Blogging works better when you write about topics your buyers care about.

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Blogging works better when you write about topics your buyers care about.
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Blogging works better when you write about topics your buyers care about.
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Two key focus areas to optimize your blog conversion rate [Infographic]

By Carolyn Edgecomb

Two key focus areas to optimize your blog conversion rate [Infographic]

Creating content has been the cornerstone of bringing organic traffic to your website for over a decade. Especially, content that is educational and targeted towards addressing potential buyer’s worries, fears, and concerns.

Having a blog can help you get three times more leads than through paid search, but are all your efforts being washed down the drain? That’s a possibility if you’re receiving thousands of visitors each month and not effectively converting those website visitors into leads and eventually customers.

 Blogging works better when you write about topics your buyers care about.

Your digital marketing strategy should start by creating content, both written and video, that will help you become a trusted resource for your audience, but it should end in leads and sales.

In an infographic by Spiralytics, we find 26 statistics that can help you improve the conversion rate on your blog. 

Now, there are thousands of statistics on the internet around the effectiveness of blogging and how it can positively affect your sales. Some companies even noticed they were able to generate 67% more leads. 

That’s not the point I’m trying to make. 

You can have a million articles on your website, but if you’re not truly engaging your visitors, it’s likely your visitors are reading your content and clicking off of the page without ever filling out a form.

Let’s take a deeper look into two areas that Spiralytics mentioned and how you can utilize those tactics to hopefully convert your visitors into customers. 

1. Having optimized calls-to-action that provide direction

Simply having a call-to-action (CTA) isn’t enough. 

While there are various types of CTAs you can implement, from in-text to bottom of the blog, it’s important to make sure that the content you’re directing them to is relevant. 

You shouldn’t link to just any-old blog post or offer. You should be linking to relevant blog posts or other resources that are up to date. Especially if your industry is continuously changing.

Think about it. Have you ever clicked on a link expecting one thing and then it brings you to a page that is nowhere near what you expected? If so, it’s likely you left the site completely and continued on your search. What will prevent your site visitors from doing the same?

To ensure they have a positive impact on your conversion rate, not only should the CTA copy match the copy of the page you’re sending them to, but it should also be relevant to the question or keyword that brought them to the article in the first place.

For example, you landed on this blog post likely trying to find ways to improve your blog and increase visitor to lead conversion rates. 

Some additional content I’m likely to share with you might include:

On the other hand, I’m not going to share content with you about Twitter’s latest updates or the benefits of implementing a chatbot. 

When adding CTAs to your blog content, your objective should be to continue educating, provide direction, and nurture them to the middle and bottom of the funnel content.

Furthermore, utilizing in-text CTAs can help boost your conversion rates by up to 121%. Now, this isn’t a link to research where you got a statistic or even a quote, but a link to a relevant piece of content on your website that will continue to educate readers and help them become a lead.

This link can be placed naturally within your content when the article’s keyword is being used or as a separate link between paragraphs to highlight related content (see the line below for an example).

🔎 Related: 6 reasons you’re not generating leads with your blog content

2. Don’t forget to include relevant keywords in your CTAs

As I briefly touched on above, utilizing a keyword strategy is important, from creating your content to engaging them and nurturing them into leads. 

CTAs containing keywords can increase conversion rates by 87%.

You’ll want to optimize your blog posts with the same keyword/subject matter of your article. To ensure you’re focusing on the right keywords and content, ask your sales team for the questions your prospects are asking. And, don’t forget to use the same language. 

Consider taking advantage of tools like Google Analytics and SEMrush to analyze your keywords and the search terms you’re ranking for. 

Using that data you can implement them in your upcoming content, or go back through poor performing articles and update them with keywords and CTAs containing your target keyword. 

Other ways you can improve your conversion rate

While those are just a few methods for improving your conversions, be sure to check out Spiralytics infographic below to take a look at the other areas on your blog where you can make improvements.



Blogging works better when you write about topics your buyers care about.


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Published on November 21, 2020

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