Posted August 5, 2021
“Conversion” is a business concept mostly associated with sales. The idea is that a prospect “converts” into a customer when they finally purchase or sign a deal.
Writing isn’t always associated with conversion in this way, but an organization’s writing – its documents – play a fundamental role. That’s because writing quality directly affects how many prospects turn into customers.
High-quality writing benefits the sales funnel from top to bottom.
In other words, it’s often an organization’s writing that captures attention at the top of the sales funnel, when sales and marketing teams are trying to generate interest in their services or products. In fact, surveys and studies prove that written content makes a profound difference here. B2B companies that regularly publish content online, for example, produce an average of 67% more leads every month than other organizations.
Content at this stage of the sales or business development process typically includes:
- Web content
- Marketing collateral
- Content marketing, like articles and papers
- Sales presentations and pitches
- And even simple communications like emails and press releases
Then, the organization’s writing plays a critical role in persuading prospective but uncommitted customers to reach out for more information. This happens in the middle of the sales funnel. Finally, in the last stage of the sales process, good quality writing pushes people to finally sign on the dotted line, “converting” them into actual customers, partners, investors, or some other stakeholder.
In addition to these writing types, writing in these stages can include:
- Instructional and educational materials
- Case studies
- Sales proposals and responses to requests for proposals (RFPs)
- And more
Why does writing matter in this process?
An organization’s written documents credentials the professionalism and expertise of the business or group. Potential customers use the information to understand the service or product, learn more about its inherent value and how it stands out from competing solutions, and verify or validate claims made about the service or product. For example, 95% of B2B service and product buyers say they use content when evaluating the trustworthiness of a business.
But then the question becomes, does better writing provide better results?
It would seem so.
One study found that “better-written journal articles garner a bigger, broader audience for the authors’ work.” The researchers evaluated 130 published articles for 11 measurable writing components like clarity and narrative structure. They found that articles that scored higher on these writing components had more citations and references back to the original articles.
Sometimes the impact is even simpler. A survey in the U.K., for example, found that 59% of respondents simply would not patronize a business that had obvious grammar or spelling mistakes in its written materials.
In short, if better writing produces better results, it only makes sense to strengthen your team’s writing abilities. The bottom line is that better writing means more success for the business, and only writing skills’ development can enable the workforce to reliably produce better writing.