Get More Business from Existing Blog Posts
Here’s a scenario: You feel like you should be updating your website with more frequent blog posts (you heard it was good for SEO), so you decide to write a new one. You spend a while brainstorming ideas, then come up with a good one: “How to guarantee a successful custom home theater project.” So you or one of your team members spends three to four hours crafting a well-written, SEO-friendly article aimed at bringing in traffic from your exact target audience: homeowners in the research phase of their home theater buying process.
It all goes well, and you launch the article. You blast it out to your email list and Facebook, and Google starts picking it up. Traffic ramps up, and you’re getting tons of clicks on the great article.
But the leads don’t come.
Your Google Analytics tells you people are clicking the link, scanning the article, then leaving your site and not coming back. What gives? The hits and clicks are there, but no one’s calling or even subscribing to your email list.
In my work with custom integrators, the reason I see over and over is: there’s no clear next step! Without being told what the next step is, the reader simply closes the tab and goes about their day. So, instead of churning out more blog posts, what can you do to improve conversions on your existing posts?
1. Have a clear Call to Action
Rule number one: Your website should have a compelling CTA all throughout. This includes on your blog post. End your article with an offer for a free consultation, and place the big, eye-catching “Schedule My Free Consultation” button right at the end.
2. Include live chat on your blog posts
Don’t make it intrusive -- just a small box, with a question relevant to the post within it. In our example above (How to guarantee a successful custom home theater project), use the live chat box to prompt the user with a question: “Seems like you’re interested in home theaters. Have questions about what it takes to get started?” To avoid it feeling intrusive, set the chat to open only once the person has scrolled past a certain point (indicating interest in what you have to say).
3. Content Upgrades
This is the big one, and so often overlooked!
People reading your blog posts are at varying levels of the buying process, and oftentimes they’re just researching. Some people are not ready to pull the trigger and contact you (it feels like a bigger commitment). But you don’t want to lose them — you spent your time and resources on getting them there, after all. So what’s the solution?
Create a free, useful resource that’s highly specific to the article they’re reading, and offer that thing in exchange for the person’s email.
For example: In our example article, “How to guarantee a successful custom home theater project,” we might include a Content Upgrade like:
- “Want the exact checklist we use to guarantee success on each custom home theater project? Drop in your email for instant access”
- Or, “Grab our FREE Home Theater Inspiration lookbook to use on your own project”
The point is to give readers something tangible and specific that uses your experience to help them along. Once you have their email, you can stay top of mind and nurture them along the buying process with automated emails, and even have your salespeople follow up with them and offer help.
4. Exit intent pop-ups (a.k.a. The Hail Mary)
A person who leaves your helpful, well-written blog post is likely to never come back. So if we’ve failed to convert them on our Big Irresistible Offer (CTA), our live chat, or our content upgrades, we have one last-ditch effort: the exit-intent pop-up. Pop-ups sometimes get a bad wrap, but the fact is they can be very effective (and useful rather than annoying), if done right. Throwing up a bunch of pop ups with little strategy behind them is a recipe for bad user experience and lost customers. But get it right, and they do work.
The trick? Offer something so valuable and contextually relevant that your users can’t ignore it.
In our home theater article example, you might prompt exiting users with:
- Learn how to save 30 percent over the life of your home theater.
- Overwhelmed by technology decisions? Get our free, comprehensive guide to the best home tech products based on over 120 home theater installs.
- Save 10 percent on your first project with us. Just drop in your email to lock in your discount.
That way, you’ll at least have the person’s email. You can set up an automated email “Welcome Sequence” or have your sales team reach out to them individually.
One study of almost 2 billion pop-up examples found an average conversion rate of 3.09 percent. Even if you’re only getting 500 visits a month, that’s an additional 15 qualified, interested people you can reach out to.
Get these things right and you’ll turn your blog post from a static web page into a full blown salesperson.