8 Strategies to Structure your Web Content for Better Conversion in 2020 (and Beyond)

Every brick and mortar business today is going online. The first thing that every business requires to move online is a website. It gives them an identity, brand value, and visibility. Every website stands on three pilers, Design or Front-end, Back-end, and content. Putting fewer efforts in either of the pillars will bring your website down.


Today there are over 1.6 bn websites in the world. It means that if you want to build a website which stands out in such a huge competition, then you'll need to take care of a lot of parameters. To create the first good impression among your customers, you'll need to take care of your website design, layout, content, color scheme, and loading speed. If you have all these parameters in place and still not receiving any conversions, then the problem must lie in your content structure.

8 Ways to Structure your Web Content for Better Conversions

1. Keep it Simple

No one admires a website which shoots tons of information on a single page. Every visitor comes to your website for specific information. More time it takes for a visitor to find that information, lower will be the chances of conversion. Let's say you've spent a lot of time and money in creating a website design like no other. But, it will be of no use if a customer finds it challenging to understand the flow and find the content they have been looking for.


Keep your website design as straightforward as possible, and place the content accordingly such that it becomes easy for a visitor to consume it.

2. Highlight your Value Propositions

After visiting your website, the first thing a customer looks for is whether your website is valuable for them or not. There are two ways to show your value proposition one is by telling them your value proposition upfront on the home page. Or you can make the placement of content such that information consumption for a visitor becomes easy.


The first option is easier and more effective. Telling customers loud and clear what you offer is a great way to attract your niche audience.

3. Call-to-actions (CTA)

CTAs are important in a website as it allows users to take actions on the website. The primary reason for a website that does not show conversion is because it does not have the right number of CTA. Even though they have the right amount of CTA, but if the content is not right on each CTA, conversions won't happen.


Try to keep the content on a CTA as short and relevant as possible. Include action words in your CTA. It will increase your click-through rate.

4. Short Forms

Today, every website uses a contact form or any other types of forms to engage with their customers and know more about their customers. Filling up a contact form usually takes more time for a customer to contact you. They are vital for you as it prevents spamming and allows you to structure information about your clients. Knowing that if you keep a contact form with more compulsory fields, then the chances are that a customer will leave it halfway.


Use a contact form plugin which offers great user experience. Keep compulsory fields as less as possible. Keep the messaging on each field clear.

5. Test your Headlines

Headlines are the most important in any webpage or blog. Every 2 out of 10 people will read your headline and then read further. Keep the headlines meaningful, having clear action, meaning, and intent.


Try to keep the headline in the center alignment as it creates more impact.

6. Ensure the Relevancy of a Content

They say Content is King. Which is true, and therefore, you must always maintain the relevancy of your content throughout the site. Writing generic content will not take your business to the next level. The more specific and targeted you write, the better will be the conversions. Your content must be influential to the readers. The bounce rate will skyrocket if the content is not relevant.


Don't write content only to improve SEO as Google will know it a penalize your website by bringing its ranking down. So, along with on-page content optimization focus on how you can make your content more relevant to your business. Your subject matter experts must be visible.

7. Card Layout

Card layout has become a prominent website design trend since 2018. Card layout makes a website design look good not only on desktop but also on mobile devices. It is also essential to attract customers and invite them to read what has been written.


Try not to include too many cards on a single webpage as it will confuse a reader. Also, try not to create a card with more than 100 words as it can bore the readers.

8. Value Communication

Because of high competition, a customer gets confused where to by a product or service as they will find so many vendors selling the same product or service online. The only way you can make your way in the competitive market is by value communication or VC. For example, if you have an online retail store and you sell a variety of products which 30 other people also sell. At that time, you need to communicate the USP, which makes them click on that BUY button. Information such as delivery time, availability, refunds, and more will help customers to make a better purchase decision.


Don't forget to add a simple line saying different ways you provide support to your customers.


A well-structured content can help you gain not only high traffic but also high conversion. Building a website is no one-person job. To give your website an attractive look, you'll need to hire web designers. To increase website performance, you'll need to hire web developers. Finally, to create fantastic content and engage customers for a longer time, you need to hire content writers. If you succeed in delivering the right information to your customers beforehand, your chances of conversion will become almost 100%.

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