Website content is the foundation of everything you hope to achieve through online marketing. I think we’ve even mentioned on this blog before, that content is King. Your website should contain content that is engaging, informative and easy to read.

However, if you need to improve your conversion rate, you content has to contain a much more focused message. This way you will be able to engage your visitors and get them to take your desired action. When you’re thinking about what message to give, ask yourself what message do I want my visitors to receive?

There’s a fine line between getting visitors to do what you want them to do - sign-up for a newsletter, purchase a product, etc. - and what the visitors themselves want to do. You have to create content that converts.

So how do you do that?

1. If your company is good at something, prove it! This means providing strong customer testimonials and case studies. Why not allow your customers to leave reviews on products? Visitors won’t just take your word for it anymore, that want to know what everyone else has to say.  
2. Think about your audience and create messages that appeal to them. When you write, keep them in mind all the time. People won’t buy what they don’t understand. Explain things in a language your visitor understands; don’t presume they’re an expert.
3. Use video. We’ve talked about the growing importance of video many times recently and this is because around 80% of your traffic will click on a video more than any other type of link. Video will increase your response rates.
4. Forget ‘We’ ‘Our’ ‘Us,’ it’s all about ‘You’ and ‘Your.’ Keep focused on the customer at all times.
5. Put your contact information where people can see it. Don’t make it hard for them to call or email you. Include this information where it can be clearly seen, throughout your navigation.
6. Focus on customer challenges, especially if your customer is coming to you looking for an answer to a question or solution to a problem.

People often assume that once content is written, then it’s done, finished with. This is definitely not the case! How often do you want visitors to return to your site? Well, then that’s how often you have to update your content.

If visitors come to your site and find the same thing as last time, chances are they’re not going to be around for long. Bounce rates will increase and your conversion rates will drop.

Keep in mind you have two audiences visiting your site: potential customers and search engine spiders. You need to make your content relevant for both. And the search engine spider loves nothing more than fresh content. If you’re wondering how you can update your content everyday, the answer is blogs. It’s the simplest way for you to upload new content and establish yourself as an expert at your field at the same time.