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5. Content: Selling points, CTAs and clickability

The Internet is a crowded place. Obtaining a #1 for a keyword is not always possible and sometimes sites languish in the top five positions. OK, what can we do about this? Sell sell sell. Maximise conversion rates.

Increased clickability, user engagement

So if we use headlines and more engaging titles; like the top 10 things you need to know, 10% off with free delivery, award-winning, the list is endless. Will this improve traffic to the website?

There are a number of American content writers who are very skilled and adapting this approach, and it seems to be slow in being adopted by UK content writers.

A simple metric we use when proofreading and editing content is simply “does this content help sell our clients products or services.

Example of increased clickability, user engagement

As a casing point recently we are involved in a data optimisation project where the meta titles for all of the products were unengaging. In fact, the entire industry being scientific was rather unengaging and uninspiring.

What we did here was downloaded all the data write a script or small piece of software that shows hundreds of titles, everything from ‘10% of free delivery’ etc. and appended this to the beginning of a set number of titles.

The result was a doubling in traffic and a marked increase in sales.

CTAs and common errors

CTA is a call to action. Which are commonly put in a contact form and the sidebar of every page, and at the base of every page with the telephone number?

Whilst this is important what is forgotten is that every paragraph that is created must have a reason and direction you want to point the user in. People are lazy, attention spans for a webpage are currently running at 2.7 seconds according to Harvard University.

However, a user might not get to the bottom of the page. If you are using a mobile device and the contact form is at the end of the content, the user might not reach this far. The same with a telephone number.

Logically explain to the user what direction or action to take

What we practice at Vanilla Circus© is simply asking the question what is this paragraph trying to explain to the user? and what direction or action do we want the user to take? – What would be reasonable and expected?

This might include a common contact us or email us or telephone us, the problem more likely it’ll offer the user a link to read about related information, giving the user the opportunity to carry on into the website or alternatively keep reading down the page.

Call 020 8405 6418 and we will see if we can help answer these questions would be an example of a logical progression as a user reads more and more pages of content and it is time to remind them that this is a business website and it is time to pay the ferryman so to speak.

This is imperative. The majority of most blogs that we see are simply content written in Microsoft Word, copied into WordPress then the publish button is pressed. Job is done!

The content simply becomes part of Internet noise, this further gives the impression that the Internet is free and all information does not actually have a cost or a purpose.

Next: Content: Depth of content, how much do we need?

Last checked and updated on June 2, 2021

Last checked and updated on June 2, 2021