The 5 Types of Content That Turn Browsers into Buyers

Christopher Velasquez
Jul 12
3 min read

You’ve got traffic. People are landing on your site, scrolling through your posts, maybe even following you on social media.

But… no one’s buying.

It’s one of the most frustrating problems for small business owners and startup founders — doing all the right things in marketing, yet conversions just won’t move.

The truth? Not all content is created equal. Some builds awareness, others build authority — but only a few are designed to convert browsers into buyers.

Here are the 5 content types that do exactly that (and yes, your marketing VA can create most of them for you 👇).

1. Case Studies: Proof That You Deliver

In a world full of marketing noise, proof wins over promises.

A good case study does three things:

Shows the problem your client had
Walks through your process or solution
Ends with measurable results (“We increased conversions by 37% in 30 days”)

Why it works: Prospects trust stories they can relate to. A case study turns “We can help you” into “We’ve done it before.”

VA Tip: Ask your digital marketing VA to create one case study per quarter by interviewing your happy clients and turning those insights into a blog post, PDF, or carousel post for social media.

2. Educational Blog Posts: Teaching Builds Trust

If someone Googles “how to grow my small business online,” and your post shows up with genuinely helpful answers — congratulations, you’ve just earned authority points.

Educational content positions you as the go-to resource in your niche.

It’s not about selling directly — it’s about guiding, explaining, and solving small problems that lead to your bigger solution.

Examples:

“How to Create a Simple Funnel That Converts”
“10 Social Media Mistakes Small Businesses Make (and How to Fix Them)”
“How to Get More Leads from Your Website — Without Running Ads”

VA Tip: Have your marketing VA research trending keywords, outline the post, and publish it consistently every 2–4 weeks. You stay top-of-mind without lifting a finger.

3. Testimonials & Social Proof: Let Others Sell for You

Your prospects expect you to say you’re great. But when other people say it — that’s marketing magic.

Testimonials and reviews boost credibility instantly.

To make them more powerful:

Use the client’s photo or logo
Add specific results (“Our engagement doubled in 3 weeks”)
Include short video clips or screenshots of real feedback

VA Tip: Ask your VA to collect and organize testimonials, design branded quote graphics, and schedule them in your social media rotation.

A few good testimonials can outperform a dozen sales posts.

4. Lead Magnets: Give Value, Earn Trust

Lead magnets are freebies that educate or help — in exchange for an email address.

Examples include:

Checklists (e.g., “10 Must-Have Tools for Small Business Marketing”)
Mini eBooks or Guides
Free Templates
Short Email Courses

Once someone downloads your freebie, your email nurturing can take over — automatically moving them closer to a sale.

5. Behind-the-Scenes & Founder Stories: Make It Personal

People buy from people, not faceless brands.

Sharing behind-the-scenes stories — your journey, struggles, wins, and lessons — builds emotional connection and loyalty.

Examples:

How you started your business (and what you learned)
A day in your life as a founder or team lead
What motivates your team or drives your mission

VA Tip: Record a 2-minute video or voice note talking about your story. Your VA can transcribe, polish, and post it as a blog or social caption.

Your authenticity might be the final push someone needs to hit “Book a Call.”

Putting It All Together

Here’s a simple rule of thumb for your content mix:

40% Educational
20% Case Studies & Testimonials
20% Lead Generation (Freebies, CTAs)
20% Personal & Behind-the-Scenes

And remember — consistency beats perfection.

With a solid system and the right VA managing your marketing calendar, you can publish high-quality, high-converting content every single month — without burning out or losing focus on your business.