Optimizing content for buyer conversion


Understanding what motivates those who visit your website to either contact you, make a reservation or a purchase is critical in today’s world were the attention span of most is growing smaller by the second. If you don’t show the potential customer immediately what they need – forget about it.

Grocery stores for years have honed down and have been utilizing the psychology of the buyer, carefully placing items from the entrance all the way to the check-out line. Music is hand-picked, bakeries are typically situated near the front door to instigate hunger, and the list goes on.

With a website, the same concept applies. To apply modern psychology or leverage buyers patterns, requires an idea of what your potential prospect is looking for. It is also like an anthropological study in understanding how they think and what motivates them to buy. Once this is all settled, then it comes down to mapping your content strategy out and implementing it.

Let’s start with the psychological process a customer goes through when they decide to make a purchase.

1.      What is the customer seeking? Ask yourself, does this person have a problem they are trying to solve? For instance, are they looking to book a vacation for their family, seeking a particular product that will help them solve a problem in their life – why are they searching for a company like yours? Many people in this stage may not even be aware they have a problem until you show them a solution – in which case they are open to suggestions.

2.       Comparing Brands and Services. After a customer has decided they definitely have a problem and are better informed as how to solve it, now they begin to compare brands and services.

3.      Purchase. Of course, once a potential buyer has narrowed down their comparisons, they are ready to make a purchase.

4.      Post Purchase Stage. Following up with a client after the purchase is made to continue offering value and service for future needs.

mapping out your content strategy online


Now that you understand the thinking, you must decide how to build out your content in ways to reach the customer within each psychological step.


1.      Awareness. As mentioned before, maybe a potential customer doesn’t even know they need your service until it is brought to their attention. To bring your brand to the attention of a potential client requires creating an awareness strategy that could include leveraging social media platforms and niche advertising to designing carefully thought out content. Content ideas include:

a.       Blog Articles that Truly Are Informative

b.      Videos

c.       Podcasts.


2.      Keeping Their Attention. Now that you have made your company visible, now you want to remain on their radar. To do this may require stepping up your game as you now have to show why the client should spend any extra time understanding your company over company B or C. In order for you to demonstrate your professionalism and value, think about these content ideas:

a.      Case Studies

b.      Product Demonstrations

c.      Webinars

d.      Testimonials

e.      Reports


3.      Weeding Out the Competition. The client has now become quite familiar with your acompany as well as another competitor they might be considering. What will help this client ‘convert’? Within this stage it has been proven that items such as these help alleviate the client’s concerns:

a.       Free Trials

b.      How-To-Videos

c.      Tutorials

d.      Consultations


4.      Post Purchase Stage – After a potential client does become a client, you obviously want to keep them engaged and interested in your company for further or ongoing business. Content ideas within this stage are:

a.      Newsletters

b.      Triggered

c.      Sequenced Emails

d.      Videos

e.      Blog posts


Laying out a content plan and following the above processes will not only attract more clients to your website who make a purchase but will also improve your ratings in search engines. Remember to get into the mind of your customer first, imagine what they are seeking or fear and layout a process to mitigate and assist this potential client and you are set.