7 Tips for Crafting Website Content That Converts

What You’ll Learn:

• Core web pages to to focus on, and how
• How to know your audience
• Techniques for writing web copy that grabs attention
• Tips for effective calls-to-action (CTAs)
• Tips for optimal page structures
• A checklist for creating website content that converts

Don’t miss the other blogs in our Content That Converts series:

• Crafting Content That Converts for Social Media
• Crafting Content That Converts for Email

Your website is often the first interaction potential customers have with your brand. It’s your digital storefront, your handshake, your first impression. Here’s the catch: if your content doesn’t clearly communicate your value or compel visitors to take action, you’re leaving leads (and revenue) on the table.

Effective website content is more than just words; it’s a carefully crafted experience that guides your audience to take action. From a compelling homepage to clear call-to-action buttons, every word matters. Great content drives action, whether it’s filling out a form, making a purchase, or scheduling a consultation. 

The Psychology of Conversion-Focused Content

People don’t buy services, they buy solutions. And your website content should reflect that. High-converting content taps into:

• Clarity: Visitors must immediately understand what you offer and how it helps them.
• Empathy: Your words should make the reader feel understood.
• Authority: Visitors trust you more when you show credibility.
• Urgency: Motivating users to act now rather than later.

Conversion Tip:
Use the “5-second test.” Ask a friend to look at your homepage for 5 seconds, then tell you what your business offers. If they’re confused, it’s time to revise.

Critical Tech Tip:
You NEED a way to collect and organize contacts and leads that come from your website. If you do not yet have a CRM or marketing automation system that easily creates forms and stores your contacts, please contact us to learn more about Marketecs Engine. 

Core Pages That Need Conversion-Focused Content

To boost conversions, start by optimizing these essential website areas:

1. Homepage

Your homepage sets the tone. It must clearly communicate your unique value proposition, who you serve, and what action visitors should take next.

Key Elements to Include:

• Clear headline with your primary benefit
• Subhead that elaborates or connects emotionally
• Strong CTA (Call-to-Action) above the fold
• Brief summary of services or transformation

2. About Page

This is where connection happens. It should blend your professional story with how you help your ideal client.

Conversion Tip:
End with a CTA. Invite them to book a call or explore your services.

3. Services Page

Avoid jargon and list-like descriptions. Instead, show the outcome of each service.

“Don’t just list what you do. Show me how it changes my life or business.”
— Marie Forleo

Structure to Use:

• Problem statement
• How your service solves it
• Client transformation
• Next steps (CTA)

4. Contact Page

Too often overlooked, your contact page can reduce friction or create it. Make it simple and friendly.

Essentials:

• Short and supportive intro text
• Clear form fields (avoid overwhelming)
• Alternate ways to reach you

Critical Tech Tip:
We HIGHLY recommend you have a way to collect and organize contacts and leads that come from your website. If you do not yet have a CRM or marketing automation system that easily creates forms and stores your contacts, please contact us to learn more about Marketecs Engine. 

Tips for Writing Copy That Turns Visitors into Leads and Customers

Here, we’ll explore seven key areas that will help you write website content that converts instead of just attracting attention. We’ll also share valuable statistics and expert quotes to give you insights into why each of these techniques is essential.

1. Know Your Audience Inside and Out

Before you even begin, the most crucial step is understanding your audience. Who are they? What are their pain points? What do they value, and what solutions are they searching for? Understanding your audience’s pain points, desires, and motivations allows you to tailor your messaging to meet their needs and speak their language.

According to McKinsey, 71% of consumers expect personalized interactions from businesses, and 76% get frustrated when this doesn’t happen. This highlights the importance of truly knowing your audience to deliver content that meets their needs.

As Dan Zarrella, a social media scientist, wisely puts it, “Marketing without data is like driving with your eyes closed.”

Research tools to use:

• Conduct customer surveys or interviews.
• Use social media listening tools to observe audience discussions.
• Analyze website analytics to better understand visitor behavior.

Action items:

• Create detailed buyer personas outlining your audience’s demographics, pain points, and buying behaviors.
• Tailor your tone, language, and messaging to match their preferences.

Formula for defining your audience:

1. Define Audience: [Audience Type] who [Pain Point/Need] and are looking for [Desired Outcome].
2. Identify Problems: They struggle with [Specific Problems].
3. Offer Solutions: We provide [Your Solution] to help them [Benefit/Outcome].

Example:

1. Our audience is business consultants who need more efficient ways to manage marketing and are looking to automate their processes.
2. They often struggle with content creation, marketing automation, and website optimization.
3. We provide personalized marketing strategies to help them save time and increase their revenue.

Tangible Tips:

• Use dynamic content that adapts based on the visitor’s behavior or preferences, such as personalized recommendations or location-based messaging.
• Feature targeted landing pages for specific customer segments to address their unique needs.

Website Content that Converts Pro Tip #1:
Create detailed buyer personas to guide your writing and website design. This will help ensure your content is relevant, personalized, and engaging, all key elements in good SEO.

2. Write Compelling Page Titles, Headers and Subheaders

The headlines are the first thing your audience sees and it often determines whether they will read the rest of your content. Compelling headlines are clear, concise, and intriguing. They should promise value or a solution for a specific need, inviting the reader to discover more.

80% of readers never get past the headline, making it the most critical element in grabbing attention (Copyblogger). And headlines with numbers get 36% more clicks than those without (Conductor).

For example, instead of writing “How to Improve Your Marketing Strategy,” try “5 Proven Marketing Strategies to Land Your Next Big Speaking Gig.”

As David Ogilvy, the father of advertising, famously said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Best practices for writing headlines:

• Include keywords that are relevant to your audience.
• Use numbers (e.g., “5 Tips for…”) to catch attention.
• Pose a question that encourages the reader to seek an answer.
• Offer a clear benefit (e.g., “How to Save Time with…”).

Action items:

• Write multiple headline options for each piece of content and choose the one that best combines clarity and intrigue.
• Use tools like CoSchedule’s Headline Analyzer to gauge headline effectiveness.

Formula for compelling headline creation:

1. [Number or Trigger Word] + [Adjective] + [Keyword/Topic] + [Benefit]
2. [How to] + [Achieve Desired Outcome] + [Without Pain Point]

Examples:

1. “5 Proven Strategies to Skyrocket Your Content Engagement”
2. “How to Increase Website Conversions Without Spending More on Ads”

Tangible Tips:

• Use clear, keyword-rich headings and subheadings to improve SEO and guide visitors through your content.
• Include emotional or benefit-driven language in headlines to capture attention and entice users to read further.

Website Content that Converts Pro Tip #2:
Use numbers, questions, or actionable phrases to draw attention and pique curiosity.

3. Focus on Benefits, Not Just Features

One of the biggest mistakes content creators make is focusing too much on the features of a product or service without explaining the benefits to the customer. While features describe what a product or service does, benefits explain how it solves a problem or enhances the customer’s life and why it matters to your audience. 

87% of consumers say they will only consider purchasing a product if they understand how it benefits them (SurveyMonkey).

For example, instead of simply stating that your software has “automated reporting,” highlight how this feature saves time, reduces errors, and allows business owners to focus on growth instead of manual tasks.

How to highlight benefits effectively:

• Use the “So what?” test: For every feature, ask yourself why it matters to the customer.
• Be clear and specific about how your product will make a difference.

Action items:

• For each feature, list corresponding benefits that directly relate to your audience’s needs.
• Use customer testimonials or case studies to illustrate real-world benefits.

Formula for writing benefits focused content:

1. Feature: [Your Product Feature]
2. Benefit: This means that [Audience Benefit].
3. So What?: So you can [End Result/Outcome for the Customer].

Example:

1. Feature: Our software offers automated reporting.
2. Benefit: This means that you save time on manual tasks.
3. So What?: So you can focus on growing your business instead of managing data.

Tangible Tips:

• Highlight benefits at the top of your page, such as how your product will improve the customer’s life or solve a problem. Use bullet points for easy reading.
• Include real-life examples or case studies that demonstrate the benefits in action.

Website Content that Converts Pro Tip #3:
Use the “So What?” test. For every feature you mention, ask yourself, “So what does this mean for the customer?” This will help you highlight the benefits.

4. Create a Clear and Compelling Call to Action (CTA)

Each page on your website should have a clear goal. Whether it’s encouraging readers to sign up, download a resource, or make a purchase, your CTA must be direct and action-oriented. 

For example, instead of saying “Learn More,” use a more specific CTA like “Download Your Free Guide” or “Start Your Free Trial.” Make it as easy as possible for your readers to take the next step.

A strong CTA can significantly boost conversions. Using a CTA button instead of a text link can increase conversion rates by 28% (Campaign Monitor). That’s HUGE!

Kevin Roberts, former CEO of Saatchi & Saatchi, reminds us, “Every communication is a call to action. If there is no call to action, you have not communicated.”

Elements of a strong CTA:

• Use direct language: “Download Now” or “Get Started.”
• Action-oriented words like “Start,” “Join,” or “Discover.”

Action items:

• Place CTAs in multiple spots throughout your pages.
• Test different CTA texts and placements to see what works best.

Formula for effective CTAs:

1. Action Word + [What They’ll Get] + [Timeframe/Benefit]
2. CTA + Urgency/Scarcity + Value Proposition

Example:

1. “Download Your Free Guide Now and Start Seeing Results Today!”
2. “Sign Up Today to Secure Your Spot – Limited Availability!”

Tangible Tips:

• Ensure every page has a clear, actionable CTA (e.g., “Sign Up Now,” “Download Free eBook”) and make it stand out with contrasting colors or bold designs.
• Use multiple CTAs on long pages, place them in the header, within the content, and at the bottom.

Website Content that Converts Pro Tip #4:
Position your CTA strategically. Don’t wait until the end of the page; include multiple CTAs at key points where your readers are most likely to be convinced, and always place one as close to the top of your page as possible.

5. Use Storytelling to Create Emotional Connections

People respond to stories far more than they respond to facts and figures alone. When crafting your web pages, weave in stories that illustrate how your product or service solves a real problem for someone like your audience. This makes your content more relatable and helps build trust. 

For example, tell a customer success story that highlights a problem they were facing and how your solution helped them achieve a positive outcome. This will resonate emotionally with your audience and make them more likely to take action.

As marketing expert Seth Godin puts it, “Marketing is no longer about the stuff you make, but about the stories you tell.” By telling a compelling story, you can build a stronger emotional connection with your audience.

In fact, 92% of consumers say they want brands to create content that feel like a story (MarketingProfs).

How to incorporate storytelling:

• Share customer success stories that demonstrate how your product solved a real problem.
• Use before-and-after scenarios to clearly show the transformation your product offers.
• Utilize your blog articles to share longer stories and case studies, then put blog feeds on key web pages for more visibility.

Action items:

• Identify and feature customer stories that resonate with common challenges faced by your audience.
• Structure your story with clear elements: conflict, resolution, and transformation.

Formula for storytelling in content creation:

1. Introduce the Hero: [Customer Name/Type] was struggling with [Problem].
2. Present the Conflict: They couldn’t achieve [Goal] because [Obstacle].
3. Resolution: After using [Your Product/Service], they were able to [Benefit/Result].
4. Transformation: Now, they [End Result/Outcome].

Example:

1. Sarah, a small business owner, was struggling with keeping her marketing efforts organized and consistent.
2. She couldn’t grow her business because she was spending too much time on manual tasks.
3. After using our marketing automation tool, she was able to automate her campaigns and track performance in real-time.
4. Now, she has more time to focus on expanding her client base and has increased her revenue by 30%.

Tangible Tips:

• Create a dedicated section that tells your brand story or features case studies that showcase how your product or service has transformed customers’ lives.
• Use testimonials and visuals to complement the storytelling and make it more relatable.
• Utilize video when ever possible to increase trust and share important stories.

Website Content that Converts Pro Tip #5:
Use real-world examples and testimonials whenever possible to build credibility. And capitalize on blog articles to share full stories and case studies that can easily be shared.

6. Write for Skim Readers

It’s a fact, many readers skim content rather than reading it word-for-word. 

43% of people admit to skimming blog posts, and 58% more readability can be achieved by breaking up content with subheadings and lists (Content Marketing Institute).

Jakob Nielsen, a web usability expert, says, “You have to write for the way people read, which is with a darting, searching glance.”

Key strategies for skimmable content:

• Use subheadings to break up large sections of text.
• Include bullet points or numbered lists to highlight key takeaways.
• Keep paragraphs short and focus on one idea per paragraph.

Action items:

• Review your content to ensure paragraphs aren’t longer than 3-4 lines on average.
• Add subheadings every 2-3 paragraphs for better readability and SEO.

Formula for writing content that can easily be skimmed:

1. Start with a clear and concise heading: [Short and Descriptive Heading]
2. Break sections with subheadings: [Benefit or Key Point]
3. Use bullet points for lists:
   • [First key benefit]
   • [Second key benefit]

4. End with a bolded CTA: [Action + Value Proposition]

Example:

• Increase Your Productivity with These Simple Tools
• Automated Solutions
  • Save time with automated email campaigns
  • Track results instantly with real-time reporting
• Sign Up Now for a Free Demo!

Tangible Tips:

• Break up content with subheadings, bullet points, and short paragraphs. Use bold or italic text to emphasize key points.
• Utilize visual elements such as images or infographics to communicate complex ideas more quickly.

Website Content that Converts Pro Tip #6:
Use formatting elements like bold text, headlines, or highlights to draw attention to important information or CTAs while also improving SEO.

7. Test and Optimize Your Content

Even the most well-crafted content can benefit from optimization. Continuously test different headlines, CTAs, and formats to see what resonates most with your audience. Use analytics to track conversions and adjust your strategy accordingly.

Companies that use A/B testing see an average lift of 37% in conversion rates (Invesp). Testing different elements can help you find what works best with your audience.

Testing strategies:

• A/B test different versions of headlines, CTAs, and even entire landing pages.
• Track conversions and engagement with tools like Google Analytics.

Action items:

• Schedule regular content audits to identify what’s working and where improvements are needed.
• Use data from your tests to continually refine your approach and improve your conversion rates.

Formula for testing an optimizing content:

1. Identify Variable: [Element to Test, e.g., Headline, CTA, Image]
2. Create Variation: [Version A] vs. [Version B]
3. Measure: Track [Metric, e.g., Click-Through Rate, Conversion Rate]
4. Implement Winning Strategy: Based on [Test Results], use [Winning Element] in future content.

Example:

• Test the headline: “Increase Your Revenue by 20% in 6 Weeks” vs. “Grow Your Business Fast with These Proven Strategies.”
• Measure conversion rates for each headline.
• Implement the winning headline across your other marketing assets.

Tangible Tips:

• Conduct A/B testing on web page elements like headlines, CTA placement, and color schemes to determine what drives the best results.
• Use heatmaps and analytics tools to see how users engage with your content and make data-driven adjustments.

Website Content that Converts Pro Tip #7:
Use A/B testing to compare versions of your content and determine which performs better in terms of conversions.

Checklist: Is Your Website Ready to Convert?

Ask yourself these questions:

1. Is it clear what I do and who I help within 5 seconds?
2. Do I have clear, keyword rich, headings and subheadings?
3. Does each page have one primary call-to-action?
4. Are my services described in terms of benefits, not just features?
5. Is my content speaking to my ideal client?
6. Have I included testimonials or proof of results?
7. Is my copy easy to scan and read on mobile?
8. Do I have a way to view and track analytics? 

If you’re missing the mark in any of these areas and you’re not sure where to start, let’s chat!

Ready to Create Website That Converts?

By following these strategies, backed by experts, you can create content that not only attracts visitors but also converts them into leads and customers. Each of these areas plays a crucial role in guiding your audience through the buyer journey, making your content more engaging and effective.

Contact Marketecs today to learn how we can help you craft compelling content that drives results! And if you need to upgrade your tech stack, we can help with that too! Check out our all-in-one Sales and Marketing Automation platform, Marketecs Engine!