ServiceBrand growth
Performance Growth Strategy
A strategy for demand generation and performance that scales growth profitably – connecting visibility, conversion and media investment into one plan.
Method · Content & conversion
Content & Conversion Framework
A method for prioritising content and conversion improvements by where they will move visibility and sales the most.
What it is
Content work is never finished, so the question is where to start. The Content & Conversion Framework scores products and markets on the gap between their potential and their current visibility and conversion, and turns that into a prioritised content plan.
It covers the elements that influence both search ranking and purchase decisions: titles and keywords, images, descriptions, brand content, reviews and ratings.
When to use it: Use it when many products or languages need content work, when traffic does not convert, or before a launch in new markets.
What goes in
- Search and ranking data
- Product page content
- Reviews and ratings
- Conversion data
What you get
- A prioritised content plan
- Content standards per market
How it works
- AuditAssess content quality and search visibility per product and market.
- Score the gapCompare traffic, conversion and potential to find the biggest opportunities.
- PlanBuild a content plan ordered by expected impact.
- MeasureTrack visibility and conversion before and after changes.
Decisions this helps you make
- Improve product contentContent & conversion
- Improve conversionDemand & growth
Typical KPIs
- Conversion rate
- CTR
- Organic visibility
Where this method is used
ServiceContent performance
Content & Conversion Optimization
Optimising findability, product content and conversion – prioritised by where better content will actually move sales.
Want to apply this to your business?
We can run a first assessment on your own data and show what the method would change in your decisions.