4 Steps to Writing Content that Converts

Ashley Quintana, M.S., B.A.

December 13, 2016

2 minute read

Creating content that converts doesn’t happen by chance, and simply creating content for the sake of content isn’t very smart.

There are many aspects that go into the creation and maintenance of a successful website, and having a good copywriter that creates amazing copy is just one of these things.

Of course, website copywriting is ultimately how you will retain your viewership, but unless it is combined with a content marketing strategy, a great blog design, good email writing and consistent Search Engine Optimization (SEO), much of your writing will slip by the eyes of those intended to read it.

These are the 4 steps we use to create content that will engage and convert - we hope you can make them work for you:

1. Eliminate distraction

Design matters and white space is your very best friend.

The average new visitor to a website is going to look at a page for something like 10-20 seconds before making the decision to either stay or leave, which is why you must hook a viewer with great web design and content that draws them in, rather than repelling them to the next site.

A quality URL that describes you blog or website content; clean, polished content; keyword rich text and relevant links will all have a positive effect on both the number and quality of repeat visitors, and make you a happy marketer.

2. Engage your reader 

Studies have shown the optimal read time for an online article is 7 minutes - with such a short average attention span, making articles and blogs easy to digest is critical.

Use descriptive words, keep paragraphs short, select useful images to help paint your textual picture, and consider crafting posts in list form.

Each of these things will not only keep people focused on your content, but allow them to better absorb it, turning them from a simple pair of eyes to a repeat visitor to your site.

With that said, the best copywriting is the kind that employs a variety of methods to achieve the end goal, which is why ebook marketing and long form content (lengthy blog posts about a specific subject) is also a good form of marketing copy.

Not only does it keep the average viewer on your site for 40% than the average visitor, it also allows you to position yourself as an authority on the subject matter.

3. Write to your persona 

Over time, and through the use of analytics (assuming your marketing plan is working), you’ll start to see a pattern in your readership, such as finding out which posts engage more readers than others, allowing you to tailor your content to add even more traffic to your site.

4. Don’t stop optimizing and testing 

Maximizing the number of visitors to your website or blog is critical to the success or failure of your venture, but it’s not as simple as driving numbers up. Search Engine Optimization (SEO) not only ensures you’re receiving visitors, but that they’re quality eyes with an interest in your content. This improves site visibility, leading to higher placement in the various search engines like Google, Yahoo, and Bing.

This form of growth hacking, in addition to other low-cost alternatives (social media, targeted marketing, viral marketing) are geared towards maximizing the most efficient way to grow a business through means besides traditional media.

It’s also important to mix things up: what works one month might not work the next. Industries change, as do the needs of customers, meaning your strategy must remain fluid. Keeping up with emerging trends and changes in the various search engines and social media outlets will prevent your site from losing out on valuable readers. Keep testing and adding to your website in a smart, scientific manner.

Learn how to make your website your best salesperson with this free guide. Download now.


Ashley Quintana, M.S., B.A.

Ashley Quintana is a co-founder of Bridges Strategies. In her role, she develops, leads, and executes digital marketing strategies for the company’s growing client base, including a Fortune 500 subsidiary and an NBA basketball team. Ashley’s work can be found in the Hispanic Journal of Behavioral Science, and she is an OKC.biz 40 Under 40 honoree for her leadership in business and community. She frequently speaks at universities, churches, and conferences on marketing, diversity, and business.


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