Advanced Content Building for Insane ROI

by Spencer Haws

In the last lesson, we talked a bit about the best practices for writing your first piece of content and getting on-page optimization right.

Today, we’re going to take it a step further. We’re going to talk about writing absolutely AMAZING content.

If you’re asking, “Spencer, why should I even be interested in spending time on perfecting my content?” I’ll tell you: it’s probably one of the best possible things you can do for your revenue.

Great content converts like crazy.

1. Shoot for a friendly and personal—but expert—tone.

This is something I learned from my sales days at Wells Fargo.

Personal, friendly writing converts much, much better than cold, awkward “professional” writing.

Don’t get me wrong: your writing should be professional (more on this in a second). You just don’t want it to be totally weird.

If you’ve ever heard that old adage that people don’t buy products, they buy the person who is selling it, that’s just as true in blog content as it is with in-person sales.

You need to know enough to appear as if you’re an expert (or at least know more than your reader), but you need to be personal and friendly first.

The tone you should be shooting for can be pretty well summed up in 4 words: friend you can trust.

2. Your content has to look clean and professional.

This is kind of what we talked about when we were discussing themes. If your content doesn’t look professional, people are going to bounce right off your page without clicking anything.

We don’t want that.

Your pages should appear clean, professional and aesthetically pleasing. They should not only be content. They should have all kinds of other elements, such as pricing tables, product tables, images, videos, calls to action, content upgrades, pages sections, countdown timers, and anything else that makes sense with a given article.

One way to get all of those things in one place is Thrive Themes & the Thrive Content Builder.

These are my personal favorite tools for crafting pages that look amazing. Plus, after you create an amazing page, you can just save it as a template and use it for all your other content, which speeds up the writing/posting process significantly.

It also makes posting much easier to outsource.

3. Your content should be highly skimmable.

This is one of the biggest lessons I learned.

Most people in the Internet don’t read every word on your page. In fact, very few of your readers are even going to read half of the words on a blog post.
And if they’re not reading, what are they doing?


A very large percentage of readers on any website will be skimming. This means they’ll be scanning the pages, finding headings or elements that look interesting, and then reading that section in more detail.

For that reason, your page should be structured in such a way that it’s easy for skimmers to find information.

What’s that mean? Basically, to make your content easy to skim, you should (more or less) follow these guidelines:

  • Your headings should have good information in them
  • Your headings should generally be sequential (or follow some sort of pattern)
  • Ideally, your headings themselves should tell a story
  • Your page should be broken up with images, tables, infographics and other informational elements
  • Your paragraphs should only be a few lines long (2-5 lines)
  • Your language should be really clean and very simple

4. You should provide lots of value.

This is super important, and if you’re only going to remember one thing from this whole email, it should be this: it’s much, much more important to provide value to your readers than it is to sell something to them.

And trust me, if you go out of your way to provide tons of value to your readers, they’re going to buy from you anyway. Because they trust you.

Plus, people are smart. Don’t B.S. them. Write great stuff.

Wrapping it up…

Tools mentioned in this lesson:
Thrive Themes & the Thrive Content Builder

Leave a Reply

Your email address will not be published. Required fields are marked *