Strategies to Improve Your Content Marketing Conversion Rate

Feb 2016

You developed a great content marketing strategy and meticulously built out your content calendar resulting in lots of eyes on your website.

That’s fantastic!

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However, you may be noticing that your conversion rates are low which is causing some panic in your marketing department. This is one of the most frustrating challenges facing content marketers.

There are many reasons consumers may not be taking the desirable actions that result in conversion. Often, all it takes is some simple recalibration on the part of your marketing team to get conversions going.

Here are some tips to increase your conversion rates.

Change your call to action

Most content marketers use a call to action as part of their strategy because of the obvious nature of the technique. A good CTA may have a substantial effect on the number of leads generated from your website.

However, there are calls to action such as “click here” or “sign up” that are so commonplace they may be hurting your efforts. Consider using more creative and original language to speak to your consumers. Be bold with this.

Focus your call to action on the value a consumer will receive rather than the action you want them to take. For example, saying, “get your free analysis” is more effective than saying, “click here” because it focuses on what the consumer will gain, not the action it will require.

Consumers are more likely to take action if they perceive what they see as new or original, believe they will get something out of taking action.

Optimize your website for mobile

Mobile Internet searches have surpassed searches on laptop or desktop computers, says Google. This news may startle some, but it should be top of mind information for content marketers.

It is estimated that around half of your website visitors will access your site from a mobile device. This makes it critical that your website and the subsequent conversion process are optimized for mobile consumers. How critical? Consider that Amazon found that if its website took one second longer to load, it would cost $1.6 billion in annual sales.

The longer it takes consumers to get to their desired outcome from your site, the more likely they are to leave the site altogether resulting in a lower conversion rate.

If you are using a fresh, personal, call to action and your website is optimized for mobile search, you are set up for successful conversions. These slight modifications to your marketing strategy can make a big difference.

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