Blog Traffic Conversion: Turning Clicks into Revenue

SUSO 09 April 2024

Find out how you can improve your blog traffic conversion rate and turn organic clicks into revenue by following this guide.

Author: Estelle Slabbert, Link Acquisition Team Leader

Estelle Slabbert

 

 

 

 

 

 

Attracting thousands of views to your company’s blog is undoubtedly a commendable achievement. Yet, the true measure of success lies in the ability to transform those views into tangible sales. With a strategically crafted blogging approach, you have the potential to generate up to three times more leads compared to traditional paid search advertising.

“According to an article published by LinkedIn, companies that publish 15 blog posts per month generate around 1200 new leads monthly. On average, that’s around 80 leads for each blog post published.”—bloggingwizard.com

Sustaining your audience’s interest in your blog content and successfully guiding them toward conversion can be a challenging endeavor. Crafting a highly informative and SEO-friendly blog lays the groundwork, but the alchemy that transforms visitors into conversions requires a more nuanced approach.

Undoubtedly, if your meticulously crafted blog isn’t translating into the desired conversion rates, there’s a missing link in the chain. Fortunately, knowing how to convert blog traffic doesn’t demand a mastery of rocket science. 

Sometimes, it’s the subtle tweaks that make all the difference – a strategic repositioning of a button, an adjustment in the size of your Call-to-Action (CTA) text, or even the milliseconds it takes for your page to load. Did you know that a mere one-second delay in page loading can potentially decrease your conversion rate by 7%?

Get to Know Your Conversion Rates

The linchpin in how to convert blog traffic is understanding the conversion rate, a crucial metric that warrants close monitoring. 

A conversion is essentially the moment when a website visitor takes action to fulfill a specific goal. In the realm of blog conversion strategy, one of the most frequent actions is the completion of a form. 

Elevating the significance of blog conversions within your broader content marketing strategy holds the promise of accumulating high-quality leads, ultimately translating into measurable sales outcomes. By fine-tuning your blog for optimal conversions, you position yourself ahead of the competitive curve.

While there isn’t a one-size-fits-all blueprint for boosting conversion rates, we delve into simple steps for mastering how to convert blog traffic by optimising your blog’s conversion potential, and additional insights to empower your approach. It’s an opportunity to gain a competitive edge and unlock the full potential of your blog as a powerful sales driver.

Understanding The Purpose of Blog Content

Creating blog content on a website serves several crucial purposes, contributing to the overall success and effectiveness of a digital presence. 

Here are some primary purposes:

  • Inform and Educate – Blog content is a powerful medium for providing information and educating your audience. It allows you to share insights, knowledge, and expertise related to your industry, products, or services.
  • Attract and Engage Audiences – Blogs act as magnets for attracting and engaging audiences. Well-crafted and relevant content can capture the attention of potential customers, keeping them interested and invested in your brand.
  • Improve Search Engine Visibility (SEO) – Regularly updated, high-quality blog content is a key driver for improving search engine rankings. Search engines favour fresh and relevant content, making blogging an effective strategy for enhancing SEO and increasing website visibility.
  • Establish Authority and Thought Leadership – Blogs provide a platform to showcase your expertise and establish authority in your industry. Consistently publishing valuable content can position your brand as a thought leader, fostering trust among your audience.
  • Generate Leads – Blog content can be strategically used to generate leads. By incorporating calls-to-action (CTAs), forms, or lead magnets within your blog posts, you can encourage visitors to provide their contact information, thereby expanding your potential customer base.
  • Drive Traffic to Key Pages – Blogs serve as pathways to other important pages on your website. By strategically linking to product pages, service offerings, or landing pages, you can guide visitors toward taking desired actions, which is precisely how to convert blog traffic.
  • Facilitate Social Media Sharing Engaging blog content can be shared across social media platforms, expanding your reach and driving additional traffic to your website. Social sharing also enhances brand visibility and can lead to increased brand awareness.
  • Encourage Repeat Visits – Regularly updated blog content encourages visitors to return to your site. By providing fresh and relevant information, you can keep your audience engaged and encourage repeat visits, fostering a loyal readership.

Creating blog content on a website is a multifaceted strategy that goes beyond simply conveying information. It plays a vital role in attracting, engaging, and converting audiences while contributing to the overall success of your online presence.

What is Your Reader to Revenue Strategy?

Unlocking the dynamics of converting readers into customers can be funnelled into an easy framework with just two fundamental pathways:

  1. Direct Links to Sales Pages – Directing readers to dedicated sales pages serves as a straightforward method for conversion. By strategically placing links within your content, you guide readers directly to the pages designed to facilitate purchases.
  1. Capturing Reader Emails and Emailing Them – Another (still) powerful avenue is capturing reader emails. This allows for ongoing engagement through email marketing, fostering a relationship that can ultimately lead to conversions. Building an email subscriber base provides the opportunity to nurture prospects over time.

Embracing this uncomplicated framework when deciding how to convert blog traffic provides clarity in your conversion strategy, setting the stage for evaluating and enhancing both avenues to maximise your conversion rates.

So, let’s delve into the critical aspects of optimising the traffic generated by your content towards key sales pages.

How to Convert Blog Traffic

Celebrating a healthy influx of blog traffic? Excellent! It signals the success of your content marketing. However, what if your ratio of visitors to conversions paints a less optimistic picture?

Without a deliberate strategy for how to convert blog traffic into leads, you might be missing valuable opportunities to gain customers. Initiating the journey with people finding your blog through social media, search engines, and other inbound channels is crucial. But what comes next?

Continue reading if you’re interested in learning how to close the gap between blog visitors, and leads, and ultimately turn them into paying customers.

Add CTAs

A call to action is like giving your readers a nudge to do something specific. It could be a cool-looking button, a submission form, or just some catchy text at the end of your articles.

Add Call to Action (CTA)

The secret to creating CTAs that work is to keep it real. Tell your reader what will happen if they click on the button or follow the link. Some of the best CTAs will include:

  • Subscribe here
  • Contact us for a free consultation
  • Sign up for a free trial
  • Learn more
  • Visit our product page
  • Share on Social Media
  • Leave a comment

Implement Relevant Internal Links

It’s important to position your blog as a valuable resource in the eyes of your audience. This perception is what encourages them to willingly share their contact details, download your content, or make a purchase.

Strategically linking to relevant internal content is key to ensuring that your readers can access all the relevant information on the topics that interest them. If you anticipate questions that your content doesn’t cover or fall outside your domain, it’s advisable to provide links to credible resources. This ensures your readers can find the answers they seek, even if it’s not on your website.

For instance, if your blog focuses on “How to build a kitchen island” you can add internal links to a page where they can buy or browse kitchen islands.

Implement Relevant Internal Links

If your content effectively addresses their concerns and confusion, your readers are more likely to convert and choose one of the recommended suppliers. However, exercise caution in choosing links, as irrelevant ones can diminish value and potentially irritate your readers.

Make the Most of Your Sidebar

Yes, your sidebar can increase your conversion rate. 

Many bloggers do not give it the attention it deserves and are losing out on valuable opportunities. 

  • Build rapport by using the sidebar to create a mini-author bio

sidebar to create a mini-author bio

  • Create a captivating opt-in lead magnet

opt-in lead magnet

  • Keep readers on your site by adding links to other relevant articles

adding links to other relevant articles

Add a Table of Contents

A content outline provides users with a clear overview of how you’ve organised the post. It enables them to determine whether you address their query or guide them through a path that sparks their interest.

Add a Table of Contents (TOC)

In its contemporary form, a table of contents also facilitates readers in swiftly navigating to a specific section within the article.

Use Clear, Descriptive Headings

Your blog content caters to both your customers and the broader target audience. However, your readers are not just focused on the content itself—they also value descriptive titles and headers.

Titles and headers need to be concise and straightforward. The objective is to assist your readers in swiftly locating the information they seek while establishing connections between various sections of your content.

Avoid squandering your readers’ time with ambiguous or absent titles and headers—this emphasises the significance of maintaining clarity, guidance, and descriptiveness in these elements of your content.

Use Engaging Design Elements

What are design elements? What catches your eye when you explore various blogs online? Of course, it’s the content, but I bet the layout and design play a significant role too.

Some blogs stand out for their unconventional and unappealing designs, to be frank. Blogs with horizontally scrolling layouts or those cluttered with animations might grab attention momentarily, but they often fade away because they fail to retain visitors’ interest.

On the flip side, there are blogs with polished, high-quality designs that are characterised by minimalist and subtle choices that you might not consciously notice.

Minimise Entry Barriers for Conversion

You’ve dedicated substantial time to constructing and refining your website, and you’ve made significant investments in your digital marketing strategy. Despite these efforts, your conversion rate remains disappointingly low. How is this possible?

The likely culprits responsible for this issue are conversion barriers – unseen yet potent adversaries undermining your business by silently deterring customers. Fortunately, there are actionable steps you can take to turn your website from a confusing digital labyrinth into a finely tuned engine for generating conversions.

Let’s identify the three most obvious conversion obstacles (to eliminate them), ultimately paving the way for a healthier website conversion rate.

  1. Unclear communication –  If your customers struggle to comprehend the functionality and benefits of your product, their motivation to make a purchase diminishes. It boils down to this fundamental principle: Tell them clearly what you are selling and why they should buy it.
  2. Your UX for conversion is too complex – If the registration and purchase procedures on your website are not clear or if the process is loaded with excessive steps, potential customers will likely opt for another product rather than navigate through your complex user experience.
  3. Your blog is not optimised for mobile experiences – Statistics indicate that mobile devices comprised nearly 57% of worldwide website traffic during the initial two quarters of 2023. This underscores the importance of not merely considering a mobile-friendly website as a nice-to-have feature but as an essential requirement for businesses aiming to engage and convert their audience.

Include Social Proof

The absence of trust signals (social proof) across your site is the ultimate detriment to conversions. Showcasing customer reviews, testimonials, ratings, social media mentions, awards, certifications, case studies, and security badges proudly assures your audience about the quality of your products or services and alleviates concerns about sharing personal information with you.

The Bottom Line

While attracting a substantial audience to your blog is a noteworthy accomplishment, the true triumph lies in converting those clicks into revenue. 

As we’ve explored the multifaceted purpose of blog content, delved into reader-to-revenue strategies, and examined practical tactics for optimising conversion rates, the key takeaway is clear: the alchemy of transforming visitors into customers’ demands attention to detail, strategic finesse, and a commitment to eliminating conversion barriers. By implementing subtle yet powerful tweaks, clarifying communication, and incorporating social proof, you not only enhance the value of your blog but unlock its full potential as a formidable sales driver. 

As you navigate the dynamic landscape of how to convert blog traffic, remember that success lies in the nuances, and with each strategic adjustment, you propel your business toward measurable sales outcomes.

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