By conversions, I’m referring to generating new contacts that may become leads for your business. A conversion from your blog is someone submitting their contact details - perhaps for a gated piece of content or signing up to your newsletter - so that you can begin to nurture them into becoming clients.
The temptation when it comes to striving to get more conversions from your blogging efforts is to create more blogs. You want to come up with new content ideas that your audience is going to lap up and then submit to you their contact details. However, the majority of the time we see that businesses aren’t making the most of what they already have. As we take a look through their blog analytics we find they have blogs that are ranking well on Google, generating a good amount of traffic but are only generating a few conversions - or none at all.
Here’s how you can generate more conversions from your best-performing blogs:
#1 Conduct a content audit
A couple of months back, Tom explained why you should commission a content audit. One of the key reasons is so you know what’s working. We’re always surprised when businesses are blogging regularly, but not monitoring which articles are actually generating traffic.
There's plenty to look at when conducting a content audit, but a good starting point is to see which blogs are generating the most views. It’s worth digging deeper to ensure it’s generating relevant traffic, but most of the time if you have a sound editorial strategy, a good number of the visitors will have the potential to be clients.
Once you’ve written a shortlist of your best-performing blogs by views, see how many new contacts that blog is generating. If you feel the number should be higher, or it’s currently generating none, then you have a prime candidate for a high performing blog post to optimise for more conversions.
#2 Ensure your blog post has a relevant call-to-action
The most common reason an article with a good amount of views isn’t converting is because it either doesn’t have a call-to-action (CTA), or the CTA isn't relevant to the blog topic. If someone is visiting a particular blog, it’s because they’re interested in learning more about whatever the topic is you’re talking about.
A good first step here is to just use common sense. You’ll know your topic so think through, if someone is reading this blog, what else do they need to know about or need help with, and what can we offer that is high value enough for them to submit their email address? This could be a download of the content, an infographic, ebook, research report, etc. The important component is that it offers the reader high value. We’re protective of our data these days, so you better make the submission worth it!
You can get a bit scientific about this as well. You can use SEO tools to see what search terms people are using to find the article in question. This can give you a clear idea of what download would be helpful for your reader. However, keep in mind that Google now mainly hides this data, so it’s often not readily available. However, even some small insight could be helpful.
#3 Be strategic about the placement of your CTA
You could create the best ebook in the world for your audience to download. But if you don’t let them know about it, no-one will see it. It might sound obvious, but you’ll be surprised how often an ebook is just sitting somewhere on a landing page that doesn’t rank, or the only CTA is hidden in the footer of a web page.
We tend to like to place CTA’s in three different places in blog articles:
As a text CTA - Linked to in the first 100 words of the blog text
End-of-post banner CTA - A banner image at the bottom of the article standing out from the text
Slide-in or pop-up form - A signup form that appears when certain behaviour is seen. Usually, when it appears that the reader is exiting your webpage
One thing to consider is whether the CTA taking up prominent real estate is relevant to the content of the blog. If not, consider changing it to something that is for higher conversions.
#4 Keep the blog up-to-date
Commonly, a blog article that is performing particularly well was published a long time ago. It is ranking well on Google SERPs so attracting a lot of organic traffic. People are more likely to click to read an article that was published more recently. Therefore, make sure the content is kept up-to-date, and relevant, and then update the publish date. Searchers want up-to-date information, so that blog from 2017 will receive more clicks if it’s updated for 2020.
#5 Test and measure what’s working
Even with the best audience research, you won’t know what’s exactly going to work until you try it. That’s why constant testing and measuring different CTA’s and placement of those CTA’s is vital. With each attempt, you’ll learn more about what works for your audience.
On the whole, offer your readers more of what they want and ensure it’s high value. By following the steps above, you’ll have the best chance of turning those interested website visitors, into new contacts and eventually leads for your business.
Image credits: maria-savenko