There are many simple steps you can follow to make your online content more engaging for your customers. From making a great first impression to removing unnecessary distractions – take a look at our top 10 tips for writing persuasive content.
Once you’ve attracted potential customers to your website, the key is getting them to stay. Aside from encouraging customers to buy your product or service, there are many reasons why you need persuasive content. Perhaps you want more sign-ups to your newsletter or you want more engagement on your blog, whatever it is, take a look at our top 10 actionable tips for writing persuasive content for your customers:
1. Choose an Objective
Every piece of content needs a goal and a clear sense of purpose. However, sometimes it’s difficult to stay on topic or have a clear focus. That’s why we recommend you choose one objective for each piece of content and stick with it.
If you’re not sure how to choose an objective, then you can start by asking ‘why are you writing this content?’ or ‘what action do you want readers to take?’.
2. Keep it Simple
You may have heard of the phrase ‘less is more’ and nowhere is this more true than with customer-facing content. You should make sure everything on your website is clear and remove any unnecessary distraction on the page to reduce decision making time for customers.
If a customer has to do considerable legwork to find what they’re looking for they are more likely to leave without making a purchase.
3. Use Phrases Users Are Searching For
If you speak their language, customers will not only feel more engaged but they will also favour your content for being relevant.
The trick here is to use phrases that people are actively searching for online. For example, ‘cheap flights’ will be typed into Google a lot more than ‘cost-effective flights’. To find the right words or phrases, we recommend using tools such as Google Keyword Planner or SEMRush.
4. Avoid Jargon or Ambiguous Words
While it’s important to use the correct terminology for your business or products, not all your customers are going to know what more complex or technical words mean. Offering explanations can really help.
Ambiguous copy should also be avoided. For instance, telling customers that you offer ‘practical solutions’ is extremely unhelpful. But telling them you offer ‘practical solutions for digital marketing’ is much better. If your customers can’t figure out what you do or sell within seconds of reaching your website then they will leave.
5. Answer Specific Questions
If you answer their questions and answer them well, customers will view your business as a go-to place for information. Providing that you stick to your niche and all your questions are relevant to your business, then questions are a great way to build trust and get customers engaging with your site.
There are a number of different tools you can use to find relevant questions including Google Keyword Planner and SEMRush.
6. Adding Credibility to Your Content
If you have loads of glowing reviews, a number of awards and accreditations, or even a high profile brand ambassador then you should absolutely mention this in your content. This will boost the credibility of your business.
7. Make a Good First Impression
A good first impression is everything. If your website doesn’t look professional, then it doesn’t matter how good your product or services are.
To look the part, you should have a clear brand identity and all your web copy and design should be consistent – sloppy copy is a big no-no.
8. Give Reason for Customers to Understand Your Value
How do you compare to competitors, what gives you the edge? Whether you offer competitive prices, a more personalised service, or have strong ethical or eco-friendly values, make sure you tell your customers why they should choose you.
Also, if you feel your product or service could improve the lives of your customers in some way, help them to visualise how and why.
9. Call to Actions
Whether it’s a social media post, a blog, or a page on your website, most of your content should end with a clear call to action. Phrases like, ‘shop now’, ‘contact us today’, or ‘discover our new collection’ all act as an indicator to potential customers and motivates them into a sense of action.
Call to actions can also make things clearer for your customers. For example, if you want customers to specifically contact you for a quote, through a phone call or an online form, by telling them this there will be less ambiguity on how to proceed.
10. Be Enthusiastic
All your content should demonstrate your enthusiasm for your service or product. After all, if you’re not interested in your business then why should your customers be?
While you need to create content primarily for your customers, when you’re writing online you’ll also need to think about SEO to make your content more visible and accessible in search results.
We hope you found our top 10 tips on writing persuasive content for your customers helpful. Check out our other blogs for more actionable tips and advice for creating content on your website.
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