Blog posts are an essential part of content marketing — but if they’re not converting readers, you might be wasting your time.
Since you’re here, chances are you feel the same way about your company’s blog.
If you said yes to any of those questions, you’re in the right place. This article will go over 6 helpful copywriting tips for increasing your business blog’s conversion optimization rates (CRO).
You won’t miss out on the benefits a company blog brings to your brand anymore. Instead, you’ll be able to enjoy the credibility and revenue they generate for your business.
Want your blog to attract and engage more readers, develop stronger relationships with prospects, and convert them? Check out the rest of this article.
Blog posts can help attract more visitors to your company website, but that’s only half the battle. The real challenge is crafting posts that convert readers.
So, how can you make sure you’re doing this? Start by writing posts that benefit readers.
As a business, you're offering a product or service that improves people’s lives. That means your blog posts should show them how your offer does this.
Think about the blogs you read. Why do you read them? Chances are it’s because you like learning about the topic.
What makes you want to learn about these things, though? Chances are you’re interested in them. If you think about it more, a lot of the content is useful to you.
This information might help you figure out an answer to a problem. Or it helps you get something you want.
That’s what your blog should do for your reader.
Company blogs do well when they don’t publish content for the sake of it. Instead, they should relate to the problems readers are facing or a goal they’re trying to reach.
Here are some questions that’ll help you come up with useful topics for your audience:
The whole point of blog posts is to make your readers’ lives easier. Answering these questions should give you a running list of topics they’ll want to read. That way, you won’t run out of content ideas.
If you’re working in an over-saturated industry, you could feel like you’re repeating the same things your competition is saying. That’s not always true, and you can’t forget that no two businesses are alike.
Your business has gone through its own unique experience. That means you can provide your own insights to help your readers.
Writing about your business’ insights will also help you differentiate your brand from competing businesses. That’s another way blog posts increase your chances of conversions — they help your business stand out.
As long as your blog posts benefit readers in actionable and tangible ways, they’ll start relying on you. They’ll believe in your expertise and develop an affinity for your brand.
When customers trust that your brand will help them, they’ll be more likely to buy your products or services. So, make sure your content shows readers how doing business with you is the best thing for them.
Your company’s blog could hold the keys to your customers’ success and happiness — as long as they read it.
That’s why it’s so important to write powerful headlines.
A powerful headline grabs readers’ attention. It should entice the audience to keep reading. If your blog visitors can’t even make it past your headline, they’ll never learn about your business’ benefits. That means they won’t convert.
The amount of content people consume today means shorter attention spans. Headlines are, more often than not, the first and last things readers look at before deciding to keep reading.
If you want to make your blog posts sound worthy of your audience’s attention, your headlines should be:
Let’s use an example to see how these headlines read. Imagine you’re in the health and wellness industry. Your business is selling supplements commonly found in bananas, like potassium, vitamin B6, and vitamin C.
Your company’s blog should inform readers about the benefits of that product. It should also show how the product relates to their goals and concerns. In other words, it should appeal to the things they want to achieve and the fears they want to avoid.
Maybe your customers want to decrease their risk of heart disease. They might have digestive issues and need something to ease their discomfort. Whatever it is, make sure your headlines touch on these things.
For example, a headline stating “How to Improve Your Health” won’t generate much interest in your product. Why? Well, it sounds vague. Your audience will feel like it doesn’t relate to their specific problems, which means they won’t read it.
Now let’s see what converting headlines look like:
These headlines are much better than the generic one up above. They relate to your audience’s wants and needs. Plus, they show how your product can have a positive impact. That gives readers a reason they should learn more about your product.
With these headlines, your target audience will be more likely to read your blog post. By the time they’re done reading, there’s a better chance they’ll feel like buying your product.
Congratulations — you’ve just converted the reader into a paying customer.
Now, do the same thing for the rest of your headlines.
Strong headlines also make your blog posts rank higher on search engines.
The higher the searchability of your blog posts, the more traffic you’ll get. This can lead to more blog visitors converting.
It’s a numbers game. If you want to reap the benefits, make sure you include the right keywords in your headlines.
To help you find the right buzzwords in your headlines, use SEO keyword tools. Some of the best ones are KWFinder, Google Trends, or Ahrefs Keywords Generator.
These tools will help you learn what people are searching for based on popular and related keywords. They’ll help you decide which keywords to include in your headlines to make your blog posts rank higher.
Again, the easier it is to find your blog post on search engines, the more traffic you’ll get, leading to more conversions.
So, don’t neglect your headline’s SEO.
A call to action (CTA) is one of the most important things to get right before your audience converts.
If your CTAs don’t clearly lead readers to do what you want them to do next, they’ll click out of your blog post. That means they won’t subscribe to your newsletter, sign up for a free trial, or purchase your product.
To make sure your blog posts will convert readers, they need to include powerful and specific CTAs.
To start, decide what you want readers to do. Do you want them to sign up for a subscription? Join your newsletter? Add a product to their cart?
Once you figure that out, you can craft a specific message for your audience.
For example, don’t just write a vague CTA like “Submit” or “Click Here.” Instead, write the intended action and what your reader will gain if they do so. Try things like “Click here to get free vitamin samples now” or “Subscribe for more deals that’ll make you go bananas.”
A promise will entice readers to take action right away. This is also why it’s important to make sure it benefits them. Overall, when customers know what to expect, they’ll be more likely to take up your offer.
It’s also important to note that you shouldn’t mislead readers with your CTAs.
You want to provide an irresistible offer, but it can’t be too good to be true. If you fail to deliver on that promise, customers will feel confused and cheated. They’ll end up feeling that your brand is unprofessional and untrustworthy.
For example, say a reader subscribes to your newsletter for more information about your product. Instead, they’re bombarded with ads screaming at them to buy your vitamins. They’d feel annoyed and start thinking that your business only cares about profit rather than the customer.
This hurts your relationship with customers and your brand’s reputation in the long run.
So, make sure your CTA delivers what it offers.
It may seem trivial now, but the way your CTAs look can have an impact on a reader’s decision to convert.
To increase conversions, make sure your CTAs are clear and easy to navigate.
Readers will either ignore your CTAs or give up during the conversion process if they’re too cluttered or complicated.
For example, if customers have to click a different link and fill out a new form in order to convert, that’s already one too many steps.
Once readers are ready to convert, you want to ensure the process is as quick and smooth as possible.
That’s also why the position of your CTAs is important.
You'll lose your readers if they don't realize where your CTA is or if it's easy to miss.
Try to incorporate slide-in CTAs, pop-up CTAs, or full-page CTAs so your customers won’t miss opportunities to convert when they’re ready.
Here's how to craft perfect CTAs to improve your conversion rates.
Updating your blog on a regular schedule will also help you develop a strong relationship with readers.
If your audience knows they can expect helpful information from you on a consistent basis, they’ll start trusting you. They’ll rely on your expertise and authority. The longer you keep this up, the more affinity they’ll develop for your brand.
If you keep putting out content that benefits your audience, they’ll stay engaged with your brand longer. That kind of attachment will make them feel like opting into your offer is a good idea.
You don’t have to post every day, but you should stick to a schedule.
For smaller blogs, you can post 1-2 times a week. For bigger blogs, try posting 3-4 times a week.
Building a long-lasting relationship with your readers leads to long-term loyalty. Once you have repeat customers, you’ll be able to rely on them to support your business.
So, keep supplying them with new, relevant, and interesting information that helps them achieve their goals or ease their concerns.
It might be difficult to write at this rate now, but work up to it. Don’t sacrifice quality for quantity, though. Readers don’t want you to be spammy. Writing irrelevant, extra, or unhelpful content to reach your ideal posting rate will do more harm than good.
Remember, blog posts help you demonstrate your brand’s expertise. So if you publish content your target audience doesn’t care about, it’ll seem unprofessional and off-putting.
It’s always better to create meaningful blog posts instead of filler content.
If you’re worried about posting at a high frequency, start slow. Aim for one quality blog post a week. Then increase your posting rate when you’re ready. You could always hire a conversion copywriter to write them for you as well.
The most important thing is to be consistent and stay relevant in your customer’s mind. The more customers think of you as the solution to their problems, the more likely they are to convert.
You don’t have to trash your existing blog posts and start fresh. Even if they don’t already incorporate these tips so far, they’re still usable. For example, you can mine a lot of useful data from them.
Use analytics tools like Google Analytics to see how your blog performed. With this information, you can learn more about what your target audience wants to read.
Figure out the average conversion rate for each blog post. Then examine the anomalies.
Which blog posts got the most traffic but low conversions? Which blog posts got the most conversions, but less traffic?
This information will help you narrow down what your blog’s strengths and weaknesses are. When you know what you excel at, you’ll know what to continue doing. You'll also learn what you can improve on.
Let’s see what this looks like using the banana vitamins example from above. Imagine you decide to analyze your company blog’s performance. You notice that the most popular posts are the ones explaining why vitamins found in bananas are so beneficial.
That’s a good sign. It means potential customers are looking for more information about vitamins and health. This is an excellent opportunity for you to position your product as the solution they’re seeking.
Let’s say blog posts about exercise and sustainability get the lowest traffic. Not only that, but they also never convert readers.
What does that tell you? It shows that your customer base isn’t interested in learning about fitness or the environment — at least from you as a source. Instead, they want to learn more about how your offer can improve their lives.
This is good news for you.
Your previous blog posts can be a compass to point at the kinds of content your target audience wants to read. All of this information will help you figure out the direction of your blog posts, i.e., which topics will convert readers.
You’ve learned many different tips to improve your blog, but that doesn’t mean you have to apply all of them. There are endless strategies you can try to increase your blog’s CRO. It’d be impossible and even harmful to implement them all.
Deploying all of these techniques at once can distract you from your goal: giving readers useful information that’ll convince them to buy your product or service.
Instead, start slow. Try one thing at a time. If you find certain tips work better than others for your business, stick with them. Don’t fix what isn’t broken.
For example, if you’re satisfied with the consistent conversion rates you’re getting through posting just once a week, keep at it. Don’t stress yourself out by creating more content for the sake of it, especially if you’re not seeing any returns.
If you want to increase your posting rate, do it when you’re ready. There’s no problem with waiting until you have enough time, employees, or budget.
Balancing multiple changes at once can throw off your workflow. Gradual changes will help you yield the best long-term results.
A/B testing is a great way to experiment with changes. If you’re unfamiliar with the concept, A/B testing refers to comparing two versions of something against each other.
For example, you can compare CTAs to see which ones lead to a higher conversion rate.
Then you can determine which CTA you should use. If you find that one version is more effective at converting readers than the other, use that one on your website.
You can also use A/B testing to experiment with headlines, colors, fonts, and almost anything else you can think of.
The key is figuring out what your readers respond to. Knowing this will help you optimize your blog for maximum conversions.
You can use this step-by-step CRO process to test your copy and drive more revenue.
With these copywriting strategies, you can start improving your blog to convert more readers.
Your blog topics should provide readers with helpful information. They should also address your target audience’s desires and fears. Then they should show how your product or service is the best option for your audience.
If your blog does these things well, you’ll be able to attract more customers and develop a relationship with them.
Focus on building a sense of trust, authority, and credibility with readers to create a strong customer base. Readers will start developing an affinity for your brand and rely on the expertise you provide.
If all goes well, these efforts will lead to conversions. It’s not about the number of techniques you apply. Instead, it’s about using the strategies that work best for your business.
So don’t be afraid to experiment and see which of these tips work best for you.
Any of these tips will bring you that much closer to that conversion rate you’ve been dreaming of.
Want higher conversions on your landing pages, sales letters, emails, or ads? It might be time for you to work with an expert copywriter. I’ve driven tens of millions of dollars in revenue for hundreds of clients over the past 10 years — including some of the largest B2B companies and digital brands in America.
Using my words, I’ll tap into your prospects’ deepest desires, deploy my menagerie of psychological sales triggers, and prime them for the sale. The result? More wins for your business and more revenue and profits in your pocket. Sound interesting to you? Click HERE to learn more about my copywriting work and see if we’re a good match.
High-converting direct-response conversion copywriting for America's largest B2B companies and disruptive digital brands.
📍 Los Angeles, California