How to Improve Website Conversion by Optimizing Content

How to improve website conversions

Website conversion is something that you need to be on top of if you want to be able to see the rewards your hard work deserves. There is no quick fix that will achieve higher conversions, but there are a few things you can do right away to get things moving in the right direction. Ideal if you want to be able to turn browsers into buyers, and buyers into repeat customers.

Add a clear call to action that tells your browsers what you want them to do

Your customers need to be told what you want them to do. So often in the world of online content, your users will become easily distracted by new windows, popups, and even alerts from other apps and programs. The secret to preventing this from harming your conversion rate is to clearly signpost precisely what you want them to do.

Whilst you don’t want to create content which is pushy or over-zealous, there are a few tried and tested ways of deploying an effective call to action:

  • Ask a question along the lines of “Ready to Get Started?” at the bottom of your page, followed immediately by an ‘add to cart’, or ‘sign up now’ button
  • Use simple phrases of 2-5 words to create instant impact
  • Make sure your calls to action are definitive and easy to understand

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Walk every browser through a personal journey that ends with a conversion

There are 4 key steps to the purchasing journey, and you need to walk every customer along the same general path:

  • Raise awareness of a common problem by highlighting how it will impact their lives if it remains unaddressed
  • Propose a solution in the form of your products and services so that your readers know you have the answer
  • Position yourself as a simple way to remedy the problem, and create a desire for the customer to take action
  • Offer a simple means of completion with an effective call to action and a streamlined onboarding process

Once you can walk your customers from one step to the next, you’ll be able to put them in a buyer’s mindset so that you begin to seriously convert your traffic.

Use testimonials to add credibility to your offering

Everyone wants to know that they’re investing their time and money in something worthwhile, so make sure visitors to your site know that’s the case. Testimonials and reviews are a great way to add additional credibility to your argument that you’re the best option for the reader.

3 testimonials in the middle of your page will work best as it will add credence to what you say, without running the risk of overdoing things. You will certainly want to avoid dozens of lengthy testimonials because all this will do is break up the natural flow of your page.


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Add social media links and visuals to introduce social proof

One of the most important professional conversion tips is the need to provide social proof. Onsite testimonials and reviews are great, but in the era of paid-for reviews, they’re seen as simply not enough.

Readers instinctively trust what they see on Facebook more than what they see on your own site. This is because they’re familiar with the platform, and know that their friends and family are active on it on a daily basis. By providing links to reviews and other social engagement, you can add social proof to your offering.

Just make sure you set everything up so that Facebook launches in a new tab on your browser. Otherwise, you’ll lose a large share of your traffic as people become distracted by seeing what their friends are doing.

Create local content that is relevant to targeted audiences

Localizing your content is essential if you want to be able to connect with people in a more targeted fashion. The important thing to note about this approach is that you need to have local knowledge on your side.

If you’re translating your content into a foreign language for example, then make sure you work with a professional translator rather than a literal translation app. This will ensure your new text conveys the same message to the new audience.

The CEO at PickWriters says: “Content optimization is as much about talking to your audience, as it is about adapting your content so it works in different places around the world. By being able to tailor your offering to different audiences, you can connect with people on a much more personal level”.

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Tell your customers how much you charge for your products and services

Nobody likes to be bombarded with prices the moment they open a website, but more annoying than that are those sites that ask you to get in touch to receive a quotation.

What your customers want to be able to do is make an informed decision about whether what you offer is value for money, and they want to be able to do that in their own time. Provide the pricing information that they so badly want, and you’ll find that your conversions increase over time.

Do away with duplicate content as it confuses readers, and harms your SEO

Migrating from HTTP to HTTPS is a great idea if you want to maintain the integrity of your security certifications, but it’s not without its problems. The sharp rise in duplicate content as a result of this migration has seen search engines like Google tighten up their algorithms so that they downgrade the SEO of duplicate pages.

Take the time to undertake a full audit, and also focus on duplicate content without your site itself. If you have a number of paragraphs that appear on multiple pages, then you need to ask yourself whether they actually add anything to the customer experience.

Avoid jargon — keep things simple and easy to digest

One of the most annoying, and more common content mistakes is to bombard the reader with jargon. It might well be a useful internal shorthand for complex discussions within your company, but nobody else cares about it.

Keep your language precise and concise so that anyone can start reading and learn what you have to offer. That way you’ll be able to inform, rather than overload, the reader.

Make your website easy to navigate with internal linking and a clear layout

Being forced to try and navigate a poorly laid out website is a sure-fire way to get frustrated and logoff. If you want to be able to offer a seamlessly efficient browsing experience, then create a simple sitemap that keeps internal links to a minimum. They may help your SEO in certain instances, but if you overdo it then your readers will soon get confused about where they are within the confines of the site.

Keep it simple, keep it user-friendly, and you’ll keep pushing traffic along your funnel so that you can see the conversions you’ve been working hard to achieve.

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