The primary objective with any great piece of content essentially boils down to two things- it drives your business and engages your audience. You’re good to go if you create content that does this consistently.
Unfortunately, many companies miss this objective, creating content that doesn’t serve its purpose. These content issues will fester if left undiagnosed, making your business suffer.
Here are the primary reasons why your content isn’t converting as you want it to, as well as ways how to fix them:
Table of Contents
1. Your offer isn’t clear
If the product or service you’re offering isn’t clear to your audience, this creates confusion, and they simply won’t purchase from you.
Building trust with your audience is hard, especially if they have no idea what it is exactly you’re selling them. So, don’t try to sell multiple things at once. This makes your site messy, overcrowded and challenging to understand.
So, if you have several offers, make sure that you keep them separate and across different site pages. Moreover, keep everything clear and easy to understand. That way, you leave no room for confusion.
2. Your content doesn’t focus on the customer
Here’s the thing – if you’re not creating quality content that puts your customers’ needs first, they can’t expect to purchase anything from you.
Put yourself in your customers’ shoes. Do you really have to spend your hard-earned money because of watching a video about a business or a brand talking about how great they are?
One of the most common mistakes many businesses make is to talk about your product or service in too much detail. There’s nothing inherently wrong with that. However, you have to explain how this directly applies to your customer.
If you have to bring up specific features, for instance, then make sure that you highlight how your customers can solve their pain points. It’s all about showing them the value of these particular features.
In the same way, also make sure that you address your customers in your content. If you can give them precisely what they need or want, you’ve already done a good amount of work.
Another way is to connect directly with your customers, asking them what they want, then you can try creating a clickable content. Then, plug into social media to know get insight into their specific content needs.
You can ask a question on social media, or make a poll with various options. This approach allows you to create content with your customer in mind.
3. You’re not using CTAs effectively
If you want to build content that will convert, the magic happens in your CTAs. If their placement isn’t relevant, CTAs are practically useless.
Here are some tips:
- Be clear and concise. Tell people precisely what they’re clicking on signing up for. You can also use verbs to compel users to take action, such as “Read Now,” or “Click Here.”
- Don’t ask the same thing over and over. Avoid using one blanket CTA in your content! Make sure you tailor it depending on the buyer’s journey and offer the next logical step.
- Mind your timing. Don’t ask your users to make a high-commitment task. Instead, ask them for minimal amounts of information. Here are ways to generate content ideas for your blogs.
4. Your readers are confused
Maybe you’ve done your research well. However, there will be times wherein a particular audience wants your products and services.
This is an excellent step. However, if they’re still not taking action, then it means they may be confused.
A confused reader won’t buy. They wouldn’t do anything! That’s because chances are, they have a lot of options to choose from. They may also face information overload, or if they browse on a site that’s too confusing, they’ll freeze or leave altogether. So, make sure that you create great content that’s easy to absorb.
5. Your features vs. benefits ratio is off
Don’t make the mistake of focusing too much on product features while skimping on content showcasing a product’s or service’s benefits.
Many content teams make the mistake of simply focusing on what sets their product or service apart from the rest of the pack, talking about what makes them special.
While this isn’t a bad strategy, impactful things could be left out. By not communicating the benefits of a particular product or service, your content strategy’s efficacy may be lost.
In some cases, product features may not be as potent enough to hook your audience. Moreover, conversions don’t happen based on a list of qualities alone. When communicating the product’s benefits, also convey the compelling “why” to the customer, as this is an essential aspect of your content marketing strategy.
6. You haven’t built up enough trust
This may sound painful, but it’s often true. Your audience probably wants to purchase your product or service, but what stops them from purchasing is that they simply don’t trust you.
That’s why you have to earn that trust before your audience decides to purchase from you. How? Through value-driven content. It would help if you remembered the most important thing to create content around your audience’s wants and needs.
Also, when you show value and establish your authority as a thought leader, they’ll start to trust you. The good news is that if your relationship with your audience is strong enough, you don’t have to be the best copywriter to gain good conversions.
Suggested Reading: Do Companies Really Know What Reliability, Faith, and Trust Mean?
7. Too much industry jargon
Do you work in the tech industry? Then chances are, you’ll be using various buzzwords and jargon that you know in your core but your customer hardly understands.
There’s no point in having a site filled with content that your visitors can’t understand and via which they can’t relate to you. So, make sure that you simplify your messaging as much as possible.
Use language that your customers understand. That way, they won’t feel left out, and they can easily understand what you offer and determine if they need it.
8. Your contents are too wordy and full of fluff
The bottom of the funnel articles should be direct and on point. Someone looking up the best investment apps out there should have a piece of clear information on which ones they should pick.
They don’t want to read about why they should download an investment app or what an investment app is. They want direct answers.
Many articles on the internet are full of fluff and do not get straight to the point. Introductions are usually full of cliches and long-winded.
Paragraphs filled with fillers and other unnecessary words take up too much space. The thing is, you need articles that sell. You’re writing to sell. So, one of your main tasks is to keep readers hooked and make it easy for them to convert into customers.
Put yourself in the readers’ shoes so that they’ll understand. What are their pain points, and how does this connect with product features and information they’re searching for. Only when this is agreed upon and understood can you start writing. In the same way, your content quality can also affect your SEO.
Final thoughts on content that converts
Are you struggling for your content to convert? You don’t need to spend a fortune on ads to fix this problem.
There are a lot of changes that you can make to enhance the customers’ overall experience. Also, remember that customers should enjoy finding value in your content, as this is the ultimate key to conversions.
Make sure that everything is customer focused. Make it easy for your readers to absorb the content as much as possible. Also, try to get rid of any ambiguity or confusion that can turn customers off.
You should also tell your customers how they need your products and services in their life. That way, you’ll see more conversions come in. Good luck!
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