5 Reasons Why Your Content Isn’t Converting

Are you spending hours on designing and writing content and your content conversion rates are not what you expected? Can you not figure out what is the reason behind that?

If you’ve ever experienced that, you probably know how annoying it might be. You know how important content marketing is for the business’ success. You’re trying to figure out what the issue is but you can’t find the source of the problem.

Well, fear not, here we’re going to break down five reasons why your content might not be converting in the way you thought it would. It could be well-written, informative, and written with white-hat SEO techniques in mind but if you’re neglecting the following five reasons your content won’t convert casual readers into customers or leads.

If you’d like to learn more about content marketing and how our team works then get in touch with Embryo today. Call us on 0161 327 2635 or email [email protected], alternatively, hit the contact button below.

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So, Why Is Your Content Not Working?

1. Your CTA Is Not Clear Enough

No CTA = No action

CTAs are where the magic happens when it comes to crafting content that converts. However, if your CTAs are not placed in a meaningful and contextual manner, they will be ineffective. Using context effectively can significantly increase your CTA conversion rates (by up to 25%).

Although it would seem like a great idea to encourage your target audience to take a variety of actions, this can be confusing and overwhelming for them. Therefore, it is preferable to focus solely on one powerful primary CTA and leverage it.

In the case of certain content, the goal might be to follow a link, initiate a call, or buy something; in the case of other pieces, the goal might simply be to learn more, read another article, or become more familiar with your brand, much like in a drip marketing plan.

Finally, make sure you give readers clear instructions on what they are clicking or signing up for. Additionally, refrain from using the passive voice in your CTAs (e.g., “Let us know,” “If you wish”). Instead, use verbs like “Read now,” “Click here,” and other commands to get people to act.

Wondering where to put your CTA? Read our other guide to learn more!

2. Your Writing Is Not Appropriate for Your Target Audience

60-70 % of content that’s being created, is never used. That’s because it doesn’t meet the consumer’s needs and does not relate to your buying process.

Is it ever frustrating for you to see that your content is not receiving the response you’d like? The reason might be you are using marketing jargon and your target audience does not understand what you are trying to communicate. Certain terms are being used within a marketing industry that your audience won’t be familiar with.

As a content writer, you have to make sure the way you communicate to your audience is clear for them and that you meet the consumer’s needs, rather than focusing on you and your team. If you’re struggling to identify who your target audience is, have a look at our ideas on how to do that.

It may seem very obvious to say, but while creating content, it’s quite easy to forget who you are writing for. Your message (and value!) will be lost if your article isn’t obvious to your target audience and if your answer to their pain issues isn’t understood enough.

3. You’re Not Benefit-Oriented

For your content to convert, you have to make sure your content is benefit-focused. There are plenty of content teams that put a lot of emphasis on highlighting a service or product’s features but neglect to discuss how consumers will benefit from them. Your content strategy may be ineffective if it doesn’t convey the advantages of a service or product.

You’ve got a very limited amount of time to persuade your audience to buy from you before you lose the audience’s attention.

If you don’t focus enough on explaining to consumers the benefits of purchasing your product and how it will meet their needs, your content will commonly not convert. 

Talk about how your product will change the customer’s life, rather than just writing about what your product or service does.

By communicating to your audience the advantages of your product, you show your consumers why they should buy from you and not anyone else. This is a crucial element of how your content marketing strategy should look like.

4. The Formatting Is Not Reader-Friendly

There is nothing worse than reading a long, unformatted block of text. If I came across a blog post that isn’t formatted properly and doesn’t break up, I would probably press the back button right away.

Think about this: you’ve found an ideal perspective and they’re ready for conversion but your text colour is too light and unreadable, the font you have chosen is way too small and there is no space between the headings. Here is what’s gonna happen – your reader decides not to bother reading and ends up pressing the back button.

There are ways that can make your piece of content more readable and attractive to a reader. The following options will help you break out the article and make it easier to understand:

  • Subheadings
  • Bullet points
  • Images
  • Bolding
  • Spacers

Would you like to find out more about how to make your blog post more attractive to the audience? Have a look at our guide on how to write content that your readers will love.

5. Your Blog Posts Aren’t Ranking Well Enough on Google

What if your article represents top-quality content, meets all the criteria mentioned above, and still doesn’t convert? You notice your organic search results are way below what you would expect. This is a very frequent problem among low-authority, new websites.

And that’s when SEO comes in. Different methods will help your website rank higher on Google:

  • Optimise your article – make sure the content you created is relevant to your target audience and that you include all information your reader needs. You can have a look at Google’s “People also ask” in search results to find out what the audience wants to know about a specific topic. Learn more about content optimisation here.
  • Create backlinks – backlinks are a great way to drive traffic to your article. Make sure you hit your target audience rather than random people. Promote your content on high-authority websites that people trust.
  • Check your technical SEO – ensure the pictures you used are compressed and test your article’s loading speed. You can also have a look at reports on Google Search Console for more insights.

Now that you already know what might be causing your low conversion rate, go back to your content and try to identify any potential issues mentioned above. Marketing is very much about experimenting. Try to apply some of the ideas and observe the results. Make sure you are customer-focused and that you tell your audience why they need your product. If you are patient enough, you will soon be able to see an increase in your conversions.

Every time you experience any issues related to conversions, come back to this guide to find the right direction to resolving the problems you may have.

Do you need help with taking your content strategy to the next level? Here at Embryo, we have a highly skilled team of writers that can ensure each blog is written to perfection. Get in touch with us today to see what we can do for your business!

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