Top Tips for Creating Conversion-Increasing Content

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12 Surprisingly Effective Tips for Creating Conversion-Increasing Content

Content is one of the leading powers of marketing, and it cannot be avoided. If you want your business to succeed, using content is a great step in the right direction. However, you’re going to want to make sure that your content can convert the leads reading it into profitable customers.

Not sure where to get started? Here are 12 tips you need to know.

1. Jump Straight to the Point

When it comes to your first paragraph, this is the only chance you have to captivate your reader’s attention and draw them into your content. According to a Microsoft study, the average reader has an attention span of around eight seconds. That’s eight seconds to grab your readers’ attention!

You can do this by basically answering everything in your first paragraph, before then going into further detail.


Sea Legacy is a conservation site that focuses on conversing and raising awareness on the current conditions of the planet’s oceans. In one article titled ‘The Fish Thieves’, the introduction of the article is actually set above the rest of the content on a spectacular hero image. Instantly setting the scene of the article and grabbing the reader’s attention.

Example of content marketing from Sea Legacy

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2. Use Power Words

Power words, such as Free, are some of your greatest weapons when it comes to creating captivating content. These words should create an image in your readers head and induce a tonne of emotion. You can find similar words at sites like State of Writing. Here’s a great example of Hathaway.


To see a prime example of how power words are used, all you need to do is head over to the Apple website. On their homepage, you’ll find simple sentences that are full of power words that grab your attention.

These are sentences like ‘A New Generation of iPhone’ and ‘Light Years Ahead’. ‘new’ and ‘ahead’ being the power words that move the reader and make them engage with the content as well as the concept.

3. Use Visuals

One of the most overlooked aspects of creating content is using visuals. “This means instead of just giving your readers a block of text to read. You include photos and images to help explain your message and for other reasons. One of these ‘other reasons’ is to help draw your reader’s attention to other parts of your website” – Explains Bradley Sheehan, a Content Marketer and a Huffington Post writer.


Because imagery is such an important part of creating content, there are plenty of examples to be found all over the internet. You should see visuals in pretty much every article or post you read. However, one of the best examples of using visuals comes from National Geographic.

This article is about villagers in Georgia who are climbing massive trees to harvest the cones for seeds in the hope of selling them for Christmas trees. The article starts straight away with a video giving the reader a brief summary of the article and all the information they need.

Content marketing from

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4. Understand the Importance of Headlines

The headlines you use in your content is one of the most important things to consider. It will be the first thing your readers and followers will see and will determine whether or not a user is going to click on your content post.

You want something that stands out from the crowd. Describe your content without giving too much away and is simply irresistible. There is a tonne of headline writing techniques you can use for creating headlines. Depending on your industry and business, you can find a lot of tips using websites like Grammar Check.


Jon Morrow once wrote a headline entitled ‘How to Quit Your Job, Move to Paradise And Get Paid to Change the World’. The article was featured on Problogger. Although the claims are outlandish and, to many, seem ridiculous, the article is one that many people won’t be able to resist.

5. It’s All about Value

One of the most important things to consider when creating content is that you need to provide value in your content, rather than just being completely promotional. As a rule of thumb, give your readers a piece of information they can take away in every piece.


Any form of media publication is a great example of how valuable content works. Of course, throughout the media publication, you’ll find advertisements, products for sale and other ways they make money, but the majority of the content is strictly informative. National Geographic magazines, as mentioned above, are a great example of the coveted 80/20 rule.

6. Implement Authority Figures

In any industry or business, there are going to be authority figures that you can reference in your content. For example, if you were talking about computers, mention Steve Jobs or Bill Gates.

This is because you’re showing that what you’re talking about directly correlates with people who know what they’re talking about, gaining you a better reputation and credibility. You can add your own references and quotes in a professional format using tools like Cite It In.

Content marketing from

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Check out this video by Mercedes Benz. Loki is a wolf-dog with over 1.6 million followers on Instagram. Loki was contracted by Mercedes Benz to create a video using 360° cameras to promote their latest car. There was a series of videos which has attracted hundreds of thousands of views.

7. Be Concise

There’s nothing worse than reading an article which is extremely vague and doesn’t really stick to the point. For example, a financial advisor could give a figure of ‘around 10%’ or say ’10.3%’ which figure and individual are you more likely to trust with your money?

Being concise also helps you to shorten your word count. Your content is much more digestible and easier for your readers to consume, and therefore convert without getting bored.


When it comes to word counts, it really depends on who your audience is and what kind of message you’re trying to communicate. Take a look at this article by Lonely Planet on the food scene and culture of Peru.

This articles clocks in around 1,450 words and goes into immense detail on the topic, which is exactly what you’d expect from a detailed travel blog. However, this article from the Guardian newspaper on the same subject clocks in around 650 words, making it much more digestible and more suitable for a quick read.

8. Utilise Questions

Questions are a powerful tool to use in your content as it helps the reader to think, rather than just mindlessly absorbing it. This helps them connect more with your writing. Just check out this ancient article using this technique way back when.

You can also use tools like Academadvisor for tips on creating the best questions.


You could use questions anywhere in your article, you’ve just got to get creative. For example, you can use it in your headline, such as ‘Are you paying much too much for your car insurance?’ or in the middle of your content if you’re explaining something. First to get the user thinking about what you’re about to say, such as ‘How many customers do you think expect a welcome email when subscribing to a mailing list?’

9. Focus on Formatting

The formatting and style of your article and content are so important. Make sure that it was readable and broken down. Use subheadings, headers and bullet points to help your reader have the easiest experience.


This article is a prime example of how to use subheadings in your content. Some aspects your readers are going to know and can easily skip. Others will simply scan to a section that they are interested in.

10. Stick to the Point

There’s no point going on, and on when you’re creating content. People simply don’t feel like they have the time. This means keeping your content short and sweet. A process made easy using tools like Easy Word Count.

Of course, long-form content is unavoidable sometimes, but even in this content, you’re going to want to keep things short and sweet where you can. This article could easily be thousands of words long but having it short and formatted into easily digestible sections makes for a much nicer experience for the reader.


Check out this article entitled ‘Something is wrong with the internet’. The article totals just over 5,000 words and is definitely a long-form article. However, the article does go into an immense amount of detail and sticks to the point the entire way through. Also using a comprehensive collection of examples and references.

On the other hand, this article titled ’10 ways the internet is destroying you’ is written to a much more manageable 1,600 words. It’s written in a list format that’s easy to digest and consume the information. It will take much less time to read.

11. Write for Children

Okay, not children in particular but when it comes to choosing language, format and style, aim to create a piece of content that could be understood by a fifth-grade child.

This means cutting out fancy words and complicated phrases. Making it so anybody could understand the message you’re trying to share.

12. Use Calls to Action

Finally, when you get to the end of your content, and even throughout if you’re smart about it. Include a call-to-action, telling your user what to do next. “This means you’ll be able to direct your customer onto the next stage of your sales funnel. Helping you generate those all-important sales” – Says Raul Paiz, a Digital Marketer.


The WordStream website uses highly effective calls to action that help them to generate sales. As you can see from the homepage, the website itself is rather white and grey. The call to action button is big, orange and really stands out and grabs your attention.

On the button, you have the simple text stating ‘Get Your FREE Report Today’. It immediately gets their users excited and eager to move onto the next step of the sales funnel.

Content marketing from

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Creating content to increase your conversion rates doesn’t have to be a hard and long-winded process. It’s worth bearing these tips in mind so you can maximise the opportunities that your business is making for itself.

As a takeaway, here are some things you’ll need to remember;
  • Keep your language simple and understandable for all your audiences.
  • Evoke and encourage your readers to emotionally connect with your content.
  • Remember the purpose, whether it’s educational, inspiration and the sorts.
  • Never forget the value is the most important thing.

With these tips, you can be sure that you’ll connect and inspire your readers. Leading them deeper into your website and increasing your content conversion rates.

Be Like amazon! Even a Lemonade Stand Can Do It

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Why are Amazon so successful? Are there certain guiding principles that allow companies to be like Amazon to establish and sustain a dominant position in their market? How do these organisations make decisions to ensure their continued dominance? But why do some of these companies such as Kodak and Sears lose their way and go into rapid decline?

In the book ‘Be Like amazon’, Jeffrey and Bryan Eisenberg and co-writer Roy Williams, answer these questions and many others using the art of story-telling. The book cleverly uses the narrative of a road trip involving a young man and his mentor, an older man called Poobah, to explore these issues using a combination of witty anecdotes and entertaining dialogue.

Unlike most business books Be Like Amazon avoids relying on jargon and opaque concepts to communicate their ideas. Instead, the book is full of simple and clear examples from every day businesses that will help you with conversion rate optimisation. As the cover suggests, “even a lemonade stand can do it.”

I won this book at the Conversion Elite conference in Manchester and couldn’t put it down once I’d started reading it. Here are seven key insights I took from the book, but there are many more to be gleaned from reading it.

1. Keep To Your Unifying Principles:

Throughout the narrative Poobah keeps bringing his protégé back to how each story of success had clear and strong unifying pillars. George Eastman for example set up Kodak as it became known with four key principles:

  1. Keep the price low so that customers will find more uses for it.
  2. Always sell by demonstration.
  3. Be the first to embrace new technologies.
  4. Listen to what customers say.

Kodak went bankrupt when it abandoned these four principles and decided it was in the camera film business. Ironically Kodak had invented the digital camera but it failed to capitalise on the very technology which replaced camera film.

2.The Myth of Key Performance Indicators:

In the age of big data and key performance indicators (KPIs) companies are continuously measuring and tracking performance indicators. What they are often not doing is thinking about what this means for the customer. Companies may have huge quantities of data, but it is essential to go beyond company performance and “see the data that reveals your customer’s reality.”

This is essential for conversion rate optimisation as unless you work in a customer centric organisation this can be missed in the rush to generate reports. What we need to be thinking is what does the data tell us about the customer experience, where do customers struggle, what do they feel, what do they like, what do they dislike and how they use the product? Are you really listening to your customers?

All too often data is used purely to look at performance from the organisation’s perspective and there is often too much focus on what competitors’ are doing. If you want to Be Like amazon it is essential that you use your data to see your customer’s reality.

3.Actions Speak Louder Than Words:

Mission statements, marketing slogans, brand values and brand guidelines are just a form of propaganda. What matters is how companies behave. Words are cheap and people decide what you stand for by observing your actions.

As Jeff Bezos once said; “Your brand is what other people say about you when you’re not in the room.”

Brand values and mission statements are not worth the paper they are printed on unless you live by what you say. That’s why in Be Like amazon the company’s unifying pillars are referred to as the “operating system”. These principles should drive behaviours within the organisation. Amazon has these four unifying pillars:

  1. Customer Centricity
  2. Continuous Optimisation
  3. Culture of Innovation
  4. Corporate Agility

Unlike most business books the text doesn’t then go into a detailed monologue about each of these principles. Instead the story continues and the characters discuss examples of organisations that have applied similar unifying principles.

4. Customer Centricity Is Not Customer Love:

If there is just one thing that we should learn from Be Like amazon it’s about being customer obsessive. But as Poobah points out customer centricity is not about customer love, it’s about understanding what the customer wants and delivering it to them. It’s not possible to exceed expectations unless you know what they are in the first place.

The book is full of fascinating short anecdotes about great company bosses like Sam Walton (Walmart), Cornelius Vanderbilt (transport) and Julius Rosenwald (Sears). However, it also includes many examples of less well-known bosses from companies that have excelled at being customer centric. These anecdotes are particularly useful as they show how businesses in many different markets have applied a customer centric approach to their advantage.

“We don’t make money when we sell things. We make money when we help customers make purchasing decisions.” – Jeff Bezos, CEO Amazon

5. Make Decisions For The Long-Term?

In the real world of course we don’t always make the right decisions and once successful businesses can take the wrong route down a bumpy road. Indeed, the authors’ argue that smart managers often do dumb things for short-term gains. But although stupid decisions may get immediate results, it’s no good if the results aren’t sustainable. So make sure you think about what’s best for the customer in the long-term and avoid focusing on short-term gains.

6. The Four Pillars Are Interconnected:

As you read Be Like amazon you realise that the four principles are interconnected and that without abiding by all of them you will fail on all of them. For instance Jeff Bezos believes strongly that teams should innovate by experimenting and failing if necessary to learn what works. But without corporate agility that would not work as the whole process would take too long and people would become disillusioned.

Amazon's four pillars of business growth

Source: Be Like amazon by Jeffrey and Bryan Eisenberg and Roy Williams

7. Buyer Legends Help Tell Stories From The Customer’s Perspective:

Developing a narrative of the customer experience from the user’s perspective is another powerful tool for marketers and senior stakeholders to help with continuous optimisation. The Buyer Legends process allows organisations to craft a story which reveals your customer’s reality. A pre-mortem helps companies explore all the shortcomings a customer might experience and forces them to tell the story from the customer’s perspective.


Be Like amazon demonstrates that any business or organisation can learn from what people like Jeff Bezos have achieved. Jeffrey and Bryan Eisenberg, together with Roy Williams have crafted a highly entertaining and insightful story. Although being customer obsessive is clearly an important take-out from the book, understanding what the four unifying pillars are is only the beginning of the process.

Be Like amazon is packed full of interesting anecdotes and valuable insights about how to optimise your business and turn it into world-class company. I also recommend that you read it to gain a better understanding of how the unifying pillars are interconnected.