me. Essentially, it is your sales pitch along with the persuasive tones of your top sales person to help the visitor reach a purchase decision.
Many companies use a landing or “squeeze” page to help simplify the process and drive a visitor from the search engines straight to the content that will assist in responding to the CTA (Call to Action). This CTA may be download, buy, register, sign up for an email newsletter, call us etc.
By creating a landing page with a simple objective and with the content designed to help the visitor understand the benefits of responding to the CTA, with minimal copy and few distractions, the conversion rate is likely to be higher.
One of the common mistakes is to create a sales pitch that is thousands of words long. The argument being that you can become more and more persuasive, offering testimonials, deadlines for action, additional offers, multiple images, and include more keywords for the search engines. However, many people do not read such lengthy copy and it may prove to be less compelling than short, snappy, to the point, fact-filled text.
You must test landing pages to find the best conversion criteria and rates for your customers. It may be as simple as changing the labelling on your buttons, or adjusting the layout of the page, or rewriting the copy that will help to improve conversion rates.
Multivariate and A/B testing should be included in all your strategies to ensure that you are achieving the best results with your copy, CTAs and content marketing.
In summary, it is not just about driving visitors to your site, it is at least as much about designing your website and creating copy that will help to achieve that prime objective – a conversion.
Are you spending time and resources building high quality content? What measurement metrics are you using to check for effectiveness? Call MintCopy now at 888-646-8003 or send us an email to find out strategic content marketing can boost traffic and also encourage greater conversion online.