Karen C. Wilson | Marketing & Communications | Ottawa, Canada

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3 important questions your content needs to answer

If you’re creating content without thinking about how it will lead readers to become customers, you’re doing yourself and your company a disservice. 

You need to approach all of your content, particularly your sales pages, thinking about how what you’re writing is not only going to serve the reader, but also plant the seed that working with you or purchasing your product is potentially their next step.

If you aren’t a copywriter, it can seem daunting to add yet another consideration to your content. But conversion rates are one of the most important metrics for ensuring that your company experiences long-term success. 

Good content is about more than simply being well-written. It’s about providing your readers with the answers to the questions they’re searching for. 

When you can do this, readers are much more likely to convert into customers because they’ve already received value from you. 

Your content needs to answer 3 critical questions for your readers:

  • Why should I care?

  • So what?

  • What's in it for me?

If these questions aren’t answered the reader isn’t likely to buy. Customers purchase to solve problems, and if there is any question as to how your product or service will fulfill their needs or provide a solution for them, they’re going to leave the page. 

Instead, your content about your services or products should answer these questions.

Focus on making your content as customer-centric as possible. Speak to the pain points and frustrations your audience is currently experiencing, as well as the potential transformation waiting for them on the other side of your offer. 

“Remember, in marketing a business, it's our job to connect people who have a problem with the right solution for their situation.”

Speak directly to what your audience is dealing with: 

  • Why did they land on your page? What were they searching for answers to?

  • What keeps them up at night? 

  • What change do they desire? 

Your customers need to be at the forefront of your content. It’s not about you! It’s about how you can serve them. 

Below are a few key pieces you need to include in your content to write effective copy. For even more on this, be sure to download my Sales Page Essentials guide and template

This approach should easily answer each of those critical questions we discussed (Why should I care? So what? What's in it for me?), so readers walk away with a clear understanding of whether or not your offer makes sense for them. 

A clear “yes” or “no” is much better than having confused readers sitting on the fence of indecision.

Key structural elements you need to write effective copy

Heading (and optional subheading) 

You have very little time to convince people that your content is going to answer the questions they have. 

Readers will oftentimes make this decision based on the headline alone, so your goal is to ensure that they read your heading (and possibly your subheading if you decide to have one) and that it’s convincing enough to encourage them to scroll. 

Note that this isn’t a time or place for click-bait. It’s about using your audience’s language, and specific keywords, to give the reader a clear and concise understanding of what the page is about. 

Identify the problem, and your solution, keeping the customer in mind (what’s in it for them?)

When you can clearly recognize the issues that your readers are coming to you with, and how you can help ease their pain or frustration, you can more clearly speak to your audience in a way that will resonate with them. 

How is your content supporting your readers in their pain points? You need to ensure your content is valuable. This means researching what your target audience wants to learn, recognizing (and filling) any content gaps your website might have, using storytelling to engage potential customers and cut through the noise, and focusing on quality – both in terms of how your content is being delivered, and the information itself.  

When you’ve done your best to answer the questions your content was meant to answer, if it’s relevant you can begin to transition into your offer. 

Ensure you take time to empathize with your readers, using their words and letting them know you actually understand what they’re going through. 

From this place of rapport and understanding you can start to paint the picture of what your solution to their pain points looks like, how it solves the problem you’ve identified, and why it’s better than alternatives. 

Provide a compelling CTA

A CTA (call-to-action) is an important element of any piece of content. Customers are looking for their next step, and if you don’t provide it for them they’ll likely go elsewhere. 

Provide a clear and concise action for readers to take. Ensure this CTA is the same throughout the entire piece of content, whether it’s having them make a purchase, download something, or book a consultation call. 

This CTA should be relevant to your customer journey, making it an easy “yes.”

Throughout your content, use persuasive writing and relevant language to let people know that this call-to-action is the right next step for them. 

Your next step 

In addition to using these elements in your regular content, they’re also needed on your sales pages if you’re looking for more direct conversions on a particular product or service. 

To support those of you who aren’t copywriters, I’ve compiled my approach to building sales pages in a way that answers consumer questions clearly, and guides them to make a purchase. 

Download your guide here, along with my free template to begin building your sales page out, and a video tutorial so there’s no questioning how to execute it.