An age-old question for accounting and CFO firm owners – “How do I create content that converts”?
It’s not a magic word or perfectly placed link that does the trick. It’s a combination of elements that:
- Call out your reader’s pain points
- Clearly explain why your services are the solution to their problems
- Provide a simple step to claim your offer
When these three elements are combined, your content will start to convert clients. Here’s how you can get started.
Understand Your Audience’s Desires and Pain Points
One of the most common problems we see with content is that it focuses too much on the firm and its services instead of on the target audience and their pain points.
Let’s break it down.
Shouting that you’re an expert in QuickBooks Online doesn’t solve your audience’s problem. While they might be impressed with your skill, it doesn’t directly affect them.
Instead, sympathize with their pain points. Tell them you know how difficult it is for entrepreneurs to run their business AND manage QuickBooks at the same time. From there, you can position your services as a solution by explaining that they free up time and ensure accurate reporting so entrepreneurs can focus on what they do best – running their businesses.
This shows them you:
- Know what you are going through
- Relate to them
- Understand their pain points
- Have a solution
As you create content, keep in mind that emotion is one of the most important aspects of getting a client to convert. This ties back into understanding your audience’s pain points but takes it one step further.
Let’s go back to the original example.
A primary pain point is that it’s difficult for entrepreneurs to run their businesses and manage QuickBooks at the same time. Why? Because doing both makes them feel:
These are emotions most people would prefer to live without. So as you create content, replace these negative emotions with positive ones, like:
- Peace of mind
These are emotions your audience craves, so catering to those feelings is essential in converting clients.
Craft Strong Headlines
According to a 2023 study by Hubspot, 73% of people skim through articles, only reading the headlines. This tells us that crafting strong headlines is essential in creating content that converts.
The best way to craft headlines is to write them so they outline the story of the article.
For example, if you’re writing an article for entrepreneurs about why they should outsource their accounting, it’d be smart to include an H2, “Benefits of Outsourcing Your Accounting”. Then include H3’s that cover each of the benefits. This outlines the entire section for the target audience so they don’t have to dig deep for the answers they are searching for.
Focus on Good Copy
Good copy is the icing on the cake of creating content that converts. This is where the 27% of people who actually read the article will find value in your content.
Here are a few tips for crafting good copy:
Good copy is easy to understand and speaks directly to your target audience. It talks to them like you would talk in person, conversationally.
Using first person is a good way to do this; saying things like “you” and “we” grabs attention and puts you on their level.
Provide Individualized Advice
Most accounting firms have a niche target audience. You might offer services for startups or trade companies, or maybe manufacturing businesses. Whatever industry you serve, there is unique and individualized advice that applies directly to them.
Create content that appeals directly to the questions that need to be answered.
For example, if you offer accounting services using QuickBooks to manufacturing businesses, you can mention software tools that integrate well and can help them efficiently manage their inventory.
Make it Readable
Good copy is readable. It leverages spacing and writing elements to emphasize points and break up large blocks of text.
Think about it. When was the last time you read an article with long blocks of text, minimal headings, and no elements that pull your eyes to the next section?
Try using some of the following in your content:
- White space – this is a great way to break up the text.
- Bullet points – these turn lists into easily scannable text.
- Italics and bolding – this helps important points stand out.
Always Include a Strong Call to Action
A strong call to action is the most crucial element in any piece of content. This is where you drive your point home and explain exactly how your target audience can claim your offer. The process should be direct, clear, and simple.
Don’t forget to reiterate their pain points, how you’ll solve their problems, and cap it off with a pull on their emotions.
Let Full Stadium Marketing Create Content that Converts
If you need help creating content that converts, reach out to our team at Full Stadium Marketing. We are experts in content marketing for accounting firms and are prepared to take content creation off your plate!