A blog is one of the cornerstones of a solid content marketing strategy. If you want your website to generate traffic, you need to provide relevant and valuable content through blog posts. Publishing quality content will also make your site rank-worthy in search engine results.
However, maintaining a blog is a lot of work. Ultimately, you want your readers to convert into subscribers or paying customers. But you can’t do this simply by writing content alone.
Below are five things you can do with your blog to boost conversions:
1. Build Trust
Conversions can’t happen if your audience doesn’t trust your brand. To build confidence, one of the things you can do is to leverage social proof. Aside from adding social media buttons and counters in your posts, you can also leverage UGC or user-generated content.
According to statistics, UGC receives 4x higher click-through rates than branded content. Some of the most common forms of UGC are social media posts, reviews, and testimonials. A common strategy is to host social media contests to generate user-submitted posts. For reviews and testimonials, you can refer to Blogging Wizard’s post for a list of WordPress testimonial plugins you can easily integrate with your site.
2. Set up a Sales Funnel
Studies show that more than 90% of your visitors won’t convert or make a purchase on their first visit. So instead of going for the sale each time a visitor arrives at your website, set up a sales funnel that initiates interactions that eventually lead to conversions.
The sales funnel starts by turning your visitors into leads. You can offer them valuable content such as eBooks or downloadable reports to compel them to subscribe to your mailing list. Once you have their contact information, nurture them down the sales funnel by providing them with relevant news and information. The occasional promos and discount offers work as well.
3. Keep Posts Simple
If you’re trying to convince visitors to subscribe or buy, there’s no need to impress them with fancy words or technical jargon. Be straightforward and make your propositions clear. All they need to know is the benefits of choosing your brand, so make sure you highlight them well in your posts.
Using a conversational tone is also an excellent way to establish familiarity and make your brand relatable. Don’t be afraid to reference your audience in the second person. For example, instead of saying “marketers should get to know your audience,” write “you should get to know your audience.” Doing so will make your content more actionable.
4. Address Common Objections
It’s natural for the online audience to doubt the authority of your content. In their minds, they’ll question if you understand their problems, if your solution will work on them, or if your products are worth the money. You can discreetly address these objections by providing the right information when it counts.
For example, start your post with a story on how you encountered the problem that your target readers are having. Communicate that you’ve been in their situation before. Once you get their attention, mention studies, statistics, or other valid sources that support your claims. Lastly, if you’re trying to sell a product, explain how you developed your pricing model or compare it with other competitors.
5. Remove Visual Distractions
Having a clean and functional blog design is an ongoing trend from a few years back. It makes your site perform faster, look modernistic, and direct the focus of your audience to where it counts. However, some bloggers are slow to catch on and still use flashy visuals and bright colors.
If you want to boost conversions, you should make key elements such as CTAs and opt-in forms stand out. You can do this by removing visual clutter such as oversized menus, sidebars, non-interactive image sliders, and so on. For WordPress users, always prioritize performance over looks when choosing a theme. You can refer to this post for tips on how to choose a theme for your blog.
Blogging may cease to be fun when it comes to optimizing for conversions. With the tips above, you should be able to increase engagement and make more out of your content.