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A major hurdle most webmasters face when setting out to design a website is creating high-quality, conversion-oriented content. Search engines like Google and Bing love websites that keep posting interesting and engaging content that is useful to users. This is an essential element of search engine optimization, and any business aiming for higher rankings and organic traffic from search engines should take it very seriously. Effective content can also increase the trustworthiness of a website. Therefore, one must have a clear understanding of creating content that is conversion-oriented and useful for readers.
Essential mantras for content writing:
- Pick an interesting topic: Many people are completely stumped when it comes to choosing a topic to write about. It is worth remembering that not all topics will be useful or of interest to readers. Therefore, they should do a thorough research of current topics being discussed elsewhere on the internet. Keyword Research is a very useful tool in this regard and can generate good insights into what people are searching for. Creating content based on specific keywords that generate high volumes can easily get you noticed by users. Of course, the website can try to become a trendsetter and discuss content that no one else is talking about. However, there is a risk that others may not find it useful and move away from the content too soon. In addition to keyword research, a very good starting point could be to talk about the usefulness of a product or service that is in high demand, or was recently introduced to the market by the company the website belongs to.
- Write in simple language: There is a difference between literary content and general website content. Content written in easy language is likely to appeal to a wider audience. Try to keep the content as simple as possible, unless you’re writing about something very technical or with a specific audience in mind. If you want general acceptability of your content, write in lucid language that even non-English speakers can understand. Keep the writing tone very friendly. Every webmaster can take this into account and increase the chances that the blog or article will have a wider reach.
- Avoid jargon: While it is necessary to include useful technical information in your article or blog, avoid padding the article with unnecessary technical language, commonly known as jargon. Jargons are hard for ordinary people to understand and force people to stop reading the content halfway. Jargon is one of the main reasons for a high bounce rate for any website. Keep it at least and make people want to read the content to the end.
- Do not repeat keywords: Write for humans, and not just for search engines. Many search engine marketers make the mistake of writing overly optimized content for websites. In the process, they make it sound very artificial and uninteresting to users. Once you’ve identified your topic through keyword research, write with the gist of the keyword. Do not repeat the keyword frequently, which would make it clear that the content has been written specifically for search engine optimization purposes. This practice is known as “keyword stuffing.” Search engines are known to be very unkind to webmasters who resort to keyword stuffing.
- Be seen as a solution provider: People visit websites when they are looking for information or a solution to a problem they are facing. Make them feel that your business can give them the solution you are looking for. Write content that can highlight the utility and solution that your product or service can offer. This is likely to be of more interest to people who would otherwise be put off by vague information they can’t understand.
- The content must be focused on conversion: It is not always necessary that the content has to be marketing oriented. It is a common practice to create blogs or articles for the dissemination of information on different topics. Even if you don’t talk about your products or services explicitly, make sure that people learn new things from your content, which will encourage them to try those things for themselves.
Content writing styles:
While every content writer has a unique writing style, there are two main approaches to content writing. Let me explain this with an example:
Let’s say you are selling your brand of shampoo through your website, then you can write content in the following ways:
- Oriented product: You can talk about your products specifically and the problems they solve. You write about the great ingredients you use, how silky the hair will become once consumers use the shampoo, etc. This will get your target customers who have visited your website to try some samples of the products you sell. This is product-oriented communication.
- Information Oriented: We are not talking about any specific product here. Instead, it provides information on things like the ideal ingredients a shampoo should be made of, the type of hair problems it should address, and the expected end results, including increased shine and softness of the hair. Customers will light up reading this and look for these qualities in the next bottle of shampoo they buy. Since all of your products meet these consumer expectations, the consumer might try your product out of curiosity, even though you didn’t ask them to.
The essence of content writing is to anticipate the needs and requirements of consumers and solve them even before they request it. Reading the content on your website, they should feel like trying something new to solve an existing problem or just for experiential reasons. For content creation of this type and many more suggestions that we can offer with our vast experience in content creation, contact us today!