5 Ways to Improve the Conversion Rate of Your Blog
Articles,  Blog

5 Ways to Improve the Conversion Rate of Your Blog

– In this video, we’re
gonna look at five ways you can improve the
conversion rate of your blog. (dramatic music)
(ninja stars whooshing) (ninja beeps)
(cursor clicks) Wow wow wow wow,
conversion rate on a blog? Are you crazy? For most businesses, their
blogs are a pile of content that people visit and then
immediately leave their site. They don’t actually perform any kind of useful
business function at all. Well, in this video, we’re
gonna look at five steps to turning blog visitors
into leads and sales for your business. Step number one is to create
an eye-catching title. A good practise for blog
posts is to call your title exactly what your audience
would be searching for. For example, you can see this
Exposure Ninja blog post here where we’ve written a guide on how to write page titles
and meta descriptions for SEO. So rather than calling it something fancy or using some really clever puns, we’ve simply called the blog “How to Write Page Titles and
Meta Descriptions for SEO.” That way, when somebody searches for how to write page titles and
meta descriptions on Google, guess what comes up? The post, because we’ve exactly matched for the searching form. So this is good practise for SEO but it’s also great practise for conversion rate optimization as well, because we need to get your visitors actually reading your
page in the first place. Here’s an example on the eFax website. The title of this blog post is “GDPR and Healthcare: A Simple
Change to Aid Compliance.” Now, whilst this doesn’t
specifically answer a particular question, what it does do very well is it immediately calls
out the target audience, i.e. people in the healthcare industry. It also makes it very clear what the benefit of this blog post is: a simple change to aid compliance. And if there’s one thing
everyone in the world is really interested and excited about is aiding compliance of GDPR. (whooshing tone) Step two is to include in-text links to landing pages and
other pages on your site. One of the main challenges with blog posts is getting people to stay on your website rather than just get the
information that they need and immediately leave. If they do this, you’ll
have a high bounce rate and you won’t have a
chance to convert them. What we like to do is include
lots of internal links to other posts on the website and also to your commercial landing pages, so the pages that you’re
driving people through to in order to buy a product from you or get in contact for a free consultation if you offer a service. Notice how on this post all about what does bounce rate mean, we’ve included an internal link to our website grading tool analytics. So that is a specific link to drive someone through to a tool of ours which will then capture
their name and email address. Step three is to use a
sidebar call to action. Sometimes it’s not possible
to include a call to action very prominently above
the fold on your blog. What you can is include a
sidebar on the side of your blog where you can put a call to action. Notice how on this blog post
on the Exposure Ninja site we have a call to action for
a webinar that we’re running. So we can switch this out
for any other call to action depending on what we’re
promoting at that time. Now, as you scroll down the page, that call to action remains, so you can always see a logical next step. Now, it’s interesting
that we use a webinar, because remember that
someone coming onto the site for a blog post might not
necessarily be in the market for a digital marketing agency, but they definitely want information about digital marketing,
that’s why they’re here. So by including a webinar, we’re giving them a piece of content or a next step that they can take which makes sense based
on where they’re at in the buyer journey. Notice on this HubSpot blog post how there’s a call to
action to get the templates and then also a call to action
at the bottom of the page, which is sticky, to download
the templates as well. So in this example, they’re offering a very
relevant call to action specifically based on the
topic of this blog post. And of course once they’ve
got your name and email, they’re gonna continue
pitching HubSpot to you until you buy. Tip four is to include social
media icons prominently on your blog. You can see how this
HubSpot post does it here, making it really easy for people to share, as does the eFax site here,
making it really quick for people to share a piece of
content that they really like with their contacts on
LinkedIn or Facebook or Twitter or wherever people
like to share these days. Tip number five is to
include a call to action at the bottom of your blog post. Imagine, someone comes to a blog post, they’re looking for some information. As soon as they get to that
page, what are they doing? They’re looking for the
information that they’re here for. They’re not gonna convert straight away but once they’ve scrolled all
the way through your post, they’ve read it, they’ve
spent ages looking through it, they’ve made loads of
notes and all that stuff, they get to the bottom, and then what? Are you just gonna leave them
to go and find something else or to go and get on with their
day or play with their cat? No, you’re gonna nail
them with a call to action which gets them right at the end. So you always wanna
include a call to action at the bottom of your page. In fact, you always pretty much wanna include a call to action at the bottom of every
page on your website. You’re catering for a few
different types of people. Some people, like me, as
soon as they see a page they’re like, “Oh, where can I convert?” Other people like to spend a lot more time going through a page and will convert once they’ve gathered all
of the possible information. So you need to be mopping those people up with a mop-up CTA right
at the bottom of the page. So those steps, again. Number one: use an eye-catching
and descriptive title. Number two: use in-text links to landing pages and other blog posts. Number three: use a sidebar
or side-wide call to action. Number four: use social sharing buttons. And number five: make sure that
you include a call to action at the bottom of your page. I hope you found this video useful. Don’t forget to like it if you did. Subscribe if you want more
digital marketing videos. And if you’ve got any questions
about digital marketing or blog posts conversion rates, then leave us a comment and
we will get back to you. And don’t forget, if you want help with
your digital marketing, then you can request a free
website and marketing review from the very friendly ninjas
here at Exposure Ninja. All you need to do is go to
ExposureNinja.com/review, fill in a bit of information
about your business and about your goals, and one of our team will
record you a 15-minute video showing you how to increase
the volume of leads and sales that your website generates for you. There’s no catch, no obligation,
and it’s truly awesome. See you soon.


  • Exposure Ninja

    00:31 Step 1 – Create an eye-catching title

    01:50 Step 2 – Include Internal Links To Important Pages

    02:38 Step 3 – Use a Sidebar Call-to-Action

    03:56 Step 4 – Include Social Media Icons Prominently on Your Blog

    04:16 Step 5 – Include a Call-to-Action at the Bottom of Your Blog Posts

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