In recent days we have noticed a frustrating trend: increased traffic = decreased conversions.

Obviously a rise in traffic is happy news, and this is something we very much like to see. However, low conversions indicate there’s a weakness somewhere. Often this is due to a disconnect between visitors and site content.

In our experience, this high traffic-low conversion problem generally comes down to unfocused or under targeted content. SEO can be great for getting traffic to your site, but conversion is about more than a few scattered keywords.

In the old days, the goal was just to get as many people as possible to visit your site. Nowadays however, the goals need to be different. Websites need to be focused.

Most businesses aren’t interested in high traffic alone. The idea is for traffic to convert into customers. If it never converts, what’s the point? It’s like bad evangelism. You don’t want people turning away because you haven’t preached your company’s message well enough or to the right people.

If you’re seeing a high traffic-low convert trend in your site, here are a few tips to help optimise your content and turn that traffic into targeted traffic and higher conversions:

1. Know who you’re target audience is: This can sometimes be as simple as figuring out what you want as a company. A quick example: more rentals or more sales? If you’re content is targeting rentals but you really want sales, then your content isn’t optimised for your specific needs and goals.

You may find you have different niche markets and are only targeting one and losing the other because your site doesn’t cater to them. This could be solved simply by providing targeted content and niche landing pages for different customer groups. But you have to do your research and identify these unique personas or groups before you can target them.

Inverted Pyramid2. Put key content at the top: We need to remember that most people who use the internet have what I like to call media-induced ADD. Put simply, we don’t stay still for long. A culture of instant gratification and high speed internet, constant adverts and the like have made us impatient. As a result, we move on very quickly if we don’t find or can’t find what we’re looking for.

When it comes to content, using the old inverted pyramid newspaper format can come in handy. Don’t save your best content for the bottom half of your paragraph. Stack it on top! This helps Google, and your audience, know what your page is all about very quickly.

3. Watch the tone of voice: This might sound simple, but it’s very important to keep in mind – if your targeting people over 50, make sure you don’t sound like you’re talking to a 16 year old. And equally, a website for kids shouldn’t sound like it’s for their parents.

Focusing your content is one of the best ways to increase conversions and more targeted traffic to your site.

If you’re interested in having some targeted content written for your site, please get in touch as we’d be very happy to write for you or help you come up with a content strategy!

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