Quick Tip for Improving Conversion Rate

Brian Hawkins over at  Boston SEO put out a call via HARO for best tips for SEO (Search Engine Optimization.)  While it isn’t exactly SEO, but rather the all important conversion rate, here’s mine, which can also be found as part of his post about the best SEO tip.  You can optimize for search engines all you want, but remember that you have to get conversion rate, too, for it to turn into actual sales.

And now, I blockquote myself:

Make sure to think about benefits first, features second. Benefits answer the visitors top question, “What’s in it for me?” Benefits convince the visitor he really needs this product or service in general. Features answer the visitors question, “Why should I buy this from you?” If the visitor isnt sold on the benefits, the features are largely irrelevant.

Practice recognizing the difference by listening to radio ads while driving and calling out loud what each sentence represents: benefit, feature, call to action. My clients struggle with this element of great content more than any other, but the conversion rate impact when implemented is enormous.