How to Develop Strong, Clickable Content for Any Audience

The foundation of a successful ecommerce website lies in producing great content that can quickly set visitors on a straight path to conversion. 

Many B2C and B2B companies waste their efforts by creating a high-volume of dull, redundant copy that drives their targeted audience away and damages brand reputation. 

The copywriting team at has actionable tips to deter you from falling into this trap. Maybe you’re frustrated that your site traffic and conversion rates don’t match your content efforts, or you’re just getting started with content marketing for ecommerce. These strategies will enable you to develop strong, clickable copy.

Diversify your message 

When you start creating content on a regular basis, your creativity tends to dwindle and, without even noticing it, you end up with a lot of redundant content. To satisfy your audience’s need for fresh and up-to-date information, start by improving your internal processes.

For example, instead of waiting until the last minute to brainstorm content ideas, keep a list of ongoing topics based on your customers’ interests. You should also conduct a content audit to see what subjects you’ve already covered. Kick your creativity up a notch by discovering new sources of inspiration that may have escaped your competitors’ attention. Here are some of our favorites:

  • Google’s autocomplete feature — Simply type in your keywords and press the spacebar. The search engine will deliver a handful of predictions based on what other people are searching for, which should spark some great content ideas.
  • Social media discussion groups — Join forums and online groups to learn what your audience gets excited or worried about. Use these ideas as the foundation of your content. 
  • Your customer support team — Interview them to get a good sense of customer pain points and create content that addresses those problems.

Write irresistible headlines 

Consider the following statistic: 80% of people only read your headlines and ignore the rest of the copy. This is why writing magnetic headlines is essential to the success of your overall content marketing strategy.

Aside from announcing the subject of your article, video or email, headlines are a direct invitation for readers to explore your content. A couple of ways to make it easier for prospects to accept your invitation include:

  • Promising value via “How to” headlines that educate readers and offer straight-forward solutions to their dilemmas. 
  • Creating a sense of scarcity and urgency in emails and advertising posts by using words and phrases like: “Exclusive offer!” or “‘Limited time only’!”
  • Incorporating impactful numbers nudges users to pay attention and click on your content.
  • Putting your own spin on a popular topic is a great way to compete with similar brands. If your competitors are writing about “Top Financial Strategies to Reach Your Money Goals,” think outside-the-box and write an article on “10 Bad Money Habits That Will Keep You Broke.”

Create action-oriented copy

It’s not enough to get users to click on your headlines. You also need to motivate them to take a desired action after reading your content. That action can mean a lot of different things such as joining your email list, subscribing to your YouTube channel, purchasing your product or requesting a demo.

Here’s where calls-to-action (CTAs) come into play. The content specialists at put a great emphasis on writing persuasive, high-converting CTAs.
Take a look at some of their best strategies:

  • Start with a verb to prompt action. “Download our whitepaper” is a better way of saying “We published a new whitepaper.”
  • Place your CTA in a highly-visible spot. Make it stand out with eye-catching colors that are in contrast with the rest of your page. It's okay to use multiple CTAs on a long page to break up the content.
  • Include questions to pique readers’ interest. “Are your blog posts failing to convert? Enter your email to receive our free Content Marketer's Guide to Conversion Rate Optimization.”

Pro tip: Personalize your CTAs with “me” statements: “Send me my PDF,” “Show me how to build a social media following,” etc.

Optimize your content for search engines

Search Engine Optimization (SEO) remains an underused strategy to drive website traffic. In 2018, only 44% of businesses were investing in SEO, according to Clutch, and not a lot has changed since then. Another fact that remains the same? The rules that search engines like Google and Yahoo use to decide how to promote content. 

To rise to the top of search engine query results and get in front of your ideal customers, you need to incorporate a variety of on-page and off-page SEO elements. CTAs are one factor, but there are many more including keywords, meta descriptions and quality backlinks.

We have an entire article dedicated to improving your SEO strategy in 2020, but if you’re looking for a quick win, focus on adding ALT text (alternative text) to all your images. This will help search engines interpret them correctly and boost your rankings for specific keywords.

If you're trying to rank for "waterproof car seat cover," for instance, you need to include your targeted keyword in the image description (as long as it’s accurate). An example could be: “Toddler spilling juice on a waterproof car seat cover.” Google might be able to understand that the picture shows a small child sitting in a car, but can’t guess the specific type of car seat. When writing ALT text, try to be concise, specific and avoid adding words like "image of," "picture of," etc.

This article is meant to expand your toolbox of ecommerce content strategies, but you might decide that you need professional help to create high-quality, conversion-driven copy. At, we have a dedicated Digital Marketing team to assist clients like you. Our content writers, SEO specialists and web editors have worked with clients from all industries to build content assets that support their ecommerce goals.

Take a look at our digital marketing services and learn more about how we can help you get on the first page of Google.

About Author

andreea ciulac
Andreea is part of's talented team of digital writers. Previously, she was a Lifestyle reporter for the Chicago Tribune and a digital content creator for a marketing agency, assisting a number of Fortune 500 companies with their content and marketing strategy. When she's off the clock, Andreea can be found either on her exercise mat, riding her bike, or soaking up the sun in one of the city's parks and nature preserves.

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