As any person experienced in marketing of any type will attest, getting the language that you use to speak to your audience just right is incredibly important. No amount of search engine optimisation techniques will help content that is pitched over your audience’s head. If you are looking to increase your conversion rates, related to how many clicks on your website turn into business, your content must speak to your audience.</p> <p>Limit the sales patter</p> <p>If a consumer has landed on your website, and is reading your content, they are probably interested in making a purchase. Strong content writing should go beyond a simple explanation of the technical specification of a product, and explain exactly why someone should choose to spend their money with you. </p> <p>Sell your knowledge</p> <p>Clichéd sales patter has no place on a website. Most of the time, customers will be looking to your site as an authority on the subject, whether it is cookware or conferences. If your content continually tells your audience to “buy, buy, buy!” you are making your position as a font of knowledge somewhat shaky, and potentially entering “Honest Joe” territory. By selling your knowledge and not the products, your audience should trust your opinions more than if it is the other way around.</p> <p>Know your product!</p> <p>It seems churlish to mention, but it is incredibly important that you are knowledgeable about your product, or at least come across that way on your site. Selling yourself as an expert whilst simultaneously selling your product will prove incredibly effective.<br />