Much has been said about relevancy and keywords optimization of website content to get guaranteed top 20 search engine ranking. However, one very important aspect of content that translates to high conversion rate is its tone. Tone is the language in which your content will speak to the customers’ mind. It will be decisive of what feelings, good or bad, does your website content evoke in customers’ mind.
Traditionally, various advertising media have used their content to evoke strong emotions in the minds of target audience so that they are compelled to buy the advertised products. Several marketers’ researches have revealed that most of the people make buying decision when they are emotionally moved. So, even if your SEO gives top 20 search engine ranking, it would not work unless it touches the emotions of the readers.
Here it is important to understand that Internet does not work like traditional media. A particular message that works in favor of a particular product on TV, might not do well even with top 20 search engine ranking on the internet. This is because the buying patterns and methods are very different when the customers buy online. For example, if you are selling a toy on television your focus will be more on enticing the child and making him/ her wow your product. Whereas, when you are selling on the internet, the focus for selling the same toy would be on the parent. The logic is simple. A child does not have a credit card to buy on the internet so it will be an adult who is going to buy the product. Therefore the USPs you’ll have o focus upon will be: Safety, educational value, aesthetics etc.
There are many marketers who bask in the glory of their top 20 search engine ranking and maintain that the adults don’t get moved by emotions to buy products. Surely, these marketers soon fade out from the market. The reality is infact opposite. Emotions work wonder on your conversion rate.
This is one reason why website owners spend money on aesthetics of their website. Animations, right king of images and of course compelling copies create a persona around your market offering. Lifestyle graphics work really well with both online as well as offline customers. A picture that depicts good and happy living after using a particular product will lead to higher conversion rate. Your top 20 search engine ranking can assure you higher website traffic but it is these graphics and emotionally convincing copy that entices them into making a purchase.
When you are preparing web pages from this perspective and not just to fetch guaranteed top 20 search engine ranking then it is important that you draft your copies in such a way that they are not hard sells but spill out the product benefits and value or money. Many people make spontaneous buying decisions they do not like the product to “be sold” to them. So, do not make loud advertisement copies but subtly promoting informative and descriptive copies.
Music can also be a highly contributing website content when you want your customers to make definitive buying decisions. Adding a touch of humor (not always) also sells well. Though evoking religious sentiments can be a very sensitive issue but if you are sure you can get it right, there is nothing like it for a compelling copy. Your top 20 search engine ranking will be a money spinning success with emotional content assisting it. A tastefully done emotional content has more that powerful impact on the target audience.
|
