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Sign InWhy you need website content that converts
by admin@serverstalk.net in article
on Fri September 14, 2018, 16:11 (#14) 
No matter how wonderful and entertaining your website is, it needs to convert leads into customers. Otherwise, it doesn’t contribute to your brand and business. What kind of content do you need so that your leads are more likely to become customers? What is the secret of not just quality content but content that converts leads?
Your business needs to find and keep customers in order to be profitable. Your website copy is an important aspect of your marketing strategy, but does it contribute to the bottom line? While increasing website traffic and social media engagement are important, your copy needs to bring in paying customers.
The fact is, only a fraction of your leads are going to ever become your customers. When you look at the statistics on lead conversion, it’s only reasonable to expect between as few as 1 in every 5 leads to ever convert.
Knowing this, you know you have an important task if you want to create conversion-worthy content. You need to know the questions, interests, needs and concerns of your qualified leads, focusing on solving their problems rather than catering to all your leads or your entire customer base.
The first goal of your content is to create brand awareness. You use content to educate the target audience and use content marketing material to attract leads. Blogs are a good way to figuring out what the audience wants and needs. They can be used to answer questions about the topic.
The next step is to educate and nurture your leads with content that goes deeper into the topic. At this point prospective customers are looking for more information; the content needs to be more specific to your company, and solve problems. A dynamic content marketing strategy that seamlessly takes your audience from leads to prospects to customers will need other content channels that to motivate your potential buyers further along.
These include White papers, How-to videos, Industry cheat sheets, guides, and eBooks.
At this stage, you need to deal with challenges from prospective customers, provide solutions, and nudge them on. Show them what your business or product can do for them. You need to build trust and communicate directly with them through social media or on the phone.
Finally, it’s time for action.
Visitors have had time to become aware of your company, and it’s time to get them to take action. At this stage, the goal of the content must be to get the sale or subscription. The prospect must see taking action as a way to help himself and improve his life. The call to action must clearly highlight the value visitors receive in exchange for taking action. The two-fold goal of gated content is to deliver value to readers and capture their contact information so that the business can retain them.
Aim to satisfy and retain your hard-won customers.
Research shows that it’s much cheaper to sell to existing customers than to look for new ones. And a satisfied customer is an invaluable ad for your business.
Your business needs to find and keep customers in order to be profitable. Your website copy is an important aspect of your marketing strategy, but does it contribute to the bottom line? While increasing website traffic and social media engagement are important, your copy needs to bring in paying customers.
The fact is, only a fraction of your leads are going to ever become your customers. When you look at the statistics on lead conversion, it’s only reasonable to expect between as few as 1 in every 5 leads to ever convert.
Knowing this, you know you have an important task if you want to create conversion-worthy content. You need to know the questions, interests, needs and concerns of your qualified leads, focusing on solving their problems rather than catering to all your leads or your entire customer base.
The first goal of your content is to create brand awareness. You use content to educate the target audience and use content marketing material to attract leads. Blogs are a good way to figuring out what the audience wants and needs. They can be used to answer questions about the topic.
The next step is to educate and nurture your leads with content that goes deeper into the topic. At this point prospective customers are looking for more information; the content needs to be more specific to your company, and solve problems. A dynamic content marketing strategy that seamlessly takes your audience from leads to prospects to customers will need other content channels that to motivate your potential buyers further along.
These include White papers, How-to videos, Industry cheat sheets, guides, and eBooks.
At this stage, you need to deal with challenges from prospective customers, provide solutions, and nudge them on. Show them what your business or product can do for them. You need to build trust and communicate directly with them through social media or on the phone.
Finally, it’s time for action.
Visitors have had time to become aware of your company, and it’s time to get them to take action. At this stage, the goal of the content must be to get the sale or subscription. The prospect must see taking action as a way to help himself and improve his life. The call to action must clearly highlight the value visitors receive in exchange for taking action. The two-fold goal of gated content is to deliver value to readers and capture their contact information so that the business can retain them.
Aim to satisfy and retain your hard-won customers.
Research shows that it’s much cheaper to sell to existing customers than to look for new ones. And a satisfied customer is an invaluable ad for your business.