Do you ever feel like you’re creating content but are unsure if it’s effective? You might be wondering what makes content engaging and converting for potential clients. In this blog post, we’ll share six characteristics of highly converting content. By understanding these qualities, you can create better content that engages your audience and drives conversions.
Clear title (no clickbait)
Ever clicked on an article to discover it wasn’t what you had expected? Your title is the most important part of your content because it is what the reader will use to determine if they want to read further.
Building an audience and, more importantly, building your medical practice requires clear, consistent, and informed messaging. The best way to do that is with a clear title that will give readers an idea of what to expect. People are smart, so don’t waste their time.
Here are some examples:
❌ Never age by doing these 3 things every day!
✅ Age gracefully by doing these 3 things every day
❌ Lose your Belly Fat in 5 days
✅ Tone your Belly with these 3 exercises!
Did you notice the difference? The first makes an unrealistic claim, while the other provides a much more reasonable approach to a healthier lifestyle. As a result, your community will come to trust you and continue to choose you as their healthcare provider.
Use numbers in the title
Using numbers in your title promises your community that they will learn concrete tips (without all the fluff) that will add value to their lives. Opening up a blog containing a numbered list also makes it easier to understand, motivating them to take action.
Here are some effective formats:
Number + Lessons
3 Lessons I Learned after ten years as a Nurse Practitioner
5 Lessons I Learned while working in the ER during the COVID-19 Pandemic
Number + Mistakes
3 Mistakes I Made After I was Diagnosed with Diabetes
6 Mistakes Almost Every New Mom Makes
Number + Benefits
3 Benefits of Chiropractic Care
8 Benefits of Eating Dark Chocolate
Solid introduction
If your readers make it past the title, you have a few seconds to convince them to stay on your content. Best way? Write a solid introduction that will give them a sense of what to expect and how your information will transform their life/business. Convey the value of reading your content, and be sure to deliver on your promise throughout the rest of your content.
Graphics
According to Jeff Bullas, articles with images get 94% more total views than articles without images (Patel, 2014). WOW! So, it’s smart to use graphics not only to hold the interest of your reader, but also to add value to your content.
Use graphics of a high-quality resolution that will enhance the reader’s understanding of the topic and help build trust and motivate your readers to take action. According to HubSpot, presentations containing visual elements were 43% more effective at converting users to agree with their point of view. (Patel, 2014)
White space
What is white space?
White space is the negative space between the elements in your content—for example, the space between a picture and text or the lines between your lines of text.
Two benefits of white space
White space can improve comprehension. According to a 2004 study referenced in Psychology of Web Design, comprehension is boosted by 20% when white space is incorporated. No one wants to come to a website that’s difficult to understand- they won’t stay and learn about the benefits and services you offer. (Visual Media Alliance, 2019)
White space can help readers understand your content much faster. A perfectly balanced UX directs the reader’s eye to key points and requires them to clear the next steps (call-to-action), which can lead to more patients contacting you and making appointments.
Need help with your content? Infusion Health seamlessly blends marketing and business innovations within the healthcare industry. Our team is composed of like-minded individuals that possess a passion for fostering business growth in your medical practice. With specially curated lines of service, we are determined to identify your needs, execute a personalized growth plan, and deliver data-driven results. From increased patient referrals to digital media strategies, the Infusion Health team is committed to growing with you through collaborative teamwork.
References
Patel, N. (2014, October 31). 8 Data-Driven Tips for Using Images in Blog Posts. HubSpot Blog. Retrieved October 16, 2022, from https://blog.hubspot.com/marketing/images-in-blog-posts-tips
Visual Media Alliance. (2019, October 18). The White Space Rule (Why White Space Is Important) – Visual Media Alliance. Visual Media Alliance. Retrieved October 14, 2022, from https://main.vma.bz/cross-media-chronicles/the-white-space-rule-why-white-space-is-important
