Marketing: Content design – How to structure content that sells:
Have you recently put a lot of effort into creating a website that offers conversion-friendly design, navigation, graphics and more?
All things being equal, you might have overlooked one of the most important factors on your website, i.e. the content. Your website copy can make or break your conversion rate. Once visitors land on your website, you want them to take action and should they not become engaged, they will click away.
So what are the factors that you need to take into consideration when designing content?
- Knowing your target audience is the first step
General copy that lacks appeal and does not pay enough attention to the needs of your particular audience will not do you any favours in the long run. This is why it is so important to understand your audience’s needs in order to ensure you are meeting these with your product or service offering.
- Style of writing
Online readers are more receptive to an informal, conversational tone as they are viewing the content in a one-to-one personal space. So getting your point across quickly kind of seems necessary. Also don’t use a complex word if a simple one will do and unless you are explaining something technical do not alienate your audience by using jargon.
- Unique positioning from your competitors
Make sure you understand the offering of your competitors so that you can clearly state how yours is different. Position yourself to take up a unique space in the mind of your consumer.
- Features vs benefits
As mentioned in one of our previous articles, your consumer is first and foremost interested in the benefits of your products and services and not so much its features. Make sure you understand this difference and use a clear call to action on every page so that the visitor is persuaded to act, immediately.
Last but not least, a professional content editor takes care of your content structure by making sure your headings, paragraphs, lists and themes meets the standards of online copy. Without this your ranking could be seriously affected and your site can come across as being unprofessional.