• Search Engines Prefer Quality Content – First of all, quality written content is more apt to fit in with a search engine optimization (SEO) strategy than, let’s say, just an ecommerce type site full of products alone.  Also, the major search engines have strict duplicate content penalties built into their algorithms, making it somewhat difficult to compete with similar sites when just listing products for sale with the standard descriptions alone.
• Visitors Are Looking For Information – Visitors to your site might not actually be in the market or mindset to purchase the products or services you’re offering.  In fact, quite the opposite holds true – the chances are much more likely that visitors find and click through to your site because of the content it offers.  Unless the customer is searching by a specific product name, they’re probably looking for more information (your quality content) before actually purchasing.
• Pre-selling Content Builds Trust – Because content quality matters, just saying, “here’s our stuff, click to buy it,” is a really inefficient and unproductive way to convert visitors.  Instead, providing answers, details, and other relevant top-quality content to visitors and only then gently leading them towards making a purchase is a much more effective way of converting.  This method of pre-selling builds trust and breaks down the barrier to doing business with strangers that potential customers often never overcome.

Sounds reasonable, doesn’t it?  Now let’s take a moment to highlight exactly what defines quality content:

• Quality content is unique – It’s custom written specifically for your site and your visitors.
• Quality content educates – Even if a potential customer decides not to make a purchase, they should still leave the site with their questions answered.
• Quality content is giving – You’ve got to give a little to get a little; not only does it help build trust with visitors, but it also shows you’re serious about their needs.
• Quality content is friendly – When developing content aimed towards conversions, why not take the opportunity to talk to potential customers directly instead of just listing boring facts and figures?
• Quality content doesn’t push – One of the worst possible ways to convert is to become too pushy and to try to force a conversion with content.

There’s no doubt that the secret to better conversions is clearly in the content.  Search engines prefer quality, delivering more visitors to the site.  Visitors demand quality.  Without quality content, the chances of conversion are slim to none.  There’s no way around it… content quality matters!