Starting a blog is easy. But creating content that converts is not as easy as you think.
Sometimes you know your keywords, write a great post after some thorough research, double-check your grammar, and have an amazing featured image for your post.
Yet, after you hit the big fat Publish button, you realize that people aren’t taking action after reading your post. So what really went wrong?
Probably, you didn’t optimize your blog post well enough for conversion. Here are a few points you can follow to write effective blog posts that convert.
1. Create Your Content According to the Buying Cycle
Before making a purchase, every customer goes through a buying cycle. This cycle essentially has 4 phases.
- Need – In this phase, the customer faces a problem, and there’s a need to solve it. But they don’t yet know how to do it. For example, a customer has a broken AC, but the reason why it isn’t working is not known.
- Initial Research – In the next phase, the customers understand their problem and looks to find a solution. So they try to find out if the AC needs to be repaired or if it needs to be replaced with a new one.
- Final Research – The customer finds the solution and looks for a good replacement. In the final research stage, they will look for a product that fits their budget and offers good service.
- Purchase – Finally, they find the product of their choice and make a purchase.
So if you want to convert a visitor through your post, you need to create your content in such a way that it covers all four stages of the buying cycle. It should consist of every information starting from why the problem arises, how to fix it, and finally, offering a product that can solve the problem.
But it has to be persuasive enough to take your reader through each step of your blog post until they finally make a purchase on your website.
2. Create Scannable Content
This point is related to the above tip. If you want to convert your visitors, you have to create content that is easily scannable.
No one reads the entire blog post unless it’s about something super interesting. People only scan through the articles rather than reading them in detail. So make your blog posts scannable. Using bullet points can help you do that easily.
Bullet points are like small headlines that don’t necessarily have to be complete sentences. Writing long sentences will only defeat the purpose of your bullet points.
Your readers should be able to look at these little headlines and know what it’s all about.
To make your content easily readable, keep your paragraphs short. The font and size of your text should be clearly legible to the reader. By using relevant images to break up the text and illustrate your key points, you can help your readers understand your post better.
The idea of writing your post should be to serve a very specific purpose, which is to offer a solution. If you can do that, readers won’t really mind scrolling down your blog posts for more and finally hit the Buy button.
3. Add Clear CTAs
A CTA or Call to action is a word, phrase, or sentence that prompts the reader to take a specific action on your website. They are usually designed in the form of a button and are placed on your website to direct visitors on what to do next.
A strategically placed and well designed CTA can be very effective in converting your leads to sales. It helps you convince your leads to take action on your website. This can be to read another blog on your site, to buy a product, to signup for your newsletters, or anything that your conversion goal might be.
Many of your visitors may be interested in engaging with your brand but they fail to do so because of the missing CTA to go to the next step. Not finding it on your site can simply confuse and annoy them. So make sure you never miss it.
4. Use Urgency
You can easily convert your blog visitors by generating urgency through your writing. It’s a very effective sales tool for marketers. The reason why urgency works so well is that it triggers a sense of FOMO (Fear of Missing Out) amongst buyers.
FOMO is a psychological phenomenon triggered by the thought that others are enjoying something in their absence. So they want to grab the opportunity immediately before it ends.
The idea that something we want is available only for a limited period is enough to trigger a sale, even if you’re not sure if you really want that product.
So write in urgency. To do that, begin your post normally and as you approach the conclusion, make your sentences get shorter and shorter. This makes your audience read faster, which in return increases the sense of urgency.
You can then incorporate the same urgency in your CTAs. This can be done by offering a discount to the first 50 members or adding a countdown timer to display that a sale is running out, etc.
You can also use products like TrustPulse to help you create urgency within minutes and without any coding. Having live sales notifications pop up while visitors are reading your blog posts is a great way to encourage them to buy.
Writing great blog posts is difficult. But once you know how to create an effective blog post that converts, you can easily turn your leads to sales and increase your ROI.