Construction Marketing

5 Pieces of Content and Why it Converted

The never-ending stream of content that fills your website will sometimes seem frustrating or even pointless. But that doesn’t mean that it’s going to waste. There are quite a few different things…

Estimated Read Time:  9 minutes


landing pages with clear calls to action

The never-ending stream of content that fills your website will sometimes seem frustrating or even pointless. But that doesn’t mean that it’s going to waste. There are quite a few different things that you can do to help your content strategy become more successful and, in turn, help you get more leads.

In this blog post, we’re breaking down 5 different pieces of content and the strategies we’ve used to ensure that it converted. Each piece of content that we’re analyzing has converted to leads and has substantial traffic weekly and monthly. Do remember that content writing always takes time. Nothing works overnight, and sometimes content will take months before it starts to rank within different search engines. But don’t let that discourage you.

creating content that converts

What is a Conversion?

Before we jump too far into all of this conversion-based copywriting strategy, let’s define what a conversion is and what it means for your business. As a definition, conversion marketing is when you’re marketing to specifically cause someone to either change their mind or change their stance on a product or service.

In most cases, when we’re seeking to increase conversions for our clients here at Hook, we’re looking for more leads. Those leads are going to almost always come through a form or phone call. We call it a conversion when the person calling or filling out the form comes from an organic web search through a search engine like Google.

If the person is directly typing in the website to find the form or number, then it’s not a conversion because they already knew what they were looking for. But if they’re finding the content through organic search, we need to convince them that our services are best, and they should choose to work with us!

Here’s how we try to do that.

How to Write Conversion Oriented Content

You can’t only write blog posts and landing pages as conversion-oriented content. You’ll need to ensure that the content throughout the whole of your website is conversion-oriented. Whether a potential lead comes from Google or not, they may feel the need to view a few different pages before they decide that you’re the company that they want to work with. Here are some general tips for ensuring your entire website is written to generate leads.

To start, let’s talk about what you need to ensure that the content is optimized to convert. The content throughout your website should avoid these three mistakes:

  • It focuses on you – and not the customer.
  • It doesn’t make anyone WANT it bad enough.
  • The language is “fluffy” and not specific.

Copywriting for conversions is exactly the same as writing for lead generation. At the end of the day, a conversion will turn into a lead, and in a perfect world, that lead will turn into business sold when properly nurtured.

But when people visit your website, it’s essential that they know why they NEED your product and can’t live another day of their life without it. To do that, you’ll need to follow these rules from Tim Brown’s post on Lead Generation Copywriting.

  1. Be YOU focused and show the customer why they need something.
  2. Create urgency or scarcity. “This won’t always be available”
  3. Make sure your language lines up with other similar or same niche businesses.
  4. Always offer value. Educate your website visitors.
  5. Cut out all the filter words and fluff. Make things direct.
  6. Offer social proof. “Join over 50 people who are already using our services”
  7. Focus on the first sentence and make it sell the second sentence.

These are just seven of some of the best tips on copywriting out there. Put your website through this filter, and you’ll see how much more value you’re offering to your readers.

We’ll go into more detail about how to write conversion-oriented copy along with examples below.

How to Design Conversion Oriented Websites

Writing great copy is just a step in the process of your content marketing strategy. There’s still the element of design that needs to be considered before you decide to jump ahead and expect great results.

When it comes to getting more conversions from your website, there are a number of practices to use. Many of them tie into the same practices that we use for copywriting but instead are oriented towards design.

  • Include contact information such as phone number and email address
  • Use forms on every page – a place for potential customers to submit their information
  • And photos and testimonials for greater credibility
  • Trust factors throughout as much of the website as you can

Ultimately the formula for a successful website will change depending on your industry and what you’re wanting your customers to commit to. You’ll need to test different formulas and tactics to get the best possible results for your website and for your conversions.

Landing Pages – What Makes them Convert to Leads

Last up for our “places” that potential customers will go and have the opportunity to convert is landing pages. Landing pages, whether location or service-based, should be designed in a simple and effective way that helps lead people to what they need. Here’s an example of what a landing page title might be: “Minneapolis Roofing Services” or “Commercial Roofing and Siding Services.”

The goal is to write simple but still relevant content that will lead you to the best solution to their problem. If they need a new roof and they search for “Minneapolis Roofing Services,” not only do you want to be one of the options in the search results, but you’ll also want to write your content in a way that makes them want to choose you for the work the customer needs done.

In order to be successful in this endeavor, you’ll need to use all of your creative and persuasive copywriting skills. 

Blog Posts with Infographics

First on our list is a blog post by Sun Badger Solar. One of the big things you’ll notice if you look through this piece of content is the large infographic. Infographics are the best of both worlds because they offer both information through the use of copy and great design to illustrate the written words.

Infographics also offer a level of professionalism on a blog because readers are able to see that the blog’s curated cared enough to do more than just write the content. We wanted to link this post and infographic up as a great example of content that converts to leads.

Landing Pages with Clear Call’s to Action

landing pages with clear calls to action

As you can clearly see, this landing page has been designed with the end reader in mind. Trust factors are used right at the top of the form as well as a map that offers a good visual for the reader to see where the areas of service are. The copywriting through this page is great but it’s also very simple, to the point, and persuasive. A great landing page is clear on the action you want the reader to take and offers the form at the top and bottom of the page. 

Clearly Defined Blog Posts that Match Intent

clearly written content

This blog post, written by a sustainable home builder in the greater Minneapolis area does a perfect job of both matching intent of the searcher as well as clearly defining the points used throughout. One thing that’s always important in getting your content to convert is ensuring that it’s answering the questions that readers have. If you fail to answer their questions then they have no reason to consider you an expert or the person they should be talking to.

The blog post here does a great job of not only answering questions but only providing the reader with pictures and concepts that help them to expand their knowledge on the subject. Find the post here for further reading and inspiration.

Blog Posts that Go Above and Beyond

If you want potential customers and website visitors to trust that you know what you’re talking about, you need to go above and beyond. Take the time to properly explain the topic’s that they’re looking for. In this example, First American Roofing & Siding does an excellent job of breaking down the reader’s question. Roofing materials is the keyword, and anyone who finds this post – 14 ROOFING MATERIALS EVERY HOMEOWNER SHOULD KNOW ABOUT is going to be excited to know that they just found a trustworthy source not only for their information on roofing materials but also as a contractor that they want to work with in the future.

blog posts that go above and beyond

Landing Pages Fit Your Services Perfectly

Looking for a barcode inventory scanner? That’s what searchers are looking for, and because the writer on this landing page did such a great job of simply matching the service that was offered, this company is able to get leads from these pages. Sometimes as a copywriter, it can be easy to overthink how you’ll write something when all you need to do is clearly and concisely offer what your audience is already looking for.

landing pages that fit services


I hope you’ve enjoyed this article and that you leave here fired up and ready to bring your best content to life. There’s a lot that goes into becoming a skilled writer and especially one that is able to write copy that gets more leads.

But, with a little work and some time spent trying different strategies, you’ll be able to find your stride soon enough.

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