What is Conversion Content?
Jun 12th, 2007 by Jennifer LeClaire
It’s been said that content is king, but in a maturing Web world not just any content will do. Search engines are clogged with blog entries and copywriting that is Search Engine Optimized beyond coherence. Different from keyword density (the ratio of the number of occurrences an individual keyword to the total number of words on a page) the concept of Conversion Content describes the actual content of copywriting, video scripts, PowerPoint presentations and various forms of rich media that encourage a visitor to take the desired call to action.
Conversion Content, then, is not merely about drawing traffic to your Web site. It’s not merely about telling the visitor what to do when he gets there with a clear call to action. No, Conversion Content includes the meat of multi-media elements that accurately depict clear user benefits, communicate answers to unasked questions that could lead to consumer objections and, in doing so, compels them to respond to your offer.
Web analytics is obviously a key factor in optimizing content. We’ll talk a little more about this in a future post.
