Informative Content vs. Sales Copy: Which One Converts Better?

Online prose typically falls into two realms: informative content or sales copy.   Which type of composition translates into the best conversion rates?  Does snazzy sales copy win more dollars than humble, informative content with infused soft sells?

Copy and Content: Attached at the Hip

The truth is that both types of content play an important role in your online success.  Informative content brings visitors to your door and builds their trust in your website, while sales copy compels them to open their pocketbooks.   Just like flour needs yeast to rise, sales copy needs informative content to help close the sale – and help your profits rise.

Most Powerful Types of Informative Content

While there are many ways to approach SEO content writing, providing valuable information to the reader is the most powerful strategy.  Not only will valuable content prompt a visitor to read more and stay longer on your website, but it will also build their trust in your expertise and knowledge.  With that said, there are several ways you can present valuable information, including:

• Lists – Internet users are notorious for their ADD attention spans.  Ask your SEO content writer to compose lists and bullet points, creating content that is easy to peruse and digest, rather than lengthy articles with large blocks of text.  Garden supply companies could publish “The 10 Peskiest Rose Bush Predators,” while financial advisors could commission their SEO content writer to compose, “5 Mistakes to Avoid Making with Your IRA.”
• How to Guides – There’s a reason eHow.com has a PageRank of 8 and an Alexa score of 145: people love how to guides.  Commission your SEO content writer to pen how to guides that will provide helpful advice to readers.  Real estate agents can publish “How to Select a Trustworthy Inspector,” while jewellery websites help visitors with “How to Choose a Quality Emerald” guide.  Regardless of your industry, there are many how to guides waiting in the wings.
• Reports – Reports are the perfect vehicle for expounding upon a more complicated topic, such as financial planning or stock investing.  Giving away a free report on your website is a smart way to solidify trust with visitors, as well as cement your authority in the industry.

Publishing helpful, informative content lures visitors to your website, as well as initiates the first course of dialogue between a potential customer and your business.  The more value you can give to your readers through content, the more likely they will convert into customers.