How to Write Conversion Articles That Turn Readers Into Clients
A simple five-part structure you can use every time
Most articles are written to inform.
Very few are written to convert.
This is a practical guide to writing conversion-focused articles using a simple five-part structure you can reuse every time.
1. PROMISE
Earn the next 30 seconds or lose them forever
Your opening line has one job - make the right reader keep reading.
Not educate.
Not explain.
Not introduce yourself.
A strong promise is:
Specific
Outcome-led
Slightly uncomfortable
Bad promise:
“In this article, I’ll explain how to write better content.”
Good promise:
“Why smart, [audience] write great content that never converts.”
If the reader doesn’t feel personally called out in the first line, you’re already behind.
Rule of thumb - if the promise could apply to everyone, it will convert no one.
2. PAIN
Make the problem feel expensive to ignore
This is where most articles fail.
They describe problems.
You need to diagnose them.
Pain is not:
“You’re struggling to get leads”
“You want more clients”
Pain is:
Doing the work and seeing nothing happen
Second-guessing whether it’s even worth posting
Knowing you’re good at what you do, but being invisible
Name the specific frustrations your reader hasn’t said out loud yet. but might think and feel.
If they see their situation in your writing, you’re doing it right.
Remember - people don’t act when they understand the problem.
They act when they’re tired of living with it.
3. PICTURE
Show them the version of themselves they want
Now you shift gears.
Not features.
Not steps.
Not tactics.
Paint the after. The future where this problem is fixed.
What changes when this problem is solved?
How does their week look?
What stops being stressful?
What becomes predictable?
Example:
Imagine publishing one article a week and knowing exactly who it’s for, what it does, and how it leads to conversations - without chasing engagement or playing the algorithm game.
This is emotional permission.
You’re letting them see themselves on the other side.
Logic comes later.
Emotion opens the door.
4. PROOF
Replace claims with credibility
By now, they’re interested.
They’re not convinced.
This is where most people panic and start listing achievements.
Don’t.
Proof is not bragging.
Proof is relevance.
Use:
Short stories
Specific outcomes
Honest caveats
Example:
This is the same structure I use when helping consultants turn LinkedIn posts into sales conversations - not viral hits, but consistent inbound from the right people.
Notice what’s missing:
No hype
No inflated numbers
No “game-changing” nonsense
Believability beats impressiveness every time.
5. PITCH
Make the next step obvious and small
If you’ve done the first four parts properly, this isn’t a hard sell.
Your reader has already decided.
They just want clarity.
Bad pitch:
“Let me know if you’d like to work together.”
Good pitch:
If you want help turning your content into a system that reliably creates conversations, here’s the next step.
One action.
One direction.
No menu of options.
Confusion kills conversion.
This is the same structure I use inside the Social Selling Accelerator to help people turn content and outreach into consistent leads and client conversations.
If you want help applying it to your business, book a call.