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How to Find the Words that Convert for Your Business

Businesses are built on words.

From brand names, product descriptions and company policies to website content and social media pages, words can influence how a certain product or service will perform — for better or for worse — in any given market.  And to ‘perform’ means that business efforts have effectively resulted in a conversion or transformation: a site visitor turns into a buying customer; a walk-in event participant converts into a long-term subscriber; a social media follower inquires about a certain brand. Clearly, using the right words can result in profitable consumer engagement. But how do you actually do this? How do you locate the words that help your business move forward?


Let’s start with the essentials. And one of the crucial basics is finding the right keywords or key phrases for your content strategy.

Photograph by onephoto via Bigstock

Long-Tail Keywords

Keywords are the words that your potential customers use when searching for your products and services on the Web. However, these could also be the same words that they use to find your competitor’s offerings. To help position your brand steps ahead of your competition, you need more than just the basic keywords. This is where long-tail keywords come into the picture. In a study done by organic marketing solutions provider Conductor, multiple keywords have a conversion rate that is 2.5 times higher than single keywords. Also known as smarter keywords, long-tail keywords are typically composed of at least four words. Approximately half of online searches are comprised of long-tail keywords, according to recent SEO studies.

These searches are more specific and targeted, which means that the searchers are individuals who know what they need and may be prepared to spend for what they need, right there and then. To find which long-tail keywords are most relevant for your business, you can compile a list of possible keywords, use online tools that help in generating multiple keywords in one search, and prioritize keywords that are relevant or those that show up in high-volume searches.

Words that Convert

Other than keywords specific to your business offerings, there are also popular words and phrases that are known to lead to quantifiable results. When you’re looking to convert people into taking action, you are already dealing with the art of persuasion. And in the world of language, certain words and phrases are more persuasive than others.

For example, the word ‘because’ has been often linked to higher conversion rates, the rationale being that people are more inclined to take action if you give them a reason why.

In an experiment done by social psychologist Ellen Langer, adding a reason why to a specific call-to-action resulted in overwhelmingly more positive responses compared to when no reason was presented at all. And it’s not just the word ‘because’ that has been found to be effective in lead or sales conversion. Some of these persuasive, sales-effective words are:

  • You
  • Free
  • Now
  • New
  • Instantly
  • Get
  • Shop
  • Add

Incorporating these words into your content may reel in positive conversion results.

However, it’s not enough to rely on words which others consider to be successful. It is crucial for you to find out which words actually work for your business, your customers, and your brand.

Testing the Words that Work

A helpful way to locate the words that convert for your business is to continually test the words you use and to understand why they are effective or otherwise. At the end of the day, you need to understand which words work or not work in converting your customers, and why. Just because a couple of words or phrases worked for one website or a competitor doesn’t mean it will be the same for you.

Experts suggest that the best way to find the right words for your content strategy is to continually test, experiment, and analyze why your customers respond to certain words the way they do.

When you succeed in doing this, you go beyond just having keywords and catchy phrases. What you’ll have is a unique set of key terms that gives your brand an authentic voice, a distinctive winning edge.

Annie Ianko

Chief Content Officer

Annie has over 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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