Diving deep into the world of website flipping I’ve learned that improving low-quality content is like finding a hidden treasure chest.
Sites with subpar content are abundant and they offer a fantastic opportunity for growth.
Even a slight tweak in content can significantly boost conversions leading to a much higher selling price down the road.
I’ve dedicated years to honing my skills as a copywriter and SEO specialist and I can tell you firsthand that content is the backbone of any successful website.
I’ll dissect the most common content mistakes I encounter and show you how to turn them into profitable improvements.
It’s not about being a grammar police but about creating content that truly resonates with readers and drives results.
The Power of a Compelling Intro: Hooking the Reader From the Start
The introduction is the most crucial part of any article.
It’s your chance to capture the reader’s attention and convince them to invest their time in your content.
A compelling introduction is like a strong hook that reels in the reader.
Sadly a significant number of writers even from reputable publications miss the mark.
Imagine you’re searching for “how to increase Amazon sales.” Do you really need an introduction explaining that Amazon is the leading e-commerce platform? No! It’s like telling someone who wants to know how to bake a cake that eggs are used in baking.
The key is to understand your target audience and their needs.
They’ve already made the decision to learn about a specific topic so don’t waste their time with unnecessary background information.
Instead jump right into the heart of the matter.
The Trust Factor: Your Authority on the Topic
When someone searches for the “best Shopify invoice apps” they’re looking for an expert’s opinion not a basic explanation of what invoice apps are.
They want to know why you as the author are the most trusted source for this information.
So how do you establish trust in your intro? By highlighting your expertise.
Don’t be shy about showcasing your experience in the field.
For example you might say “As an experienced Shopify developer I’ve tested and evaluated countless invoice apps…” This instantly establishes you as an authority and increases the reader’s confidence in your recommendations.
Real-World Example: The Power of Trust
I remember working with a UK-based client who was struggling to attract buyers to his niche site.
His intro was filled with unnecessary explanations.
After rewriting it to focus on trust the results were phenomenal.
Engagement metrics like time on page and clicks soared and sales increased dramatically.
It was a clear demonstration of how a simple tweak could make a world of difference.
Breaking Free from the “Sir David Attenborough Syndrome”
Imagine reading an article about email marketing and finding phrases like “the intricate ecosystem of email marketing” or “the burgeoning landscape of email marketing automation.” It’s like watching a nature documentary narrated by Sir David Attenborough – informative but far too formal for the average reader.
Finding the Right Tone: Casual vs. Professional
The tone of your content should be congruent with your target audience and topic.
While some topics call for a more professional tone most online content benefits from a casual and conversational approach.
Journalism vs. Web Copywriting
Many web writers fall into the trap of trying to emulate journalistic writing.
But remember web copywriting is a different beast.
It’s about engaging your audience making them feel connected to the topic and ultimately encouraging them to take action.
Think about how real experts talk about their niche.
Watch YouTube videos listen to podcasts and see how they communicate with their audience.
They’re passionate engaging and authentic.
They don’t use jargon or overly formal language.
They speak in a way that resonates with the everyday reader.
Eliminating the “Fulcrum of a Thriving Ecosystem”
When evaluating content ask yourself: does this content sound like a real person having a real conversation about this topic or does it sound like a web writer trying too hard to be professional? If it’s the latter it’s a clear sign that the tone needs to be adjusted.
Tips for Writing More Casually
- Use common words and phrases: Avoid overly formal language and jargon.
- Keep sentences short and direct: Don’t create complex sentences that are hard to follow.
- Incorporate contractions and slang: This adds a conversational touch and makes the content more engaging.
- Embrace a bit of personality: Let your own voice shine through.
The Walls of Text: A Turn-Off for Readers
No one likes to wade through an endless wall of text.
It’s visually overwhelming and makes reading feel like a chore.
Break Up the Content:
- Short paragraphs: Keep your paragraphs concise and focused on a single idea. Don’t be afraid to use single-sentence paragraphs for emphasis.
- White space: Use plenty of white space to break up the text and make it easier to read.
- Visual cues: Incorporate headings subheadings and bullet points to help guide the reader through the content.
The Power of Formatting:
Remember that sentence length is also crucial.
Long convoluted sentences with excessive punctuation are difficult to digest.
Break them up into shorter more manageable sentences.
Don’t be afraid to use conjunctions to connect ideas and create a smooth flow.
The Value Test: Providing Content That Matters
Content shouldn’t just be a collection of facts and figures.
It should provide genuine value to the reader offering practical advice insights and solutions.
Evaluate for Value:
- Practicality: Ask yourself “Does this content give me information that I can actually use?” Can the reader implement the advice in their daily life?
- Depth: Is the content shallow and surface-level or does it provide a deeper understanding of the topic?
- Benefits: Does the content explain WHY the information is important and HOW it can benefit the reader?
Going Beyond the Basics:
It’s not enough to simply state facts.
You need to explain why those facts matter and how they can be applied in a real-world scenario.
For example if you’re writing about cleaning hiking boots don’t just list the steps.
Explain why each step is important and what happens if it’s not done correctly.
Real-World Examples: Spotting Value Deficits
I’ve seen countless articles that fail the value test.
They offer generic advice repeat common knowledge or simply don’t provide actionable steps.
These articles are like empty vessels offering no substance or substance to the reader.
The Power of Practical Advice:
Content should be a guide not a lecture.
Readers want to know how to apply the information not just hear a bunch of facts.
Use real-world examples case studies and practical tips to show how the information can be used in everyday life.
Beyond Informative: Crafting Sales Copy That Convinces
When it comes to product reviews it’s not enough to be informative; you need to be persuasive.
Remember people browsing product reviews are in “buy-now” mode.
They’re looking for compelling reasons to make a purchase.
Creating Sales Copy That Sells:
- Highlight Benefits: Don’t just list features; focus on the benefits that those features provide.
- Use Emotion: Appeal to the reader’s emotions such as fear trust or desire. For example you might say “Don’t risk ruining your hiking boots with improper cleaning!”
- Emphasize Value: Clearly explain why the product is worth the investment.
Avoiding the “Obituary Review”:
Imagine reading a product review that reads like a death notice listing specs and features in a dry and uninspiring way.
That’s the dreaded “obituary review” – it’s bland boring and unlikely to convince anyone to buy.
The Power of Persuasive Writing:
Sales copy is an art form.
It’s about crafting words that resonate with the reader evoke emotions and ultimately inspire them to take action.
It’s not about being pushy or manipulative; it’s about presenting the product in a way that highlights its true value.
Content is Not a Commodity: Invest in Quality
I can’t emphasize this enough: content is NOT a commodity to be mass-produced and sold to the lowest bidder.
It’s a powerful tool for engaging your audience ranking high in search results and converting traffic into buyers.
Don’t Underestimate the Power of Good Content:
Even minor improvements to existing content can lead to significant increases in engagement conversions and ultimately sales.
Don’t settle for mediocre content.
Invest in high-quality writing that truly resonates with your audience.
The Takeaway: Focus on Content Quality
When evaluating a website don’t just look at traffic numbers.
Pay close attention to the quality of the content.
If you find content that suffers from the common mistakes I’ve outlined it’s an opportunity for improvement.
From Mistakes to Profits:
By understanding these common content mistakes and implementing the strategies I’ve shared you can unlock the true potential of any website.
Remember content is the heart and soul of any online business.
Invest in it and you’ll reap the rewards.