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How to Optimize Your Blog Posts for Conversions
When it comes to conversions and conversion rate optimization, most business owners will think of their product and service pages on their website. While these are certainly the most direct way to turn a visitor into a customer, you first need people to find these pages through many different types of searches, keywords, and other parameters. Blogs are a great way to drive traffic to these pages—if they’re done right.
Having a blog with high readership/views doesn’t mean much if these readers aren’t visiting the products or services you’re linking to. While informative/educational blogs still have their place, the majority of your blogs need to strike a balance between informing readers and promoting your services to drive conversions. At FirstPage Marketing, we know how to optimize your blog posts for conversions and why this process is crucial for your continued growth. That’s why we’ve compiled a list of tips to help you turn your blogs into one of the most powerful sales tools in your arsenal.
4 Tips to Help you Optimize Your Blog Posts for Conversions
The following tips can help you transform your blogs from educational articles into powerful and informative advertisements for your business:
1. Consider Your Typical Customer Lifecycle
While every blog post should be written with a specific keyword and secondary keywords in mind, these factors will often not be enough to drive conversions. To ensure that your blog posts convert as many visitors as possible, these keywords should be aligned with different stages of the customer lifecycle instead of factors like keyword difficulty or monthly search volume.
Most sales and lifecycle funnels have three stages: top, middle, and bottom.
- Top-funnel posts will be more general and appeal to a wider audience. They are usually meant to generate leads and traffic.
- Mid-funnel posts provide more value as they elaborate on how your products or services solve problems, their different features, different ways to use them, and other relevant information. Through these posts, you can still cover a wider topic while going into more detail about your own solutions.
- Bottom-funnel posts are the most sales-focused and are directly aimed at visitors who are ready to convert. These posts typically offer further information, practical advice, and a strong CTA (call to action) to compel visitors to contact you or purchase your products.
2. Create a Compelling CTA
Unfortunately, there is no magic formula for a CTA in blogs as the best solution will often depend on the article itself. Some blog posts feature a CTA above the fold, others feature them at the bottom, and some have CTA widgets that follow you down the page.
Regardless of the location, the key is to build up to the CTA in the body of the article. Your CTA needs to seem like the natural next step instead of a pushy sales pitch that came out of nowhere. Mention your products or services in the lead-up to the CTA. Your article needs to compel readers to click on that “Contact Us” button. Don’t expect the button to do all the work for you.
3. Write Engaging and Meaningful Content
If you want to optimize your blog posts for conversions, your content needs to be engaging and provide something of value to the reader. While it’s important to be a great content writer, you also need to perfect the art of effective copywriting. If you do a great job at content writing but fail on the copywriting end, you will get a bunch of readers with minimal conversions and significantly lower conversion rates.
While it’s often easier, it’s rarely effective to just slap a CTA on the end of your post. Take time to consider which paragraph or section in your blog is most likely to compel readers and insert your CTA there. The more work you put in, the more likely users are to convert.
Whether your CTA is in the middle of your blog or near the end, readers won’t get there if your post is too difficult to read. As much as you may love to write, a lot of people don’t like to read. Always remember to keep your content engaging and easy to digest throughout the length of the post.
To make your content easier to read, break your paragraphs into small, easy-to-skim chunks and use your headings to highlight the main points. This will make it easy for users to understand the main points and meaning of your post by scanning it, allowing them to decide if they should give it a closer read.
4. Perfect Your Sales Pitch
Once you’ve perfected your content writing and convinced viewers to read through your article, you now need to exercise your copywriting muscles and create a great, yet unintrusive, sales pitch.
To put it simply, a blog that is optimized for conversions will be a product of quality content writing and copywriting. These blogs aim to convert, yet they also aim to answer a question or provide a solution.
By combining engaging content writing with effective copywriting, you are effectively transforming your blogs from educational pieces of literature into a description of a problem that can be solved through your products, services, and expertise. This act of showing a problem and highlighting your business as a solution is a great way to give readers that final push to visit your product/service pages or reach out to you.
Convincing readers to take this action on their own drastically increases the chance of them converting by reaching out to your team, scheduling a service, or purchasing one of your products, which is always great for your business.
If you would like to learn more about conversion rate optimization through high-quality blog posts, the team at FirstPage Marketing would love to help. Give us a call at 604-866-2230 to speak to our team and learn how blogs can become one of your most effective marketing tools.