When it comes to creating blog posts, a lot of marketers depend on the SEO side of things. They're so focused on traffic and writing themselves at the top of the SERPs that they forget to think about the most important thing: conversions.
But guess what? Traffic means nothing if it's not converted into paying customers.
You could get thousands of people clicking on your blog posts every week, but if you don't get them to take action once they are there, all your efforts have been in vain.
Because of this, in this post, we are going to show you not only how to write a ranking blog post, but also how to write a blog post that converts.
The tips below will show you exactly how to write a blog post that drives real customer actions. We will walk you step by step through the entire process, from brainstorming to editing and publishing.
All you have to do is follow these proven techniques and you will get a compelling blog post that will transform like crazy.
Ready? Let's start.
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1. Choose the right topics / keywords
The main reason blogs fail to convert isn't because of the quality of the content, but because they aren't writing about the right topics.
Therefore, step number one is arguably the most important part of the whole process. You need to think very carefully about the topics you want to write about and the keywords you want to target.
A high-converting blog topic does two things:
- Targets the right type of keyword (don't worry, we'll see what that is in a moment).
- Provides a solution to a customer problem
If you want to write a blog post that converts, you need to make sure you achieve both of these points. Here's how:
Look for juicy, high-converting keywords
We've written at length on the basics of keyword research here in the Blogging Assistant.
If you are new to the topic, we highly recommend reading our keyword research guide. And our summary of the keyword research software.
For the purposes of this post, I want to focus on a crucial part of the keyword research process that most bloggers overlook: search intent.
Scoring search intent is the most important part of the keyword research process if you're targeting conversions. Why? Because some keywords are inherently more likely to convert than others.
Customers go through a buying cycle before making a purchase. The buying cycle usually looks something like this:
- At the beginning of the customer journey, they find out what they are need.
- Next, they may look for a solution that suits their needs by taking some action first research.
- After that, they'll do some Final research (They might compare different products that offer a solution, look at reviews, or try to find the best deal.)
- Then and only then are they ready to meet them to buy Button.
At each stage of the journey, they look for different types of keywords:
- Informational keywords Help your customers figure out what they need to solve their problem early in the buying cycle. (Examples: keywords "how to," "tips," "best," and "guide".)
- Navigation keywords Help them find information about specific products, services and brands during the research phase or find their way to a specific website / store. (Examples: "Review", "Website", "App", "Business", "(Brand Name)")
- Transaction keywords help them find a place to shop. They are used right at the end of the buying cycle when the customer is ready to buy. (Examples: "Buy", "Deal", "Discount".)
All of the above keyword categories are fair game as they are all aimed at customers who are already in the buying cycle, but the further down the better.
Let's look at a real-world example to provide a little more context. Imagine running an online vegan meal delivery service and creating blog posts as part of your inbound marketing strategy. You've identified three low-competitive keywords in the "vegan" niche that you might want to target:
- Famous vegans in history
- How to make vegan pasta sauce
- Best website to buy vegan food
Which do you think leads to the least conversions? Bingo – number one.
Why? Because the search intent for that keyword suggests that the customer is not really in the vegan buying cycle. Keyword # 2, on the other hand, is a relevant informational keyword that may be worth targeting, and # 3 has the greatest commercial intent.
Solve a problem for your customer
The best blog topics for conversions are those that address a customer's vulnerabilities. A pain point can be anything your ideal client is struggling with, such as:
- lose weight
- To earn more money
- Repair your washing machine
The reason these types of topics get implemented so well is because readers looking for a solution to a problem are more willing to pay for that solution.
The trick is to make sure that you don't completely solve the problem within the post. Give them an answer to their question, but leave room for further assistance as they take action.
Here's a great example from K-Beauty blog The Klog:
They identified a pain point for their target customers (recurring pimples in the same spot) and wrote a blog about solving the problem. Crucially, however, they also gave their reader a reason to take further action by recommending some of their own skin care products that might help treat the problem.
2. Start with a great headline
Once you know what you're writing about, it's time to create a great headline. A good headline can do three things:
- Give you a better chance of ranking for your target keyword
- Attract the most clicks in search results
- Immediately engage your readers so they are more likely to read on and take action
All of these are important if you want to write a blog post that is getting the most conversions.
Creating a headline is a balancing act between SEO and clickability. The goal is to create something that will stand out from your competitors and encourage your reader to click until the end and read on.
You need to create a headline that will pique your readers' curiosity. It should be compelling and include your target keyword. It should have powerful adjectives, address your reader's pain point and provide them with a solution.
The type of headline you use depends on the topic you are writing for. Here are some common headline upconverting formulas and when / why to use them:
The classic headline is simple and effective. The reason it works so well is because right there in the header it promises a solution to your reader's problem.
The numbered list
Do you see that number in the heading of this post? It's not a coincidence. There is a lot of data to suggest that headings with numbers generate more clicks and social shares than those without.
Learned the headline lesson
Headings you've learned add a personal touch to your headings. You build trust by showing your reader that you've learned from experience.
The personal headline
Similar to the above, headlines about personal experiences promise the reader a solution to their problem based on your own experiences.
The heading of the question
Question headings are great because they show your reader that you understand the problem, but without giving away answers – they have to click through to do that.
The negative headline
According to a study by Outbrain, headlines with negative superlatives outperform those with positive superlatives when it comes to user engagement and clicks.
A great way to get an idea of what type of headline your audience might want to click is to see what's already in the ranking. Find your target keyword: what does the homepage look like? Are there any clear trends? How can you stand out from what is already there?
Bonus tip: Use tools like Sharethrough's Headline Analyzer to evaluate your headlines before committing to them and finding ways to improve. Sumo's headline generator is also great for developing headline ideas. I would also recommend testing A / B different headings to see which one performs the best.
3. Hook them right at the beginning
Did you know that 55% of blog post readers stay on the page for less than 15 seconds? Yes, 15 seconds – that's how long you need to get their attention.
15 seconds isn't enough to do anything, let alone convince them to sign up for your newsletter or make a purchase. If they bounce off your side immediately, they won't even get far enough to see your CTA. So what are you doing?
It's simple: you grab their attention and don't let go.
You hook them up for the first 15 seconds so they have no choice but to read on. And once you get them addicted, keep them busy enough that they will stay long enough for you to develop a relationship and get them into action.
That is why you need to make sure that the opening of your blog post is as compelling as possible. In your first paragraph, don't make the amateur mistake of being dry or academic. Be exciting and engaging. Reel them in and give them a reason to read by suggesting what is to come.
Here are some powerful ways to do this:
Use bucket brigades
Bucket brigades are “bridging phrases” that were originally used when writing texts that encourage the reader to read on. I am speaking of sentences like:
- This is the deal:
- Fun fact:
- And the best part about it?
- But guess what?
- But here's the kicker:
The reason they work is to suggest what's next. The reader has to keep reading to find out what that is.
Use bucket brigades in your mouth or wherever you think your readers might be tempted to hit the back button to give them a reason to stay with you.
The APP method
APP stands for agree, promise and preview. It's a formula for creating attention-grabbing openings that really appeal to your readers.
First, you include something that the seeker agrees with to show that you understand the problem they are facing. Next, you promise to solve this problem. And finally, give them a little glimpse into the future by outlining exactly what you will cover.
Tell them why they need to stay tuned
This technique seems pretty simple, but for some reason, few bloggers seem to be using it. All you have to do is tell your reader why they need to keep reading to the end. Just like this one:
- "Make sure you stay tuned because by the end of this blog we are going to reveal a secret _______."
- "And for all avid readers we have a special surprise in store. At the end of this blog post we will reveal something very special."
- "Oh, and I forgot the best: we'll end up being incredible bonus tips too – so stick with them."
Start with a question
Questions require answers. That's why so many smart bloggers start their posts with a question – that engages the reader. You have to read on if you want the answer.
4. Write great content
The rest of your content should be just as good as your intro.
The goal is to instill trust and develop a relationship with your reader as you read so that they will be ready to convert when you meet them with a CTA. And the better your content, the more likely it is that you will gain their trust.
If you can show your readers that you are an expert on the subject you are writing about, they will be more likely to trust you enough to take the plunge and hit the "Buy" button. Sign up for your newsletter. or whatever else you're trying to get them to do.
Here are some key tips for writing great content:
Use compelling equipment
Let me introduce you to the three types of belief: pathos, logos, and ethos. They appeal to emotions, logic and trust.
These are the three cornerstones of belief that move readers to action. If you want to create a blog post that converts, you need to set all three goals.
Appeal to emotion by making sure your content uses language that evokes the emotions of your audience. Appeal their urgency using short sentences and urgent language.
Appeal to trust by being personal in your content. Address your reader directly, write in first and second person, and give your content a little personality. Don't be afraid to use humor and show your audience that you are human.
And appeal to logic by making sure you sound like an expert on the subject you are writing about. Do your research and write the best, most informative, accurate, and comprehensive blog post on the subject.
Don't be for sale
The goal of your blog post is to get conversions, but your readers shouldn't know that.
The thing is, customers just don't trust content for self-promotion. According to a survey by Kentico, consumers generally trust content marketing materials, but the second time they try to drive a sale, trust drops.
If you only sign off an objective blog post with a product pitch, it drops credibility by almost 30%.
So the question is how do you get conversions without promoting yourself.
The key word here is moderation. The main point of your blog post should be solving your customers' problems and providing them with information. The "sales part" shouldn't take up much space. Ideally, your audience won't realize you're trying to convince them of something.
Write for your audience
Before you start writing, think carefully about who your target audience is and make sure you use language that speaks to them directly. For example, if your blog is geared towards CEOs, don't use the same language as you would write for, say, home mothers.
The more targeted your content is for your target audience, the more likely it is to generate conversions.
5. Add testimonials
Social evidence is powerful. Studies show that users who see user-generated content convert much more often than users who don't. In fact, user-generated content has been shown to increase conversion rates by an average of 161%.
The result is clear: you should include written testimonials in your blog posts if necessary. Try to include them on your blog post wherever it feels natural. Don't randomly paste them on the page.
The more social evidence you can give them while reading, the more likely they are to convert when you meet them with your CTA. Speaking of …
6. Your CTA is everything
Your call-to-action is probably the most important element on your blog post page in terms of impacting your conversion rate. With your CTA, you're encouraging the reader to do what they should, whether they're following you on social media, sharing the content with their friends, joining your newsletter, or making a purchase.
Your CTAs need to be clear, visible, but unobtrusive, and at least a little intrusive (just don't overdo it).
There are several ways that you can include your CTAs in your content, such as: B. Banners, popup lead collection forms, anchor text … you have the idea.
You don't have to stick to just one. I urge you to include multiple CTAs on each of your blog posts to give your readers the maximum number of conversion opportunities.
Here is an example from the coffee blog. As you can see below, while reading the content, there is an unobtrusive CTA to pop in leads:
You will then be hit again with another larger CTA when you reach the bottom of the page, just in case you need a reminder to sign up.
7. Format correctly
Writing an up-converting blog post is about both the formatting and the content itself.
Nobody likes large walls of text staring at them. Readers' attention spans are limited. Hence, the golden rule of thumb is to keep them busy by breaking the page into easily digestible parts that are easy to scan
- Write in short paragraphs (2-3 lines)
- Including common bullets, numbered lists, and pictures
- Use of many sub-headings (H2 and H3)
I like to follow the 300-word rule here. No single section of your post should be longer than 300 words. If so, break it up into different sections with a subheading.
I would also recommend treating your sub-headings like a mini-heading and using the same tips we mentioned earlier (see tip 2).
8. Use remarketing
If your blog readers aren't converting for the first time, all is not lost. You may have a second chance to get them to convert again using remarketing.
All you have to do is set up retargeting using tools like Google AdWords or ReTargeter. When a user clicks on your blog page, they're added to your remarketing list. You can then send them retargeting ads that they see when they scroll through social media or visit other websites.
9. Don't forget to edit
And don't forget to edit.
There's a reason editors exist. Writing is an overhaul process – it's rare to get it right the first time. Because of this, it is important that you polish up your blog post before you hit publish.
Use grammar (aff) to check for spelling or grammar mistakes and read it aloud to make sure it flows well. You can also use a readability testing tool to determine how readable your content is. The easier it is for your customers to read, the better the conversion will be.
At the editing stage, you'll also want to check that your SEO is up to date. Use tools like Yoast to make sure it's well optimized. Create a solid meta description and appropriate url slug, and add alt text to your images.
Over to you
That's pretty much it!
Now you should be ready to write a blog post that actually converts.
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