Five Ways To Write SEO Content That Converts
An SEO powerhouse may rank well in search results, but that doesn't mean the website gets the conversions it deserves. Finding a balance between form (user design, infographics, videos) and function (Google-friendly SEO, content length, authority) is difficult for small businesses and their marketers. It's great to have an attention-grabbing, visually appealing site, but that doesn't guarantee a local search presence for small, competitive companies.
At our web design and marketing agency, we work with businesses to improve their SEO, with one of these areas being content marketing. Placing a priority on using conversion-based content is one way to change visitors into conversions while staying within Google’s ever-changing guidelines.
The challenge is writing content that is informative, engaging, rankable and visually appealing enough that it convinces visitors to contact you or fill out a form. Here are five ways I recommend writing SEO-ready content that actually converts.
1. Hook Them Early
It's high summer. Your air conditioner is busted. Discluding AdWord pages, do you want to waste time getting suckered into keyword-stuffed, high-ranking HVAC websites that repeat the same information over and over again? No. You want to open a page that says the company provides emergency air conditioning maintenance in your area and to call this number right now.
SEO can be a distraction. It takes away from conversion- and design-friendly elements on the top of a page. It's smart to weave the SEO tactics in there, but always picture your mobile and desktop pages through a potential customer's eyes. Use your big hitters early on. These include a straightforward headline, a nice banner image, testimonials, charts, bullet points, stats -- leave the company history and technical rants for later on. If visitors scroll that far down, they're likely interested enough to continue reading and will probably convert anyway.
2. Write Logical Content
The disgruntled homeowner wants to know if you are a reputable business that can fix his AC unit over the weekend. A good page will satisfy the homeowner's concerns.
Conversion pages -- or pages that lead to forms or phone numbers -- need to flow in regards to design and content. Most visitors skim website content, but there still needs to be a sense of order. One paragraph leads to the next, each section transitions to the next logical point down the conversion rabbit hole.
An example of this top-to-bottom flow might include: who you are, the services you perform, evidence that you know what you're doing, proof of it in the form of testimonials or reviews, and your contact information. A decent SEO writer has an abundance of opportunities to optimize those sections without slowing down a reader's progression.
