As a web content writer, your writing should borrow principles from the marketing realm in order to help your clients reach their conversion goals. In marketing, the sales funnel refers to the systematic process of convincing shoppers to make a purchase. The funnel image aptly describes the process of gradually narrowing a wide audience down to those who actually make a purchase. Writers use many of the same techniques employed by the marketer as he narrows down his sales funnel. Let’s take a look at some of the essential funnel elements that should be employed when writing for conversions.
Web Content Writer: Initial Contact
Make your initial contact with stellar headlines. The headline is arguably the most important written element on any given web page. Great headlines should include relevant keywords for the search engine, but they should also convince the reader that the following material will be worth his time. This element will be read by the widest group of people so it must communicate clearly and convincingly.
Web Content Writer: Identify a Need
Information is fantastic, but a writer that is seeking to convert his audience must make it personal by identifying a need. It’s not enough to know that XYZ Landscaping can build and maintain decks and pools. The audience must view this service as a need. Identifying a need begins the process of narrowing your funnel down to those people who fall within the need category.
Proposal and Call to Action
What can be done to fulfill the need you have identified? This is the time to present service options and to show the reader how his problem (identified need) can be resolved.
If your readers have stuck with you to the end of the article, they’ve already expressed a heightened level of interest and will be ready for you to tell them what to do next. It’s at this point that an informational article will be integrated with page design so that the reader can easily act on what he’s learned. The call to action may also be included in the article itself, either as a specific plug for the company or as a generalized “clincher” at the end of the article, summarizing content and reminding the reader what steps he needs to take to solve the problem.
Some of these elements will be instinctive for an experienced web content writer, but it’s still worth taking the time to understand the process and to make sure that the written content on your website accomplishes the goal it’s intended to: conversion.