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How to write content that drives conversion

All websites are designed to attract traffic to promote a brand, a company, or a blog. For sites that offer services, attracting as many visitors as possible is not enough and it is important to do everything possible to drive conversion.

Conversion refers to getting website users to perform the expected action. This can be a contact, a purchase, a newsletter subscription, a call etc…  Given that content creation is one of the most effective methods of attracting traffic to a website, it is very important to ensure that the content written is compelling enough for the user to perform the desired action. In this article, we give you some tips on how to write content that drives conversion.


What is the purpose of web content?

Establish a trust-based relationship

Web content is essential to making your site a trusted reference in your area of expertise online. First and foremost, Web content builds trust between your brand and users. You establish a connection using your content, and this trust will allow you to gain real authority in your niche.

Content writing is intended for two distinct audiences. Firstly, you write for your readers, who are potential consumers or customers. You provide them with information and knowledge. The user accesses your content because they want to find an answer and with a well-thought-out content strategy, you can instantly answer their question online and present yourself as an expert in your field. This content therefore generates a bond of trust between you and the Internet user, who will contact you first when he has a question.

When writing content, you also write for Google, which will analyze the quality of your content to reference you on its search engine for various keywords. This is called SEO or organic referencing. Many sites manage to be at the top of the search results using an editorial strategy. You should therefore take these two aspects into account when writing your content.

Establish your brand image

Online content allows you to distinguish your brand from that of your competitors. Your website must represent your brand and reflect your values. You need to show your potential customers how your service is unique and best suited to their needs.

If your website is a service site, it can be assumed that the users who visit it are interested in the service you provide. However, to convert these Internet users into customers of your business, you need to show them the value of the service you offer and how it meets their needs.

Finally, it is important to define your brand image according to the target you are trying to reach. Your content will not be written or organized in the same way depending whether you are targeting young people under 18 years of age or seniors. You have to start by determining who your target audience is before you can create impactful content to increase your traffic.

Create incentive content

Test it out

Making your content attractive is not instinctive or straightforward. You will have to write several times before you can find the techniques and content that will be most effective with your target audience. Change your style, change your articles, test to see what type of content is most effective at generating conversions.

Modify your title tags, meta description, the length of your content as well as its design and structure. All these criteria are flexible elements that may or may not bring you conversions. Changing these criteria and observing traffic and conversion changes on your site will allow you to better define your target audience and therefore adapt your content to your customers.

Optimize your homepages and service pages

Your homepages, landing pages or service pages are the first things that users will see when they arrive on your website. It is therefore necessary to carefully present your website, and above all, optimize your web pages.

These pages shouldn’t contain too much text. They must be pleasant to read, have images, be well spaced and get to the point: what service do you offer? Why you?

The title of your page (H1) must be evocative, it must answer a question and use your keywords. Next, make sure you organize the rest of your pages. Subtitles (H2, H3) help you to structure your content, to avoid losing the reader and especially to keep them on your website.

Have a blog

Managing a blog on your website is a great asset for your SEO and traffic. However, your blog shouldn’t be there to “fill” or “decorate” your website. You must be able to contribute real information, provide knowledge to users, and at the same time show that you are an expert in your field.


Include calls to action

Inserting calls to action into your web content is essential. This allows potential customers to easily contact you to request information or to benefit from your services.

Contact form for the My Little Big Web site


These calls to action must be inserted on your site in a subtle but directly visible way for the consumer (if the consumer has to search for your contact, you are wasting his time and he will likely leave your page). Offer free analysis, contact forms to give advice to your customers, and then offer them the opportunity to do business with you. Your calls to action must be simple, creative and to the point.

For calls to action in blog posts at My Little Big Web, we insert them after 70% of the content has been read. This practice allows the client to read the information he wants, and, during the reading, to request our services if he sees that his situation corresponds to our field of expertise.

Hire SEO professionals to increase your conversions

Establishing a good web strategy is not easy, and bad SEO content can have a negative impact on your site. To create content that brings you traffic and drives conversion, hire the SEO experts at My Little Big Web. With extensive experience in content writing, we can provide you with advice and help you significantly increase your traffic and transactions.


Cofondatrice et Spécialiste SEO-SEM

Eugénie a commencé sa carrière en marketing Web chez Microsoft auprès de partenaires tels que Hewlett-Packard et Dell. En 2013, elle co-fonde My Little Big Web avec Maxence afin d'aider les PME à optimiser leur marketing Web. Ses compétences en SEO, publicité en ligne et expérience utilisateur permettent aux clients de My Little Big Web de se positionner rapidement et durablement en haut des résultats de recherche. Le partage de connaissances fait partie de ses priorités. Elle donne donc de nombreuses formations internes et externes ainsi que des conférences sur de multiples thèmes relatifs au marketing numérique.