14 Techniques to Convert Readers Into Customers

First, the good news: If you are doing the work of generating blogs, articles, and newsletters to attract readers to your website, you’re already ahead of the game. Adding content to your website regularly and sending newsletters and marketing emails to subscribers is a great way to bring attention to your business.

But now it’s time to take the next step: converting those readers into customers. Here are 14 techniques to convert leads into customers.

1. Make sure your website is user-friendly

Don’t lose the race out of the starting gate. Your website does not have to be elaborate, but it should be easy to use, especially when it comes time to make a purchase. And because most people access internet content via their phones, optimize your content for mobile, too. 

2. Identify your audience

Consider this: When tasked with telling a scary story to a teenager, you wouldn’t tell the same story to a 5-year-old, would you? Not if you ever wanted that child to sleep through the night on their own. 

This is the challenge of audience, and it’s one of the first steps to converting readers to customers. Identify your target audience clearly so you know who you're actually writing for.

3. Focus on quality content

It can be daunting to face down the wall of internet search results. Scaling it requires lots of content. But the quality of the content matters, too. Simply churning out words that are poorly written (or written by AI) isn’t the way to go.

Write well and post consistently. These two tactics alone will give you a leg up.

4. Don’t ignore SEO

Contrary to what some internet tricksters would have you believe, search engine optimization (SEO) is not dead. In fact, it’s still the way that Google bots know how important (and trusted) your site is. 

If you don’t know the basics of SEO, find someone who does. They can get you started and teach you to make the most of SEO moving forward.

5. Provide a solution to a problem

Your readers have problems, and the best way to engage them is by providing a solution (or many solutions) to them. Few things are more frustrating than visiting a website and not finding the answers you want. Relieve your readers’ stress by helping them solve the problem that brought them to you in the first place.

6. Give it away

You have found the solution, now give it away. Don't give it all away, of course, but offer something your audience wants in exchange for an email address or other contact information. The most common giveaways online are free PDFs or e-books, but you can also offer discounts or trials of your services. Make sure it is something they actually want. 

7. Use what you’ve gained

As you begin to build an email list, focus on targeted email marketing. Many email services allow you to set up an automated series of emails (really the best use for AI here). Be careful not to get too spammy with your emails (either in content or frequency). Consider a series of emails, spaced five or six days apart, welcoming the reader and offering your expanded services to solve the problem you hinted at earlier.

Remember to abide by the rules for email marketing to build long-term relationships with customers, not alienate them.

8. Include a call to action (CTA) in all correspondence

What, exactly, do you want readers to do when they are on your site? You might be surprised to note that many websites, emails, and other marketing materials don't include a simple call to action, directing readers on their next steps. This could be something as simple as a button that says “click here” or “buy now,” or it might be part of a story that leads them deeper into your website. 

Marketing pros know that the longer visitors stay on your site, the more relevant your material is and the more likely they are to make a purchase. 

9. Include testimonials

These days, consumers want proof and good reviews before they make a purchase or engage a service. As your business grows, ask for reviews of your goods or services, and post them to your website. You can also include them in email marketing materials and newsletters and on social media. 

Reviews from real people build your credibility and position you as a trustworthy leader in your industry. This type of social street cred is critical for millennial and Gen Z consumers, and it’s exactly what converts readers to customers.

10. Add links

It may seem strange, but adding links to your website content actually builds your authority. It tells readers that you have a deep understanding of the topic, so much so that you are familiar with other authorities on it. Plus, remember SEO? Google loves links to high-authority sites.

Google also loves backlinks, and as your authority grows, other sites will link to you. It’s a win-win.

11. Add a chatbot

Artificial intelligence is getting a lot of press these days, and one of its best uses remains adding a customer service chatbot to your website. This simple tool can be programmed with answers to frequently asked questions. Early adopters of this technology include loan companies with a variety of services — this simple tech allowed customers to get tailored information quickly (instead of wading through a complicated bank website).

12. Follow up with retargeting

If a website visitor adds items to a cart and then leaves without purchasing, having their email address makes it easy to remind them to check out. This simple retargeting process can result in increased conversions.

13. Guarantee your work

One of the best ways to convert readers into customers for your business? Guaranteeing your product or services. Offering a 100% satisfaction, money-back guarantee means that they can purchase without worry. This is especially important for people engaging a company for services when they are not in the same area (for example, if you’re hiring movers for a long-distance move who are not local).

14. Get personal

You want to build a customer base that lasts a long time, so start with relationships. In a global economy where everything behind the screen seems faceless and not attached to an actual person, personalized experiences are valuable and can go a long way.

Featured Image by Daniel Thomas on Unsplash