One thing that many the disappointed web marketer has found to be true is that traffic – more specifically, search engine optimization – is not everything. Most people, once they know the rules, can create content that will theoretically drive traffic to a web site. However, the real trick to copywriting for the Internet is learning how to create content that converts traffic to subscribers. Not just a consideration for bloggers, traffic is worthless if all of your visitors simply come and go without giving your content another thought.
Identifying Content That Converts
If you were to draft content with only one thing in mind, to attract the attention of search engines, it would likely be a very boring and unreadable piece of junk. In fact, this plagues many rookie web developers as they simply stuff keyword after keyword into an already crowded web page. Content writing that converts traffic to subscribers is content that is both easy to read and provides value to the visitor. This should all sound familiar. However, what specifically can you do to turn traffic into conversions?
There are several key aspects that tend to convince visitors that they should become subscribers. Some of these concepts are as follows:
Make sure you cater to your audience.
You might even literally ask them what they would like to know. Keep your web site or blog updated consistently. If you would like to write a post every day, remember that you can write 5 in one day and set them to publish each day of the week.
Don’t try to target too many keywords in one post. Doing so can make your writing unclear.
You need to connect with the reader as if you were having a conversation. Provide value with each one of your posts. A blog or web site is usually not the place to rant about your day to people that will not know what you’re talking about. Each post or article should answer a specific question or solve a specific problem.
Realize the Importance of Titles.
There is little that has been known to convince traffic to become subscribers more than good titles. Stay away from boring or overly creative titles that are either too professional or unclear. Especially true in a blog, use titles that are geared towards a “quick fix” audience. When you create titles, a perfect example can be found in popular magazines. While you might laugh at a title like “100 Ways to Please Your Man,” it’s pretty likely that you still read at least some of it. Think of titles that resemble the following:
5 Tips for ______.
Everything You Think You Know About _______ is Wrong.
4 _______ You Can’t Trust.
Top 10 _______.
10 Myths About ______.
The truth is, the general Internet reader loves controversy.
By creating some or warning them that they might be incorrect in their assumptions, you will likely keep them interested. However, make sure that your post is relevant and works with the title. For example, people are very unlikely to care about an article entitled “10 Myths About Serif Font.” Create value and target interest. This is one of the best ways to show traffic that they need to keep coming back to you for more information.
Corry Cummings is the owner of Content Customs, a content creation company that specializes in high quality web content writing services. He also runs a blog over at Content Customs, which is managed and written by one of the head writers of the company.