Strong, engaging web content isn’t just something that’s nice to have in this day and age. The quality of your content can actually make or break your site’s ability to convert curious website visitors into paying customers. The following are a few content writing tips to keep in mind for the best results.

1. Make a Personal Connection

Written content is more engaging when it connects with the reader on a personal level. Use the second-person point of view as often as it makes sense to do so, addressing your audience directly with word choices like “you” and “your”. It’s also important to know exactly who your target audience is so you can personalize your content even further. Factors to consider include but are not limited to marital status, profession, age, and geographic location.

2. Get Straight to the Point

The average website visitor decides within seconds whether or not a particular piece of content is what they’re looking for, so keep content introductions brief and simple. Most people don’t read all the way through a particular page either, so make sure your content easy to skim. Think short paragraphs, bullet points, and numbered lists that make it easy for a reader to find what they’re looking for.

3. Gain the Reader’s Trust

Trust plays a huge role in whether or not a particular website visitor ultimately decides to give a product or service a try, so truly effective content writing seeks to earn it as soon as possible. Back up claims with facts and statistics from widely respected sources. Leverage the power of social proof whenever you can as well. People are much more likely to try something new if they know lots of other people already love it, so customer reviews and testimonials make great options to add to your content.

4. Emphasize Action

Once you’ve gotten your reader’s attention and gained their trust, you need to let them know what you’d like them to do next. Wrap up your content by encouraging your reader to complete a particular action. That can be anything from visiting a showroom to signing up for a newsletter, to completing a sale, but make sure you underscore the importance of doing it now before they have a chance to become distracted.

At the end of the day, content that engages the reader is content that does a great job of driving sales and encouraging repeat visits. How do you ensure yours is everything it should be?