How Content Can Increase Conversions

Content writing for a cleaning company is a dirty business. It tests a content writer’s ability to bring content to life and make it work hard for the client. One of the services offered by this client was mould remediation, they were struggling to get conversions. I suggested a ‘four-pronged’ approach.

1. Create unique content thatis useful, purposeful, findable and would have long term value.
2. Contact universities in the area and offer to produce useful articles for their students on how to deal with mould. The universities will be able to provide a useful resource for their students. The caveat was, for each university to include a link to my client’s website. High authority links = a massive SEO win.
3. I re-wrote the ‘Mould’ landing page.
4. I added FAQs to the page, increasing SEO and improving the user experience.

This four pronged approach had many positive effects:

• It demonstrated specialist knowledge, portraying my client as an authority.
• It created trust from their target audience.
• Results are short and long term; the optimised content will continue to appear in search results.
• The links from high authority websites will continue to elevate my client’s website in search rankings.

The Results:

The client called to ask me to stop producing content about mould (phew!). Their sales team were inundated with calls and unable to handle the volume.

Content Marketing Cleaning Up Conversions