What exactly is a web conversion, and why does clear, customer-focused web content make such a difference?
First, my definition of a web conversion: Let’s say target prospects arrive at your website via a Google search result, an email, a TV campaign or other means of driving traffic. If they’re delighted with your site and they find exactly what they’re looking for, they’ll take the next step to make a purchase, subscribe to your service, complete a survey, become a qualified sales lead, etc.
So through these actions, they’re converting from a prospect to an active customer in some way.
The goal of most business websites is to convert as many site visitors as possible into paying customers; and ideally improve conversion rates over time.
Now for the second part of the question: Why does clear, customer-focused web content make such a difference regarding conversions? Let me illustrate through an example.
Recently I decided to see what comes up in Google search when I use a certain keyphrase related to SEO (search engine optimization) content … looking for companies that provide SEO services.
The top 2 organic search results were for a specific company offering SEO services, as I’d expect. But what happened next is my topic for today’s tip.
Top search rankings do NOT equal conversion success.
The Google display for that SEO company was filled with the right keyphrases, such as SEO company, SEO services, etc. But when I clicked on the Google display and landed on the company’s website, I found content that included the same keywords repeated several times throughout the banner, the headline, the main text, the footer, etc. It was practically unreadable.
This is what is known as keyword-stuffing or spamdexing, which is frowned upon in the web industry because it’s considered unethical or “black hat” SEO … its sole purpose is to get traffic, and it doesn’t really help web visitors find what they need.
In addition, the company’s messages were all about how great the company is. “We’re the world’s leading … we are unequaled … we have tons of clients … we’re number one, we we we (you get the picture).” There was very little content about solving the visitors’ needs or helping a business improve conversions.
Visitors usually find no value in this kind of web content and they abandon the site as quickly as possible, looking for someone who can TRULY help them. This example shows how a company achieving #1 and #2 Google search results for a certain keyphrase is actually useless to someone seeking real help.
Therefore, since my mission at PetCopywriter.com is to help companies create web content that actually works, I wanted to share this week’s quick 1-2 tip about content that converts.
- Make sure your web content weaves in the 1-3 most relevant keyphrases on any given page in an ethical, helpful manner, and
- Make sure your web content includes information that’s 100% focused on solving your visitors’ needs. Make it easy for them to convert into customers!
Yes, Google and other search engine results are very important. But they really only matter if your web content converts visitors into customers.
Until next time,
Here’s to a clear and prosperous site!