Expert insights

Tips for Writing Lead Generating Content

Tips for Writing Lead Generating Content

Author - Annie Brown, Communications Director | Konsus

As a business person in the digital age, you need to be able to develop content for your website and blog that not only draws traffic, but then converts readers to customers.

This, of course, is much easier said than done. We developed this resource to give you some simple tips to instantly improve your site’s SEO and conversions.

Since many of our customers are startups and small businesses new to the wonderful world of SEO, I’m going to give a brief introduction of the term here. For our more veteran content creators, feel free to skip down to the tips list below.

SEO (search engine optimization) refers to increasing your website’s visibility in search engine results (namely, Google) and thereby increasing traffic, and hopefully sales (conversions). Optimizing your website can get quite nuanced, but start with useful and clear web copy, as well as a well-written and SEO-friendly blog.

In my view, SEO and conversions must exist in unison. Content on your site should draw traffic to your site, and then also motivate visitors towards action.

The following are my top 5 "must-haves" for web-content that converts:

1) High-Quality Content

When asked whether writing matters in blog posts, author and digital marketing expert Guy Kawasaki replied,

“This is like asking if the quality of food in a restaurant matters. Writing is the primary determinant of the success of the post. Everything else – timing, graphics, frequency – is secondary.”

High-quality doesn’t just mean that your posts are grammatically correct and free of spelling errors. A good blog post will first and foremost be of use to your audience. The Internet is already so full of content, if you are just posting for the sake of posting, then you are just adding to the noise. Listen to your audience and learn what they want to read about.

In addition to great writing, don’t forget to include great graphics. This is especially important to get viewers of your post to click the preview on social media or the front page of your website.

2) Keywords

High-quality content will help you move up the ranks of Google’s search list, because perhaps the most valuable currency in SEO is trust. However, great content, while necessary, won’t get you very far in terms of driving traffic to your site.

In order to make your content visible in searches, you need to understand the importance of keywords. Google’s Keyword Planner (available for free online once you create a Google Adwords account) is an awesome tool to help you understand what words your clients are searching for, and how to incorporate those terms into your content.

3) Post Length

Another very important factor in Google optimization is the length of your posts, titles and meta descriptions. If you use optimal lengths often, it will help improve your ranking according to Google’s search algorithm. Here is a quick go-to list that I use:

Blog Posts – 1,500 words* Title Tags – 55 characters Meta Descriptions – 155 characters (maximum)

*Keep in mind that the length of a blog post is really more about usefulness and trust than actual word count. Longer posts tend to have better, and more reliable information. Ann Handley, author of “Everybody Writes: Your Go-To Guide for Creating Ridiculously Good Content” explains,

“Ideally, you want to worry less about blog post length and more about being useful to your audience. If you can be useful in 300 words, go for it!”

4) Design

While many web content “how to” articles focus on writing (which makes sense), they often overlook the very important aspect of visual appeal. You’ve done all this work to bring visitors to your site with optimal post length, trustworthy writing and well-researched keywords, but still aren’t meeting your sales goals.

The problem might be your website’s design. Our first impressions of websites might occur primarily on the subconscious level, but there is no doubt that design and aesthetics plays a major role in gaining a visitor’s trust.

Evan Bailyn, author of “SEO Made Easy: Everything You Need to Know About SEO and Nothing More” puts it this way, “Websites are like commercial buildings: If you walk into one and feel surrounded by symmetry, calm and beauty, you feel comfortable transacting with the business.”

5) Call to Action

This is perhaps one of the most important, and often forgotten aspects of content writing. You are writing a post to not only provide your audience with useful information, but also educate them about your organization, product, or service.

The majority of business owners started their company because they believe their product can make a difference in the lives of others. Whether it be saving time, providing entertainment or solving a common problem – don’t forget that the people who clicked the linked to your site most likely want to know more about your company.

Within each blog post, and on each page of your website, make sure to reserve a specific section where you can place a button, link or clear and concise direction for the customer to follow to learn more about, or purchase from your company. With regards to blog posts, this typically occurs at the very end.

Speaking of which…

Content writing can be time-consuming, even with the right tips and tricks. Sometimes, it takes an expert to get it right the first time.

Konsus can instantly connect you with industry leading writers, designers and communications experts who will help you increase traffic and sales, so you can get more done.

Click here to speak to a Konsus Project Manager about your writing and design needs.

This post was written by one of our resident digital marketing and writing experts, Annie Brown. She currently serves as Communications Director at Konsus, and also is a quality control advisor for client projects. Annie has 6 years experience working as a freelance writer, editor and content management professional. Her previous clients include Grameen Bank and Planned Parenthood.

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