Writing for conversion, much? You write a great post, share it with the world, generate endless streams of traffic and convert truckloads of guests into paying customers. Rinse and repeat to get the same result with every single post. Right? Wrong!
Sadly, an alarming number of content creators believe writing for conversion is the golden ticket needed to unlock the treasure chest of viral traffic and unlimited revenue. Those who dive into writing for conversion seeking those results end up discouraged and disappointed. However, some feel perhaps this year will be the year this approach works for them. Below are several reasons why that will never be the case:
Conversion Writing Leads to Clickbait Headlines
“All the customer needs to do is click your link.” Inexperienced content marketers and creators may focus on getting as many views as possible – regardless of the shady tactics needed to achieve that goal. When you focus too much on writing for conversion instead of engagement, you will fall into this trap and develop a reputation for creating clickbait.
Consumers hate clickbait. Pay attention to poor analytics associated with clickbait headlines and articles or the negative tone of consumer feedback and comments to see it for yourself. More importantly, search engines hate clickbait and will penalize your online presence by trying to pollute the virtual environment with it. Focus on writing quality content that educates, engages and entertains your target customer. The conversions will come organically with no strings attached!
It Paves a Clear Path for Keyword Stuffing
Another reason why writing for conversion will never work is the inevitable detour that leads to keyword stuffing. When you are focused on writing for conversion, you are excessively focused on grabbing Google’s attention with a hope of making it to the front page. This means you are more likely to stuff your content with core keywords and links. As referenced above, this will only get you on Google’s bad side and cause your content (and overall online presence) to suffer.
It Replaces Real Voices and Authenticity with Robots
When you call a customer service department with a concern or complaint, would you rather listen to a representative or a robot? Chances are that your answer to that question was “representative,” because the last thing you want to hear is a recorded robot voice – especially when pouring out your heart and expecting a heartfelt response.
The same principle applies to your content. Your target audience does not want to communicate with a robot – they want to engage with a real person. Writing for conversion essentially programs the structure of your content the same way a scientist structures a robot. It robs your content of the authenticity that comes from high-quality expressions and insight.
There’s No Way to Reach the Top at Rock Bottom
As referenced earlier, writing for conversion will not help your search engine optimization at all. If Google penalizes your content for keyword stuffing, clickbait headlines or any controversial “black hat” practices, your work will basically drop to the bottom of search engine results – if it is listed at all. With healthy SEO practices and quality content, you can progressively work your way from rock bottom towards the top, but this is not a leap you can make if you are stuck there.
Writing for conversion will essentially place you on a hamster wheel of failure. You may spend a considerable amount of time and effort assuming your content is moving forward. However, like many of the other content creators who have tried and failed in the past, you will eventually see that you are just trapped in a cycle that leads nowhere.
Engagement is Everything in the Digital Age
When you write for conversion, you concentrate on forcing your customers to the checkout page as quickly as possible. You ignore the opportunity to engage them, build rapport and establish yourself as a trustworthy expert who has their best interests at heart.
Think about it from a customer’s perspective – perhaps during a trip to a brick-and-mortar store. If the employee met you at the door, threw products in your shopping cart and forcefully escorted you to the checkout line, what are the chances of you going back to that store in the future?
The digital age has provided you with a virtual environment instead of a brick-and-mortar storefront. However, the principles of customer service and satisfaction remain the same. You must be able to engage your target audience with a high-quality customer experience – a task that you cannot accomplish simply by writing for conversion. Regardless of what may change in the future within the digital age, this core principle never will.