So, you’ve written a great piece of content for your website. Congratulations! Oh, you thought you were done? No way. Now, it’s time to optimize your online content. Luckily, we have put together a checklist of the top 50 things you can do to make your article or blog post even better. This step-by-step guide will help you improve every element of your piece of writing. We will help you attract more traffic to your content and convert more customers. You might want to bookmark this article to reference every time you write something new!
Optimize Your Headline or Title
- 1 Optimize Your Headline or Title
- 2 Optimize Your Subheads
- 3 Include a Value Proposition
- 4 Optimize Your Introduction
- 5 Optimize Your Conclusion
- 6 Include a Call-to-Action
- 7 Consider Your Tone and Voice
- 8 Include Arguments
- 9 Utilize the Weapons of Influence
- 10 Time to Optimize Your Online Content!
- 11 FAQ: How to Optimize Your Online Content
- 11.1 1. Do I need to implement all 50 optimization tips for every piece of content I create?
- 11.2 2. How do I know if my headline is optimized enough?
- 11.3 3. What’s the difference between logical and emotional arguments in content?
- 11.4 4. How many call-to-actions should I include in my content?
- 11.5 5. What are Cialdini’s weapons of influence and why are they important?
- 11.6 6. How can I make my content more conversational and engaging?
- 11.7 7. How do I create an effective value proposition for my content?
The first step is to optimize your headline or title. Do not skip this step. Your headline is the absolute most important part of any piece of writing. Why? Because if your headline doesn’t grab the reader’s attention, then they won’t read any of the rest of the article. It’s the first impression your audience is getting, so make it a good one. Here are the most important components of any headline:
1. Audience: Does your headline immediately and directly answer a question or address a need for your target audience?
2. Emotion: Does your headline verbalize or embody one particular emotion?
3. Interest: Does your headline pique your target audience’s interest in a way that will entice them into reading further?
4. Clarity: Does your headline clearly state what the rest of the article is about? Be sure to eliminate any unnecessary words.
5. Intention: Your headline needs to tell your reader exactly what they can expect from your article.
6. Momentum: Make sure your headline keeps the reader interested so they have the momentum to keep reading!
Optimize Your Subheads
The next step is to optimize your subheads. Your subheads, also called heading tags, are important for SEO and also to organize your article for your reader. Your subheads should accomplish the following goals:
7. Connection: Ideally, your subheads should drive home the point made in your headline or reinforce whatever idea you are trying to prove.
8. Qualify: Your subheads should also narrow your audience by adding qualifications.
9. Intensify: Whichever emotion your headline is designed to emit from your audience, your subheads should amplify that emotion.
10. Push: Your subhead should push the reader further into the article to answer a question or find our more information.
11. Scannable: Your subheads should be as evenly spaced as possible in order to break up your text for your reader. Avoid big chunks of text!
12. Benefits: Your subheads should work to further highlight the point of your article, and the benefits of the service or product you are selling.
Include a Value Proposition
A value proposition is what tells your potential customer why they should buy from your company, rather than the competition. Your value proposition needs to have all of the following elements:
13. Unmistakable: If I am reading your writing, I should not have to search for your value proposition. It should be unmistakably prominent within your copy.
14. Desirable: What is desirable about your company or product? Your value proposition should describe whatever that is.
15. Unique: What sets your product or company apart from the competition? What makes you different? The answer to this question should be in your value proposition.
16. Target Audience: Your value proposition should directly address the wants and needs of your target audience.
17. Clear: Your value proposition should be stated as clearly and simply as possible. You want it to be short, sweet, and most of all, memorable.
18. Quantified: Is there data to back up your claim about what makes your company or product the best, most unique, or original? Include data to back up your claim.
Optimize Your Introduction
Every piece of content needs a killer introduction. And no, we don’t mean “Webster’s Dictionary describes optimization as…” Your introduction needs to be original, to the point, and induce the reader into wanting more. Here are the three main elements you need to have in your perfect introduction:
19. Build: Your first sentence of your introduction should continue the momentum from your headline and subhead.
20. Flow: Make sure to keep your introduction smooth, simple, and easy to read. You don’t want to lose readers in your introduction.
21. Body: Does your introduction accurately summarize what will be contained in the rest of your copy?
Optimize Your Conclusion
The end of the story is just as important as the beginning and the middle, if not more so, right? The same goes for any online copy you write. Ask the following questions of yourself regarding your conclusion:
22. Climax: Does your article end on a climax that follows the tone and purpose of the rest of the text?
23. Action: Does your conclusion drive your reader to take your desired action? (See more in the “call to action” section below.)
24. Instructions: Does your conclusion offer easy and realistic instructions on how your reader can complete the call-to-action?
Include a Call-to-Action
Every piece of content you write should incite your reader to take some course of action, whether it’s to purchase your product, book your service, download more content, or something else. Your call to action, also often referred to as the CTA, is a statement that is meant to convince your reader to take your preferred action. Here are the components of every well-written call to action:
25. Singular: It is important that your text contains only one single call to action that is direct and clear. If you have more than one, it confuses your reader and leads to less follow-through.
26. Visible: Though you only have one desired action you want the reader to take, you can include the call to action multiple times on the page. Make sure it is visible and easy to see.
27. Promise: Make sure to promise your reader something within your CTA that fulfills a want or need that they have.
28. Button: Making your CTA a button that allows the reader to simply click it and complete the action makes it more likely for them to complete.
29. Next: Your CTA should tell your reader what to expect next after they click or complete the desired action.
30. Forms: If your reader will need to fill out a form, make sure it is short, sweet, and to the point. (Also, don’t forget to test the form yourself to make sure it really works!)
31. Trust: The CTA should contain a trust certificate, which will ease the anxiety of those who are nervous to convert.
32. Trial: Some companies like to include a trial period for users of their product, which also helps ease the anxieties of some consumers.
33. Guarantee: You can also include a money-back guarantee, which makes customers more likely to buy your product or service.
Consider Your Tone and Voice
Your voice sets a tone for your page. It is essentially how your writing makes your readers feel. The best writing advice out there is to simply write the way you talk. Here are some tips to help you with your voice:
34. Conversational: Keep your tone conversational. You can do so by pretending to speak to another person when you write.
35. You: Use the first person and speak directly to your audience by using the word “you” often.
36. Smooth: If anything sounds weird when you read it out loud from your writing, then delete it.
37. Straightforward: Be sure to avoid any jargon or cliches. Keep your language and word choice simple and straightforward.
Include Arguments
Any content you write should contain two different kinds of arguments. The first is logical arguments, which are aimed at changing someone’s mind, and emotional arguments, which target the reader’s heart.
38. Data: Always be sure to provide solid data like facts and statistics to back up your claims.
39. Application: If you do include data in your article, be sure to explain and apply it in relatable, human terms.
40. People: It is always a good idea to include real people or characters in your content to illustrate your points.
41. Verbiage: When your characters take action, try to use vivid verbs to describe what they are doing.
42. Story: Every piece of content should tell a story and include one overarching narrative.
43. Hero: Who is the hero of your story? The answer should be your audience.
44. Heaven vs. Hell: Your story should illustrate the way your product or service can make your audience happy (i.e. heaven) and diminish their troubles (i.e. hell.)
45. Senses: Your copy should include plenty of sensory language about what your audience is seeing, hearing, tasting, touching, and smelling.
Utilize the Weapons of Influence
Have you ever heard of Cialdini’s Weapons of Influence? These are the five tools that every marketer should use to convert leads into customers. They are:
46. Reciprocity: Your content should provide value for your audience in exchange for you getting them to read your content.
47. Consistency: Your content should consistently ask the same question of your reader.
48. Social Proof: Your text should provide evidence from other customers who are happy with your content, product, or service. This will make your reader more likely to trust you and whatever you are selling.
49. Likability: Your content should use relatable language and humor to that of your audience.
50. Scarcity: Your page should make your reader want what they don’t have, i.e., your content, product, or service.
Time to Optimize Your Online Content!
If you utilize all 50 of these tips to optimize your online content, you can be sure that your content will convert. For help creating content for your website, contact SEO Design Chicago today!
FAQ: How to Optimize Your Online Content
1. Do I need to implement all 50 optimization tips for every piece of content I create?
While all 50 tips are valuable, you don’t need to implement every single one for each piece of content. Focus on the fundamentals first: optimizing your headline, subheads, introduction, conclusion, and including a clear call-to-action. As you become more experienced, gradually incorporate the advanced techniques like Cialdini’s weapons of influence and detailed storytelling elements based on your content goals and audience needs.
2. How do I know if my headline is optimized enough?
A well-optimized headline should check all six boxes: target your specific audience, evoke emotion, spark interest, provide clarity about the content, set clear intentions, and build momentum for reading. Test your headline by asking yourself: “Would I click on this if I saw it in search results or social media?” If you can answer yes and it addresses a specific need for your target audience, you’re on the right track.
3. What’s the difference between logical and emotional arguments in content?
Logical arguments use data, facts, statistics, and evidence to convince readers through reason and rationality. Emotional arguments target feelings, desires, fears, and aspirations to connect with readers on a personal level. The most effective content combines both – use data to support your claims (logical) while incorporating storytelling, sensory language, and relatable characters to make readers feel something (emotional).
4. How many call-to-actions should I include in my content?
Stick to one primary call-to-action per piece of content to avoid confusing your readers. However, you can repeat this same CTA multiple times throughout your content – in the introduction, middle, and conclusion – as long as it’s the same desired action. Having multiple different CTAs will dilute your message and reduce conversion rates.
5. What are Cialdini’s weapons of influence and why are they important?
Cialdini’s weapons of influence are five psychological principles that increase persuasion: reciprocity (providing value first), consistency (asking the same question repeatedly), social proof (showing evidence of satisfied customers), likability (using relatable language and humor), and scarcity (creating desire for what readers don’t have). These principles tap into natural human psychology to make your content more persuasive and increase conversions.
6. How can I make my content more conversational and engaging?
Write as if you’re speaking directly to one person rather than a large audience. Use “you” frequently to address readers directly, avoid jargon and complex language, and read your content aloud – if it sounds awkward when spoken, rewrite it. Include real people and stories in your content, ask rhetorical questions, and don’t be afraid to inject personality and humor appropriate to your brand voice.
7. How do I create an effective value proposition for my content?
Your value proposition should be unmistakably clear, desirable to your target audience, unique from competitors, and quantified with data when possible. It should directly address your audience’s wants and needs while explaining why they should choose you over alternatives. Keep it short, memorable, and prominently placed in your content – readers shouldn’t have to search for it.
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