We know you're likely an awesome writer and/or marketer, and so we appreciate you so much for taking the time to create content for ConvertFlow 🙌
However, we want to make sure you stay aligned with a few best practices specific to us. Sticking to these means you'll be in a better position to write a post that's popular with our audience—and much less likely to get your first draft back with significant edit requests.
- The ConvertFlow Audience
- The 7 Golden Rules
- Technical Styleguide
The ConvertFlow Audience
Readers of the ConvertFlow blog are pro marketers doing the work either in their own business, or as part of a team at a small-to-medium sized company. These companies are usually somewhat successful with consistent website traffic and revenue coming in, and they're looking to keep growing and scaling up as fast as possible.
In other words, these people are not marketing novices.
This means two things, in particular, turn them off:
- General, beginner-level, thinly communicated tips they've heard before
- Over-the-top, hyperbolic language ("superpowers," "skyrocket your conversions," "the one secret most people don't know")
Instead, they want to read about well thought out in-depth analysis, new ideas, and innovative ways to apply fundamental marketing and conversion principles.
The 7 Golden Rules
If you do nothing else, stick to these seven rules:
- Go deep, not broad. Concentrate on giving deeper analysis on a few key points per article, instead of trying to broadly cover many points via weak, shallow 'quick tips'.
- Use plenty of examples. Don't just make a point, show it in action. Use screenshots, imagery, social posts, video, graphs/charts—anything that helps visually make your point, and show how others are doing it. When relevant, embed ConvertFlow templates.
- Reference your sources. If you make a claim, base it on research and/or statistics—and link to it. E.g. saying that x tactic increases conversion rates by x% means that you need to link to wherever you got that stat from.
- Nail your intro. Get to the point, don't ramble, introduce a problem that the article is going to solve. Any intro that's concise and makes the reader want to read on is fine, but we like to use a hook-expand-promise formula:
- Hook. Hook the reader in with a relevant, impactful statement that draws their attention and highlights the problem.
- Expand. Go a little deeper to further explain your impact statement in 3-5 sentences. Agitate the problem, and explain why it's relevant and needs solving.
- Promise. Make a promise as to what the reader will get if they read on and finish the article. What exactly will they have learned by the time they finish reading?
- Write a blog, not an essay. Think about how your writing structure will look on screen. Be concise; get to the point quickly; don't use more words than you have to; avoid big blocks of text; keep most sentences and paragraphs short; make use of bullet lists, bold, italics. There's always the odd exception, but, generally speaking, we try to keep paragraphs in our blog posts to just 1-2 sentences. Try to split long sentences into two to break things up. We also like to make use of copywriting techniques like bucket brigades.