blog post

5 types of content that convert

Author image Kelly Mirabella
Kelly Mirabella
March 14, 2023
Content Marketing

To create content that converts, you must first understand what types of content are most likely to motivate your audience to take the desired action.

In general, five types of content tend to be the most successful: landing pages, product pages, how-to guides, case studies, and testimonials. Each type of content has its own unique strengths and can be used in different ways to achieve your desired results.

Landing Pages

A landing page is a stand-alone web page that is designed to convert visitors into leads or customers. Unlike other types of web pages, landing pages are not meant to be browsed through; they are meant to be acted upon.

To be effective, landing pages must be highly relevant to the visitor and offer a clear and concise call-to-action. The best landing pages are designed with a specific conversion goal in mind, such as generating leads or selling products.

There are a few key elements that you should include on your landing page in order to increase your conversion rates. The first is a strong headline that grabs the reader's attention and makes them want to learn more.

You should also include some brief but compelling copy that explains what your product or service is and why the reader should care.

Images and videos can also be effective in helping to explain your product or service, and you should make sure that all of your contact information is easily accessible so that potential customers can get in touch with you if they have any questions.

Be sure when you are constructing a landing page you utilize the above the fold space. This is the space on a web page that is visible to the reader without having to scroll down.

Putting important information in this space will help to ensure that your visitors see it and are more likely to act on it.

Product Pages

A product page is a web page that contains all the information a potential customer needs to know about a particular product or service.

The goal of a product page is to persuade the visitor to purchase the product or sign up for the service. To do this, product pages must be clear, concise, and easy to navigate.

They should also include all of the relevant information that the customer needs to know, such as pricing, features, benefits, and product specs.

Including customer testimonials on your product pages can also be very effective in increasing conversions, as they serve as social proof that others have found your product or service to be valuable.

How-To Guides

How-to guides are a type of content that provide step-by-step instructions for completing a task or achieving a goal. They can effectively convert visitors into leads or customers, as they offer a clear and concise way to learn about a product or service.

How-to guides can be used to teach readers how to use your product or service, or they can be used to provide information on how to achieve a specific goal.

No matter what you are using them for, it is important that your how-to guides are well-written and easy to follow. Be sure to include plenty of pictures, illustrations, or videos to help explain each step.

Case Studies

A case study is a type of content that tells the story of how your product or service was used to solve a problem or achieve a goal. They are an effective way to convert visitors into leads or customers, as they provide detailed information on how your product or service can be used to achieve results.

When writing a case study, it is important to focus on your customer's results. Include plenty of details and specifics, as this will make your case study more relatable and credible.

If possible, try to include quotes from your customer or client that testify to the success they experienced. Customer testimonials are always helpful in increasing conversions.

Below is a basic template for writing a case study:

1. Introduction to the business case study and give a summary of the situation.

2. Background on the company, including information on their products or services.

3. Describe the problem that the company was facing and why they decided to use your product or service.

4. Outline the steps that were taken to implement your product or service.

5. Discuss the results that were achieved and how your product or service helped to solve the problem.

6. Include quotes or testimonials from satisfied customers.

7. Summarize the key points of the case study and provide a call-to-action for readers who want to learn more.


Testimonials are a type of content that features quotes, reviews, or endorsements from satisfied customers. They effectively increase conversions, as they serve as social proof that others have found your product or service valuable.

When choosing testimonials to include on your website, be sure to select ones that are relevant to your product or service and that come from credible sources. If possible, include a photo or video of the person giving the testimonial to add an extra layer of trustworthiness.

Be sure to proofread your testimonials carefully before publishing them, as errors can quickly undermine their credibility.

All of the content types we've covered in this article can be effective in increasing conversions. It is important to choose the right content for your audience and focus on providing helpful, relevant information. When writing content, be sure to make it easy to read and understand, and use plenty of images or videos to help explain each step. If you are looking for more ways to increase conversions, consider using customer testimonials on your website or including a call-to-action at the end of your articles. Thanks for reading!