When it comes to getting the most out of your website, that usually means conversions. CRO is all the rage at the moment and is a quickly growing industry. That makes a lot of sense. What is the point of getting more visitors if they don’t convert, right? That is kind of like trying to fill up a leaky bucket.
There are many elements on a website that can be improved for conversions. You can see a list on our conversion rate optimisation page. One of them is content. Content is king. Not only in SEO, but it is also one of the CRO kings too.
What superlative content is, is when you tell everyone how good you are. My industry is a classic. How many companies be the ‘best SEO company in Australia’? As the use of the internet continues to evolve, people are wary or suspicious of this type of content. Authority through reviews, useful blogs, testimonials and so on build respect. Not telling everyone how great you are.
A lot of websites lack direction or intent from the business owner or marketing staff. Trying to target everyone can mean you end up targeting no one. Your ideal client is who you should be writing for, not just anyone who comes to your website. Connecting with you target market will help them to make an enquiry.
This is different to the people that always just say they are great all the time. Telling everyone about yourself, your qualifications, your experience, what you do, soon becomes boring. Website visitors have an issue and they want a solution. To convert well, your content should be written to again, connect with your audience. Understand their problems and provide the solution.
In days gone by, having a lot of content was an SEO benefit. Content length is still important to SEO but rambling on does not help you get clients. Neither does using unnatural word grouping to make an exact match keyphrase. No one in the real world says, “do you need an electrician Fitzroy” so writing that on your website looks odd, unprofessional and suspicious. Especially if it is repetitive.
Most business owners know what the objections to buying their products or hiring them to do a job are. Providing content that puts visitors thinking of such objection at ease, helps them to follow through with an enquiry. It shows you know their pain points and are aware of ways to solve them.