At Loveclients, we do a ton of work trying to improve our customers’ sites so they make real conversions, and increase their sales, or visitors, or — well, let’s just say we’ve got lots of different clients with lots of different goals, and we’re constantly working to hit them all.

But here’s one thing that’s consistent for all of our clients — if you have good content that leads your visitor towards what you want to do, you will convert them into a customer much quicker.

This is broken down into three things:

1. A Clear Value Proposition
2. A Call To Action
3. An End Result

Whether you’re trying to improve your own rankings or have called upon us to do it, these three fundamentals are worth understanding.

#1: Make a Clear Value Proposition.

You need to tell your customers what you offer. Don’t just blindly list features and characteristics of your product, hoping that one of them will grab the visitor. Instead, explain why this product will fill a need, will solve a problem, or will be necessary in the customers’ life.

Sometimes this means setting up a problem/solution type of proposal, which is quite simple:

1. The customer has a problem.
2. Your product solves that problem.

It works for any business model, but you need to put a little work into it, to make sure your copy reflects — as easily as possible — what your product or service can do for the customer. There are no secrets here — this is exactly what we’ve done with our primary Loveclients page. We know what we do: get small and medium businesses real results online. So how does that fit into this model? Like this:

Problem: It’s hard to increase your traffic and have your site found. It’s complicated, there are dozens of steps, and it takes a lot of consistent work.

The solution? Hire us. Simple as that.

#2: Write A Single Call to Action.

The call-to-action is how that solution becomes a conversion. On our site, we don’t have a massive ‘sign up’ button leading you towards entering your information and immediately starting to work with us.

Sure, that’s our final goal (as it is with any business), but we understand that if that were our main Call to Action (people call it a CTA), we’d have some trouble finding as many happy clients as we do.

Instead, we want you to chat with us. That’s the whole point. By using our ultra-simple chat interface, we can explain our service further, give you honest, transparent advice, and answer all of your questions, all with zero pressure, zero obligation — just easy, clear examples.

#3: Have an End Result.

This one is the most simple — if we do our job right, it means you like what we have to say, appreciate our honesty, get something out of the examples we show you, and sign up for our service. And then everyone is happy!

This is how the system works. It’s not secret advice, it’s just good, common sense when it comes to marketing, and these are the same principles we try and implement on your site.

You Can Implement This Right Now.

Let’s say you’re working on the copy (the all-important text, crucial to increasing the search-ability of your site). But you’re wondering what kind of copy you need to get onto that front page; what exactly do your visitors need to see immediately?

Just keep the three above rules in mind. Build out from them, and not from a lengthy mission statement or press release. Now, if you’re a bigger company, you’ll probably need a full content strategy, as it’s not as easy as just splashing some punchy copy on a front page and letting it do all the work for you — but that’s for another article.

This Literally Works for Anyone.

By pushing this angle, you’ll gain more customers. Conversely, a dense mission statement or pointless front page does nothing for your web presence, no matter what your business is.

Really — we can’t count the number of major corporations who would benefit from this approach. Sure, we know they offer literally hundreds of products and services sometimes, but just take a look at a company like Apple, who really understands clean, clear copywriting — they turn over billions of dollars in business, but their website doesn’t hide behind a complicated corporate ‘front’.

It’s just not necessary.

If your site is one of the main ways your business is trying to make money, or even if it’s only a side channel — follow this advice, and get ready for a real difference in how your visitors respond to you.

photo from flickr user dbdrobot.

Of course this isn’t web or blog content, but rather just business or personal emails we send back and forth. But can we ever use any of it as content for our sites?

Indeed we can.

The Value of Author’s Letters.

I’ve been reading Norman Mailer’s letters recently, and it occured to me that he made dozens of great points, observations, and arguments while writing to friends and editors. This is normal–we often say great stuff in our emails, too (probably not as great as his, but hey).

But it’s not really publishable, per se—it’s generally only great authors who get that privledge, and thank god, because reading through people’s random emails would be an atrocious task.

But what about the few times we do write something truly memorable in an email? An anecdote, a product review, a recounted experience—we send a lot of these things to each other. I tell various stories in a ton of different contexts: flickr captions, google reader shared item comments, my photoblog, and in emails, too.

Many of the best things I’ve ever written are likely buried somewhere inside emails. If I were running a business, surely I’d have sent many good thoughts and observations on my business out to various friends and associates. Keep that part in mind while I tell you a story.

My Friend and his Duplicate Emails (He’s Proud of Them).

I’ve got a friend who admitted to a strange practice: when he tells an anecdote that takes more than a few lines in an email, he’ll often copy and paste the whole thing into other emails when someone asks about it.

After a few seconds of personalization, that second (or third, or fourth) recipient gets the great anecdote too.

Why not just make it into a blog, you might ask? Well, a blog changes things: it’s automatically more public, and it has a frontend that requires more work than just firing off an email. This is changing, of course, but updating a blog still isn’t really as easy—for most of us—as sending an email.

How to Keep Track of Your Finest Email Moments.

So let’s say we want to keep track of our greatest e-mails, those moments of prosodic excellence where we’ve written something truly great and might want to see it again in the future, or perhaps even use it. Is there a way we can keep track of this stuff, and quickly and easily turn it into published content?

Tracking isn’t much of an issue with something like GMail: just create a tag called “content” or whatever you’d like, and any time you notice you’ve written something that might be useful elsewhere, give it that tag. Every once in a while, go through your ‘content’ tag and see what you can find.

Getting All That Good Writing Online, Somehow.

So how do we get it online? Obviously we could just copy and paste it to our blog, but there’s a new service that makes this even better: it’s called Posterous. It’s been catching on recently among a few high-profile bloggers, and its mission statement is simple: blogging through e-mail.

It’s microblogging, much like tumblr offers (they too offer e-mail postings), but with a real focus on posting from your inbox as the primary way of getting content online.

A Practical Way to Make This Work for You.

Let’s pretend you’re running a blog and company website that promotes your independent printing shop.

Every once in a while, you write a great email to a friend, extolling the glories of letterpress, or talking about a new printer you just brought in, or talking about what a pleasure it was to finish a particular job.

As you know, getting interesting content (you don’t send deadly-boring emails, do you?) like that online is invaluable for several reasons:

• it keeps potential customers on your site,
• makes your business far easier to optimize for search engines,
• and increases the chances that other people around the web might enjoy something you write and link to it, thereby greatly increasing your traffic—and potential sales.

So try this out: setup a quick blog on Posterous. They’ve just taken the extra step of not requiring even a sign-up in order to create an account—you can just email their post@posterous.com address directly and within a few seconds you’ll have a subdomain and an account.

Then, every time you write something good in an email, take a few extra seconds to forward that to the posterous email address. You’ll already be in your e-mail client, so there won’t be much of a time commitment to speak of.

Then, just feed the posterous RSS into your main blog (you can do this through posterous or—likely—through your blogging platform too), and you’ve instantly got another way to add content to your site directly from your inbox.

If this Posterous Idea Makes Things Too Complicated, Not to Worry.

I didn’t want this article to sound like an ad for Posterous—we’re not affiliated in any way. But I like the site.

And I was just using it as an example of how simplified blogging tools are getting. What’s really important to take away from this article is this: if you are at all a writer, if your emails occasionally contain great bits of information about your business, life, or anything that might serve you well if published online, take advantage of it! Don’t just let that content be for one person—edit it a bit and put it to work for you.

To get good SEO resulsts, your website needs to have quality content. That’s not all it needs, but when you have a quality SEO company like LoveClients at your back, a lot of the heavy lifting gets done for you.

You don’t need to mess around with complicated optimization and keyword research—that’s what great SEO does for you. But you do need content on your site. That’s right: precise, good writing is very important online.

Whether you need to explain your product, write a catchy “About Your Company” page, or talk about a new offering you’re rolling out, your SEO will always be better when your website contains fresh, interesting information.

Not Everyone is a Writer.

And therein lies the problem. Not everyone can write. It’s just not possible for everyone to be great.

We all write emails every day, and probably do some level of reading, but when it comes to writing in a clear, precise way, many of us are at a loss. It simply takes too much work, too much editing, too much knowledge of those obscure rules of grammar and style to churn out good, readable prose.

Writing is a Skill, Like Many Others.

So if we aren’t farming the writing out to wordier relatives, or hiring overpriced ad agencies to write about our products, what are we doing? Trying to write the stuff ourselves, that’s what.

Writing really is a skill that can be developed and improved, no matter how subtle and frustrating it may seem. There is a wealth of knowledge on how to write well, a lot of it contradictory. Writers are famous for making definitive-sounding declarations on what ‘good’ writing is, only to have another critic come and disagree immediately.

Why Do Authors From Hundreds of Years Ago Have the Best Advice on Good Writing?

So I’ve found some advice for you, narrowing our focus down to four writers—all of whom died before the year 1900. Why go back so far? It’s simple, really:

These pieces of advice were expressly designed to simplify a very complicated beast. Have you ever tried to read literature from 200-300 years ago? Direct, clear, pared-down style did not exist.

Remember, Hemingway and Orwell were centuries away, words were longer, more obscure, and the culture was simply very different. Reading was undertaken with long, sustained concentration, and writing was dense and difficult.

So the writers desperately urging precision and clarity were doing so because these qualities were in very short supply. Their advice is relevant and to the point, no matter how old it is.

Have something to say, and say it as clearly as you can. That is the only secret.
—Matthew Arnold

I can’t offer much commentary on something so simply expressed. If there’s one word to keep in your mind while writing, you could do far worse than clarity.

Whenever you feel an impulse to perpetrate a piece of exceptionally fine writing, obey it—whole-heartedly—and delete it before sending your manuscript to press.
Murder your darlings.
—Arthur Quiller-Couch

Rightly famous. Get all your bad, puffed-up writing out in the first draft, and then delete it all. Look, he didn’t even say erase or cancel it, he said delete! A man ahead of his time.

You write with ease to show your breeding, But easy writing ’s curst hard reading.
—Richard Brinsley Sheridan

Maybe you’re like me, and read that second line as something to do with ‘crust’. I believe we would use the word ‘cursed’ nowadays. ‘Don’t show off, because it’ll make your writing hard to read‘ has never been expressed so lightly.

The virtue of books is to be readable.
—Ralph Waldo Emerson

I’m sure there are many other virtues, too, but hey—he said it. Write with an audience in mind: your customers.

(Photo by flickr user faeryboots, used under a creative commons license.)