If you’ve been blogging for a while and you are not seeing much in the way of leads coming from your blog, it is time to optimize your blog specifically for lead generation, rather than just search engines. Here’s how:
Add calls-to-action (CTAs)
I subscribe to a lot of blogs, but rarely do I see calls-to-action that are put front-and-center on the blog. Besides adding calls-to-action in the body of the blog post or at the very end, you can add banners to the top or side (you could do the bottom, too, but they might be less noticeable there). Work with your website’s developer or a design agency to put eye-catching banners together.
In your CTA, be direct. Tell your website visitor what to do (“Get access to a free 30 day trial”), how to do it (“Download your trial subscription here!”), and the benefit of doing it (“Start improving your blog’s reach, just as thousands of other small business owners like you have done!”).
Test to see what works
Some calls-to-action will be more popular than others, so experiment with wording, graphics, colors, placement, offers, etc. You can keep one call-to-action up for a week, then swap it out for another. Keep experimenting until you find one that gets a lot of clicks.
Update your CTA regularly
Don’t leave the same banner CTA up for months on end. After a while, repeat visitors will started ignoring that space, making it harder to convert them. You’ll know you have had the CTA up too long when click-throughs drop off.
Customize for different audiences
Since it is likely you have more than one target market, make sure you create a CTA that grabs each target’s attention. List out their different pain points and decide what would be most useful to them – a free demo, a free product trial, a free consultation, an introductory ebook, etc.
According to Hubspot, companies that increase blogging from 3-5x/month to 6-8x/month almost double their leads. That’s because the more fresh content you publish, the higher you will rank in search engines, making it easier for people to find you.
Does your blog generate leads? What CTA works best for you?
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