5 Ways to Boost Your Blog’s Conversion RateDecember 20, 2011
Written by Meredith Oliver
A blog is an excellent tool to have on a business website for a number of reasons. When you add content on a regular basis, your website receives a boost in search engine rankings. And if the information you provide readers is useful, you are regarded as a trusted source to do business with. To make that happen, your blog must convert those readers into leads for your business. Here are a few ways to help make that happen:
1. Align content with relevant, targeted calls-to-action.
The most important step in generating leads from a blog is to make sure that every article includes a call-to-action. Take a look at your articles and make sure that your calls-to-action are aligned well with your content. You might need to update them by tweaking the language to target a specific action for each blog post. Direct your calls-to-action to specific landing pages with lead capture forms. Remember, the more targeted you are, the better chance you’ll have of converting your blog readers into “doers.”
2. Optimize evergreen articles with new calls-to-action.
Review your blog’s analytics to see which of your old articles are still performing well and generating a lot of traffic. Then, update the calls-to-action in those articles to include your newest, best converting offers to boost the evergreen articles’ conversion rates.
3. Test call-to-action variations.
Do you know which “call to action” performs best? If not, run a test! Try adjusting the tone of the message, or the layout to see how clicks are affected. Run a test and determine its statistical significance, and then make adjustments to the calls-to-action in your blog articles.
4. Insert links to offers throughout your blog posts.
There’s no reason to save the call-to-action for the end of an article. Leverage the text in your blog articles for conversion. Use anchor text to link to an appropriate article. For example, a home builder could use text within a relevant article to offer readers their ebook on “Home Maintenance Tips.”
5. Include an email opt-in form.
Don’t forget the simple ways you can boost conversion on your blog. Make sure you have a way to collect your reader’s email addresses. Add a simple opt-in form to the sidebar of your blog, if your blog doesn’t have one already. If the form is there, and isn’t generating many addresses, offer a free special report to entice your readers to give you their information.
Remember to use your marketing analytics to help you discover where you need to make improvements in your blog so it can deliver the leads you need to grow your business.