Whilst chatting to a coaching client the other day, the topic of blog post conversion came up. She felt that her posts should be converting better and despite the wisdom and advice I was sharing, she felt there had to be a magic plugin that would make her blog posts convert into more sales.
There is no magic plugin, it’s down to you. It’s down to what you write. It’s down to what information you share.
1. Know the purpose of your blog post
Each blog post has a different purpose, some are created with the intention of gaining subscribers (if you like what you are reading here btw, you can subscribe at the end of the post or to read via email in the sidebar), others are written to express an opinion or share advice. Others are written with the express intention of generating conversation and Twitter shares. When you start writing your post you should know in your mind what the outcome from that post should be.
2. Write for your ideal reader.
Don’t assume that your posts are read solely by your ideal reader, they won’t be but you still have to write them for her. Search engine traffic will be your ideal reader searching for you, she has to recognise that the post is written for her. You can have several ideal readers but each blog post should appeal to just one of them and not all of them. If you appeal to all of them you will have one confused posts with a message that doesn’t read right to anyone.
3. Write deep, share your knowledge
Back in my recruiting days we called this demonstrating your capabilities, you may call it showing your expertise. It’s the same thing. There can be a fear of if you show all, that you won’t get any enquiries. Let me reassure you: it doesn’t work like that. When you show your expertise you build trust, you start to create a bond with your reader – you are demonstrating, in the most authentic manner that you know what you are doing.
Have you ever skimmed a sales / squeeze page and thought “hmm, that looks flaky?”. The lack of depth in the writing has not reassured you, not made you feel safe so you have skim-read and moved on.
Build the trust and your copy will convert better, trust me on that. You don’t have to be the best writer in the world you just have to show that you know what you are talking about. Write more knowledgeably and your ideal reader will become a customer. She won’t if she thinks you have no idea what you are talking about.
- Write more how-to blog posts,
- Write more posts about why you do things a certain way,
- Write about how you get results
- Educate your readers so that they value you and share your words with their audience.
- Share case studies of your clients
- Share what you would have done in a topical scenario
- Show examples
Don’t be afraid of the detail, it’s what wins you customers. If you write light you are presenting yourself as a flake. You deserve better than that.
Bonus tip – Add a call to action
- Guide your ideal reader into taking action.
- Lead them to what you want them to do.
- Focus on one call to action per blog post.
Simple really, but all to often we forget the call to action or we leave it out because we think it’s selling. Guiding our ideal readers to subscribe, to share, to comment isn’t selling. Even inviting them to register attendance at a webinar isn’t selling. It’s extending an invitation and if you word it correctly you will be fine.
Examples of good wording (feel free to crib and adapt)
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