Creating original content is no easy feat. Publishing valuable information that can convert a reader into a lead, presents an even tougher challenge. Is the content that you provide fulfilling its purpose or driving people away?

Follow these four tricks to help get the right content in front of your ideal clients:

1. Don’t Bury the Treasure Chest: Ensure that your most relevant and recent content is discoverable. Organize your articles into a format that is easy for users to navigate. Include a search bar in your website design so customers can easily find what they are looking for.

2. Bait and Hook, Then Switch: Don’t waste your time publishing mediocre content. Optimize a user’s experience by only providing the most valuable and informational material. Although this may require more time, each piece of content should be well formulated with a call to action and an eye-catching graphic. Once you hook the visitor with one piece of content, keep them wanting more! At the end of each article, suggest other materials for the visitor to review. Link to other posts that address relevant topics. The more time a visitor spends browsing your site, the more likely they are to convert!

3. Dangle a Carrot: The internet makes lead conversion easier than ever. With a proper call to action, a visitor can become a lead in one click. Present the full value of the service or product that you offer so the visitor is aware of the unique opportunity. By catering to the specific demand of the reader, you will compel them to take further action.

4. It’s All About the Looks: Your overall online content platform should be as aesthetically pleasing and easy to navigate as possible. The website should have a responsive design that adapts to any screen size, especially smartphones and tablets. All posted content should have social sharing buttons. Choose the buttons that display the total number of shares for each social media channel in order to leverage your content’s “social proof.”

Online content should serve as a valuable tool that sells the idea of your product or service. Ensure you are maximizing the content you post in order to increase conversions and expand your lead pool.

Get Your Personalized Authority Scorecard

Receive a complimentary critique of your business’ marketing and digital performance without having to talk to a human.

Authority Scorecard