Why is content king? Kimberly Krause Berg of the Search Engine People<\/strong> blog encourages us to ask that question, then proceeds to provide an extremely compelling answer: it produces sales. At least, it gives you the gold when done right. Kimberly hands us many tips, including testing, adding bullets<\/a>, using readable font sizes, and organizing your content in a logical order. All very good content merchandising tips. But before she dives into the list of suggestions, Kimberly hits on a crucial part of the process: tell your readers what to do. Conversion starts with a clear and compelling message. Clear: Your entire product page should be geared toward action. Consumers are suggestible, and if you make it obvious what you want them to do, they’re a lot more likely to actually do it. If you want to convert them into a paying customer, don’t hide that from them. Compelling: Your copy is your chance to prove to them that they will benefit from the product. Content: Crowned, and checkmate.<\/p>\n