How to Develop Website Content Marketing that Drives Conversions

BY Rachel Cagle
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In 2023, consumer visits to websites fell by 3.6%, even with ad spending across paid channels reaching an all-​time high. Creating website content marketing that engages the consumers who do visit your client’s website has never been more important. Here are a few tips for creating content that will help drive sales.

How to Develop Website Content Marketing that Drives Conversions

Consumers Need Better Website Content

According to a report by Contentsquare, the 3.6% decline in website traffic isn’t the only problem to worry about. Two out of every five visitors to the average website experience frustration. And when they get frustrated, they give up and leave.

What causes this frustration? You’re probably thinking about the typical technical errors like slow loads and buttons that don’t work. You’re right, but it’s also the lack of motivation to click or tap on any part of a page.

When consumers take the time to visit a website, they expect content that will fulfill their needs. Focusing on providing valuable website content marketing will not only drive website interaction, it can also drive traffic.

What Content Do They Want?

Answers to Their Questions

The most effective website content marketing is what’s tailored to the needs and interests of your client’s target audience. A previous SalesFuel blog based on data from WordPress VIP says you can find that information by looking at your client’s search data. Create content based on what your client’s target audience searches for (like answers to questions).

Another SalesFuel blog, based on data from Content Marketing Institute, lists the content that produces the best results:

  • Case Studies/​Customer Stories: 53% of marketers agree these produce the best results
  • Videos: 53%
  • Thought Leadership eBook and White Papers: 51%
  • Short Articles and Posts: 47%
  • Research Reports: 43%

Of course, the best website content marketing for your client depends entirely on their target audience. Find out what that audience is looking for, check out their profile on AudienceSCAN on AdMall by SalesFuel.

Product Pages

According to Contentsquare, your client’s product/​service detail pages are some of the most important on their site. These pages:

  • Make up 32.7% of site entries
  • Account for 29.3% of total page views

But with the good comes a lot of bad if consumers don’t find the website content marketing they’re looking for. These pages have a bounce rate of 60.4% and an exit rate of non-​bounces of 32.1%. You can help prevent that outcome a few ways.

The first is by prioritizing user-​generated content. By the time consumers get to your client’s product page, they know they’re interested in your client’s product/​service. But they might still need a little push.

That push can come from user-​generated content in the form of customer reviews. 78% of consumers agree that reviews give them more confidence in a product, service or brand. So, make sure consumers have access to customer reviews on each product or service you offer, and lots of them.

The second is including links to content positioned at earlier stages of the buyer’s journey. Contentsquare says that product page bounce rates are often the result of getting “too deep too fast.” You can prevent consumers from giving up by offering content that answers questions about the product/​why they need it.

Prioritize Relevant Content

Once you’ve created perfected website content marketing pieces for your client, don’t let them go to waste by hiding them. Contentsquare says that the average consumer spends so little time on websites that they only see 50% of a page. So, your client’s relevant content needs to be prioritized at the top of each page, including their homepage.

Use these website content marketing tips to get more out of your client’s website visits and drive more of them.

Photo by: Mimi Thian