Creating Content that Converts Customers

Creating Web Content that Converts Customers

Do you want more customers? Do you want them to be excited to pay your prices? 

Not seeing the results from content marketing you were promised? 

Creating content isn't enough. You need to create content that converts customers.


Creating Content that Converts Customers

Last week, I was the guest speaker at the Women Entrepreneurs of Southern Oregon (WESO) dinner event. They requested I speak at their monthly dinner again. But this time they asked me to help their memb​ers better understand how to use their website and online marketing to convert more customers.

Three Essential Goals

As business owners, we’re short on time, so I focused on three essential goals to create content that converts customers.

​1. Be seen as the expert

2. Get their email address

3. Build the relationship to lead them to the sale

Step 1 – Be Seen as the Expert

Don’t tell them you’re the expert. SHOW them you’re the expert.

The fastest and easiest way to do that is to identify the top 25 questions your target group has about your industry.

To get the top questions, ask the following question on various online groups: “What’s the number one question you have about (your field/topic)?”

Once you have a list of top questions, begin creating blog posts that answer those questions.

Get the Word Out

After you publish a post on your blog, you need to get the word out to your target audience. Thankfully, you already have a means to do so.

One of the most effective ways to share your content with a large targeted audience is to respond to questions posted within those online groups you joined. Reply back with a brief answer, include a link to your post, and recommend they click the link for more information.

It’s important to avoid selling directly within these groups. Selling will get you kicked out of many of these groups. Instead, focus on serving others and point them to a helpful article on your website. Once they’re on your website, you’ll work on goal #2.

I've received many requests for a copy of the slides from my presentation. If you too would like a free copy of the slides, click the bottom below.

Step 2 – Get Their Email Address

Customers rarely buy the first time they hear about you. This is especially true if your product or service is more expensive than a hundred dollars. That's why you need to convince them to give you their email address. Then you can begin interacting and building a relationship with them.

One of the most effective ways to both establish yourself as an expert and get their email address is to offer them a content upgrade.

What is a Content Upgrade?

To understand what a content upgrade is, you first need to understand lead magnets.

A lead magnet is something of value you offer to your customers for free in return for their email address. To better understand lead magnets, I encourage you to read my article that answers the question, “What is a lead magnet?” 

lead magnet 800w

A content upgrade is basically just a lead magnet that is very relevant to the topic of the blog post.

Why does relevancy matter?

If people read my blog post about email marketing 101, what type of lead magnet do you think will gather more email addresses?

  • 15 tips to improve email subscriber engagement
  • 7 steps to make yummy brownies

Even though lots of people LOVE chocolate, your visitors clicked on the link to your blog post because they want to improve their email marketing. If they get to the end (or middle) of your article, they will leave your website (and likely never return) unless you guide them to the next obvious step.

Your lead magnet should be that step.

Show them how to begin putting into action what you just covered in the article. Doing so will increase the likelihood they’ll subscribe to your email list. It will also help them get results.

take action

When they see you can help them get results, they’ll want to keep working with you to get even more results.

NOTE: If you’re new to email marketing, I recommend you also read my post where I explain the 6 Steps of Email Marketing 101.

Step 3 – Build the Relationship to Lead Them to the Sale

Once you have their email address, you need to consistently send emails that give value and lead your subscribers to become excited to buy your product or service.

Do this by sharing valuable content that helps them make measurable progress toward their goals. This will build trust that you and your product or service will help them solve their problem.

reach goal mountain top

Always remember to include calls to action to show them the next steps to take to reach their goals.

There are many opportunities to help you strengthen this process to make it even more effective, but begin with these three steps to get you started.

If you have any questions, please post them in the comments below or email them to me at

I've received many requests for a copy of the slides from my presentation. If you too would like a free copy of the slides, click the bottom below.


You can watch the video below to help you better understand the technical side of how to consistently send out emails to your customers using email automation software.

About the Author

I help small business entrepreneurs transform their marketing to successfully convert and retain ideal customers so they can make more money and make a difference in the lives of those they serve. I look forward to helping you too.