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Web Content That Converts LeadsWeb content should always be crafted to drive business actions. If you want your target audience to visit your RV dealership, review inventory online or contact a salesperson, your content should support those goals. Use these three tips when writing your copy to drive conversion on your website.

1. Keep It Short and Sweet

bullet listWith web writing, simple and short is always better than complex and lengthy. Users are coming to your website for answers to questions. They might wonder, “What additional services does this RV dealership offer?” or “What does this dealership currently have available in their inventory?” The more quickly and easily they can get that information, the more likely users are to continue to engage with you on your website.

When you have a lot to say, consider leveraging bulleted lists to break up longer blocks of copy into more digestible segments. Your audience will appreciate the simplicity, and they’ll be more likely to read your content.

2. Use Clear Calls to Action

When you want someone to call, email or visit, make it clear by using short and direct calls to action. Rather than “experience the difference our dealership makes,” opt for “visit our lot today.” Use calls to action in prominent locations throughout the user experience to maximize lead conversions.clear call to action

3. Balance Your Content

Your website should have a variety of content so all types of users can get the information they need while you promote your business and drive your marketing objectives. Balance these three content types throughout your site.

content-balancePromotional: This content supports your unique value proposition and positions you as the best at something (largest inventory in the area, best customer service, etc.). It also includes copy that notifies users about special pricing and added-value deals.

Educational: This content educates users on your business. It includes descriptions of your services, hours, location and other copy that tells visitors about who you are and what you offer.

Informational: While educational content tells users about your business, informational content tells them things to help answer other questions they have. Topics could include blog posts about the importance of roadside assistance services, tips for cross-country trips or packing lists for traveling with pets. It should support your business objectives while meeting the needs of your target audience. Remember tip two and end these content pieces with strong calls to action.

Before you start writing your web copy, identify what kinds of conversions matter most to your business, and craft content to support those needs. That way your site content will work to support your most critical business needs and drive the most powerful conversions from consumers.

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