{"id":19660,"date":"2014-03-25T14:01:56","date_gmt":"2014-03-25T06:01:56","guid":{"rendered":"https:\/\/www.hongkiat.com\/blog\/?p=19660"},"modified":"2024-09-03T18:13:38","modified_gmt":"2024-09-03T10:13:38","slug":"writing-content-that-converts","status":"publish","type":"post","link":"https:\/\/www.hongkiat.com\/blog\/writing-content-that-converts\/","title":{"rendered":"Writing Content That Converts Readers into Customers"},"content":{"rendered":"<p><strong>Conversion Rate Optimization (CRO)<\/strong> is one of the most challenging aspects of writing for <a href=\"https:\/\/www.hongkiat.com\/blog\/e-commerce-design-resources-the-ultimate-round-up\/\">e-commerce<\/a>. Few writers claim expertise in CRO, often because the process involves much more than just writing. The psychological aspects of sales can be intimidating, with writing being just one small component.<\/p>\n<p>Among all types of writing, CRO uniquely incorporates three of the five senses and relies heavily on external factors to be effective. There are five key elements of CRO writing that must be precisely executed to work effectively in tandem with other influences.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-1\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/call-to-action-buttons-guidelines-best-practices-and-examples\/\" class=\"ref-block__link\" title=\"Read More: Effective Call to Action Buttons: Tips and Examples\" rel=\"bookmark\"><span class=\"screen-reader-text\">Effective Call to Action Buttons: Tips and Examples<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/call-to-action-buttons-guidelines-best-practices-and-examples.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-6587 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/call-to-action-buttons-guidelines-best-practices-and-examples.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">Effective Call to Action Buttons: Tips and Examples<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tCall to action buttons on websites are often neglected. Designers sometimes don't understand exactly what makes a good...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<p>The following graph illustrates how the various elements of CRO work together to guide a casual visitor into the purchasing funnel.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" width=\"435\" height=\"255\" src=\"https:\/\/assets.hongkiat.com\/uploads\/writing-content-that-converts\/index_clip_image009.gif\" alt=\"CRO elements guiding visitors into purchasing funnel\"><\/figure>\n<p>To effectively lead targeted website traffic and random visitors towards a sales decision, a freelance content writer must master these five elements of CRO writing. This approach to conversion rate optimization can be overwhelming for writers unfamiliar with content marketing.<\/p>\n<p>The five elements of CRO writing are:<\/p>\n<h3>1. Attraction<\/h3>\n<p>Attraction can be achieved through the initial landing page that <strong>draws traffic to your e-commerce website<\/strong>, as well as through the title, first paragraph, and consistently throughout the content to <a href=\"https:\/\/www.hongkiat.com\/blog\/writing-engaging-blog-posts\/\">engage potential customers<\/a> with the product or service.<\/p>\n<p>This stage of writing <strong>may involve using the senses<\/strong> (Sight, Touch, & Sound), which play an even more significant role in the Retention phase of conversion rate optimization.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-2\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/60-beautiful-hand-drawn-web-design\/\" class=\"ref-block__link\" title=\"Read More: 50 Beautiful Hand-Drawn Web Design\" rel=\"bookmark\"><span class=\"screen-reader-text\">50 Beautiful Hand-Drawn Web Design<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/60-beautiful-hand-drawn-web-design.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-4423 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/60-beautiful-hand-drawn-web-design.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">50 Beautiful Hand-Drawn Web Design<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tThis article was published on: Jun 3, 2009. Journeying back to the roots of design, many a web...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h3>2. Weeding<\/h3>\n<p>Weeding is often the most challenging part of CRO content writing. It involves focusing on genuinely interested prospects and filtering out those who would otherwise waste a salesperson\u2019s time. These include prolonged page bouncers or overly polite individuals <strong>who will read anything interesting.<\/strong><\/p>\n<p>A <a href=\"https:\/\/www.hongkiat.com\/blog\/hiring-freelance-contractors\/\">skilled freelancer<\/a>, like an experienced salesperson, will quickly identify these time-wasters and concentrate their efforts where it counts.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-3\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/simple-writing-tips\/\" class=\"ref-block__link\" title=\"Read More: 6 Simple Tips To Write Your Next Killer Post\" rel=\"bookmark\"><span class=\"screen-reader-text\">6 Simple Tips To Write Your Next Killer Post<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/simple-writing-tips.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-18410 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/simple-writing-tips.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">6 Simple Tips To Write Your Next Killer Post<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tI'm not surprised to find out that people are reading less. There is so much more happening elsewhere,...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h3>3. Retention<\/h3>\n<p>Once attraction is established and time-wasters are filtered out, the content writer\u2019s job is to keep the potential customer engaged by demonstrating <a href=\"https:\/\/www.hongkiat.com\/blog\/calculating-flat-rates\/\">additional value<\/a> and <strong>providing useful information<\/strong>. Retention involves sharing <strong>new insights<\/strong> that the reader didn\u2019t know, prompting further interest and exploration. This represents the second stage of the sales funnel.<\/p>\n<p>Retention can be achieved in various ways. The most effective method is presenting the reader with <strong>new ways<\/strong> to utilize the product or service or highlighting benefits that go <strong>beyond the obvious<\/strong>. This leads to the next phase: conversion.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-4\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/google-analytics-data-tips\/\" class=\"ref-block__link\" title=\"Read More: 20 Basic Tips & Tricks to Master Google Analytics Data\" rel=\"bookmark\"><span class=\"screen-reader-text\">20 Basic Tips & Tricks to Master Google Analytics Data<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/google-analytics-data-tips.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-17320 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/google-analytics-data-tips.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">20 Basic Tips & Tricks to Master Google Analytics Data<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tLooking over and managing website visitor data is crucial to the success of your company. Whether you are...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h3>4. Conversion<\/h3>\n<p>Conversion content is <strong>the most challenging part of the process<\/strong>, as it involves <strong>convincing the reader to take a positive action<\/strong>, such as clicking a link or making another form of commitment. This is the first \u201cyes\u201d the content writer seeks to elicit from the potential customer.<\/p>\n<p>Writers confident in their CRO abilities often find this stage the most rewarding, while others view it as the point where sales are most vulnerable. Regardless, conversion content relies heavily on emotion and is the second stage of the sales funnel process.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-5\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/call-to-action-button-templates\/\" class=\"ref-block__link\" title=\"Read More: 30+ \u201cCall to Action\u201d Button Templates to Download\" rel=\"bookmark\"><span class=\"screen-reader-text\">30+ \u201cCall to Action\u201d Button Templates to Download<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/call-to-action-button-templates.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-10091 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/call-to-action-button-templates.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">30+ \u201cCall to Action\u201d Button Templates to Download<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tProfessionally designed call-to-action buttons in HTML, CSS, JavaScript and Photoshop formats\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h3>5. Inspiration<\/h3>\n<p>Inspiration-driven conversion content differs because it begins on a new page of the process. During conversion, inspiration starts when the reader is persuaded to click and follow a link that takes them further down the Rabbit Funnel. This is the page that <a href=\"https:\/\/www.hongkiat.com\/blog\/40-fresh-creative-and-inspiring-photographs\/\">inspires the customer<\/a> <strong>to take action<\/strong> and involves the 3rd and 4th stages of the sales funnel.<\/p>\n<h2>The Senses in CRO Writing<\/h2>\n<p>Among the five senses, three are actively used in <strong>Conversion Rate Optimization<\/strong> content during at least two stages of guiding a potential customer through the Purchasing Funnel.<\/p>\n<p>This is achieved through compelling content that enables the reader to <strong>visualize the product or service<\/strong>, using sensory cues to guide their imagination. While this might seem straightforward \u2013 like selling a barbeque grill \u2013 applying the same technique to something like a toilet plunger is much more challenging.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-6\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/emotional-design\/\" class=\"ref-block__link\" title=\"Read More: The Basics of Emotional Design\" rel=\"bookmark\"><span class=\"screen-reader-text\">The Basics of Emotional Design<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/emotional-design.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-16941 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/emotional-design.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">The Basics of Emotional Design<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tHave you ever thought what makes things 'good' or 'bad'? Why do people like one thing and hate...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h3>The Role of Psychology in CRO<\/h3>\n<p>A successful CRO content writer must be well-versed in psychological writing techniques, including:<\/p>\n<ul>\n<li>\u201cYes Building,\u201d which relies on <strong>accustoming the reader to say yes<\/strong>, ultimately leading to the final affirmative.<\/li>\n<li>Leveraging the reader\u2019s <strong>emotions to build positive momentum<\/strong> towards the purchasing funnel.<\/li>\n<li>Strategic use of colors on the webpage, particularly shades that <strong>stimulate positive responses<\/strong> and enhance sales potential.<\/li>\n<\/ul>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-7\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/psychological-motivators-blog-posts\/\" class=\"ref-block__link\" title=\"Read More: Using Psychological Motivators in Blog Posts\" rel=\"bookmark\"><span class=\"screen-reader-text\">Using Psychological Motivators in Blog Posts<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/psychological-motivators-blog-posts.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-18758 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/psychological-motivators-blog-posts.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">Using Psychological Motivators in Blog Posts<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tHigh traffic, loyal readers, niche expertise, and high page rankings are just a few of the many goals...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h2>Conversion is a Team Effort<\/h2>\n<p>When used individually or in combination, these techniques are powerful sales tools. In CRO content writing, integrating these elements creates a potent strategy that <strong>converts traffic into sales<\/strong> and drives revenue for e-commerce businesses. Success requires a skilled freelance content writer collaborating closely with social media experts and the website\u2019s design team.<\/p>","protected":false},"excerpt":{"rendered":"<p>Conversion Rate Optimization (CRO) is one of the most challenging aspects of writing for e-commerce. Few writers claim expertise in CRO, often because the process involves much more than just writing. The psychological aspects of sales can be intimidating, with writing being just one small component. Among all types of writing, CRO uniquely incorporates three&hellip;<\/p>\n","protected":false},"author":130,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3408,3410],"tags":[4593],"topic":[4523],"class_list":["entry-content","is-maxi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Writing Content That Converts Readers into Customers - Hongkiat<\/title>\n<meta name=\"description\" content=\"Conversion Rate Optimization (CRO) is one of the most challenging aspects of writing for e-commerce. Few writers claim expertise in CRO, often because the\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hongkiat.com\/blog\/writing-content-that-converts\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Writing Content That Converts Readers into Customers\" \/>\n<meta property=\"og:description\" content=\"Conversion Rate Optimization (CRO) is one of the most challenging aspects of writing for e-commerce. Few writers claim expertise in CRO, often because the\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hongkiat.com\/blog\/writing-content-that-converts\/\" \/>\n<meta property=\"og:site_name\" content=\"Hongkiat\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/hongkiatcom\" \/>\n<meta property=\"article:published_time\" content=\"2014-03-25T06:01:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-03T10:13:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/assets.hongkiat.com\/uploads\/writing-content-that-converts\/index_clip_image009.gif\" \/>\n<meta name=\"author\" content=\"Scott Kuttner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:site\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Scott Kuttner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/\"},\"author\":{\"name\":\"Scott Kuttner\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#\\\/schema\\\/person\\\/7c935cbc3f9ae7955a759dac176c91b5\"},\"headline\":\"Writing Content That Converts Readers into Customers\",\"datePublished\":\"2014-03-25T06:01:56+00:00\",\"dateModified\":\"2024-09-03T10:13:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/\"},\"wordCount\":779,\"commentCount\":5,\"publisher\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/assets.hongkiat.com\\\/uploads\\\/writing-content-that-converts\\\/index_clip_image009.gif\",\"keywords\":[\"Writing Tips and Tools\"],\"articleSection\":[\"Blogging\",\"Freelance\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/\",\"url\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/\",\"name\":\"Writing Content That Converts Readers into Customers - Hongkiat\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/writing-content-that-converts\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/assets.hongkiat.com\\\/uploads\\\/writing-content-that-converts\\\/index_clip_image009.gif\",\"datePublished\":\"2014-03-25T06:01:56+00:00\",\"dateModified\":\"2024-09-03T10:13:38+00:00\",\"description\":\"Conversion Rate Optimization (CRO) is one of the most challenging aspects of writing for e-commerce. 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