Attracting and Converting Customers.

Written By PhilG

Bradford Marketing Hub contains articles and information that help small and medium service businesses.

Attracting and converting customers via your website is part art and part science. This article briefly explains some terms marketeers use to describe the extra steps they take beyond the writing process.

Going beyond the words and pictures.

Attracting and converting customers is not easy. Getting it right is a joy.
Attracting and converting customers is the core skill of any marketeer.

Three terms you’ll often hear marketeers use are.

  • SEO: Search Engine Optimisation.
  • CTR: Click Through Rate.
  • CRO: Conversion Rate Optimisation.

Some other articles about writing.

This post goes beyond the writing process. If you’re looking for a simpler guide, I’ve written other blog posts about the content you need for a service business website and how to write the text.

Example Web Pages

Blog Post Blueprint

Writing Website Content

Extra steps to take when attracting and converting customers.

When you write content to attract and convert customers, you need to take steps that go beyond the writing process. You need to optimise the content for search engines, and write all links, and the text around links, in a way that entices the reader to click. Then, when you’ve got your site visitor to the page you want them to read, ensure you optimise that page for your most wanted response.

Write your article based on your most wanted response.

Don’t start writing until you know what you want the reader to do as a result of reading that text. Before you write an article or blog post you need to ask yourself, what outcome do I want? Why am I writing this article and what do I want the reader to do as a result of reading it? The term most wanted response is the thing you want the reader to do.

Every word you write should encourage the reader to deliver your most wanted response.

Most wanted response examples: I want the reader to…

  • Phone and ask me for a quote.
  • Sign up for my newsletter.
  • Join my mastermind group.

Buyer intent.

Buyer intent is the intention of your site visitor. Are they visiting your site to learn more about their problem and the available solutions. Or do they already know about all the solutions on offer and want to buy the solution you offer. Focus your sales efforts on people seeking and intending to buy products like yours.

Sometimes there’s a sizeable time gap between their first search for information and the actual purchase. Marketeers encourage prospective customers to join their mailing list as early as possible. Then, when the prospective customer is ready to buy, they already know, like, and trust you and your business.

Ian Brodie’s Email Marketing


Who is looking to buy your services? To write for them, you’ve got to know them and understand them.

Know Your Customers

Customer journey.

Customers don’t buy services on a whim.

  • The customer journey starts when they realise they have a problem or a need.
  • Next, they research their problem looking for solutions.
  • They shortlist what they believe to be the best solutions.
  • Then evaluate those solutions and pick a winner.

Stages of awareness.

This is another way to describe the customer journey. The customer realises they have a problem, looks for different solutions, and shorts list the best options. At this point, they’re most aware, or at least, more aware than when they started.

  • Unaware.
  • Problem aware.
  • Solution aware.
  • Product aware.
  • Most aware.

HubSpot: Stages of awareness.

CRO: or Conversion Rate Optimisation.

Conversion rate optimisation is optimising your web page, so more readers convert into customers. It can involve tweaking your offer to be more appealing to your customers. A conversion isn’t always a sale. It could be getting someone to sign up for your newsletter or to book a free discovery meeting.

Conversion Rate Experts

CTR: Click Through Rate.

Click Through rate or CTR is the percent of people that click links leading to your site. You also use the term click through rate to describe the percent of people clicking, for instance, a link from your home page to your services page. To get a high click through rate, you need to write appealing text in and around your links.

You often hear pay per click marketeers (PPC) use the term click through rate.

CTR & Pay Per Click

Keyword Research.

Searchers find your website by typing keywords into Google. A key word could be: kitchen fitter in Bradford. They might refine that search by adding a brand name or type of kitchen such as: fit traditional kitchen in Bradford. There are tools and techniques to help you find the best keywords for your business.

Yoast Keyword Research Guide

SEO: or Search Engine Optimisation.

SEO is the process of optimising your website and your web pages to rank higher in Google and the search engines. There are two important parts to SEO. You want to get trustworthy websites in your industry to link to your site. And optimize your site content as per Google’s guidelines.

Yoast SEO Beginner’s Guide

Google SEO Beginner’s Guide

Write for humans and for robots.

Attracting and converting customers can involve a lot of science, but your customer is human. I read a lot of web pages that were written for Googlebot to read without considering human readers who see the text as strange and awkward.  Write your page for your customers to read, then optimise and tweak the page so Google likes the content too.

What is Googlebot?

Writing For Humans And Robots (Book)

Aim for a high conversion rate.

You can drive a lot of traffic to your website using search engine optimisation and paid advertising. But if that traffic doesn’t convert into customers, all your time, effort, and money is wasted.

Make sure your offer appeals to your customers and make sure your message converts readers into buyers.

Loads more to learn.

This just scratches the surface when it comes to attracting and converting customers. SEO specialists are often data geeks and go into great detail about how much traffic your site gets and where it comes from.

Small business owners don’t need to obsess over these things But now you understand the basics you’re better placed to optimise your own site, or to pay someone to optimise it for you.

Read more useful articles like this in my blog...