Content Marketing
How To Optimize Your Blog Page for Conversion

How To Optimize Your Blog Page for Conversion

November 21, 2022
6 min read

Don’t miss an opportunity to maximize your profits by neglecting to optimize your blog page for conversion.

Converting site visitors into paying customers is key to growing your business. By making your blog page engaging and easy to navigate, you’ll increase visitors’ time-spent on your page and heighten your chances of making a sale.

Increase visibility, build trust with your target audience and turn more visitors into leads with these simple ways to optimize your blog page for conversion.

Key Takeaways

  • Increasing your conversion rate, or frequency of conversion, is the most cost-efficient way to boost your profits
  • Businesses that blog get 97% more links and 55% more traffic to their websites
  • A visually pleasing, easy-to-navigate blog page demonstrates dedication to serving the needs of your target audience and strengthens your customer relationships
  • 90% of the data the brain transmits is visual, meaning that visual optimization of your blog page crucial to making a lasting, positive impact on new visitors

Make the most of your blog page by using a smart strategy that’s proven to optimize your conversion rate.

The Importance of Conversion

If your marketing strategy isn’t generating conversions, or turning site visitors into paying customers, then it’s time to make some changes. Without conversion, you’re likely not making any money. Increasing your conversion rate, or frequency of conversion, is the most cost-efficient way to boost your profits.

You may be thinking that conversions are already accounted for in your SEO marketing strategy – and doing so would sacrifice your potential profit. SEO is an important piece of the conversion puzzle but doesn’t secure a solid step towards sales. SEO helps generate top-ranking content but only optimized landing pages will encourage conversions.

The good news is there’s more ways to maximize conversion than just making sales. Generating a high click-through rate (CTR) heightens your chances of converting visitors and receiving:

  • New appointments
  • Filled-out forms
  • Newsletter sign-ups
  • Phone calls
  • Requests for a quote

These actions and any other that bring your business one step closer to making a sale counts as conversion. This means that increasing your conversion rate is as easy as setting up your website for success.

How Your Blog Page Will Help

Businesses that blog get 97% more links and 55% more traffic to their websites. More leads means more opportunities to convert those new site visitors into sales.

bar graphs show that businesses that blog get 97% more links and 55% more traffic to their websites

Image Source: WordStream

Blogging boosts your brand awareness, improves the ranking of your product pages and drives more traffic to your site. Know your audience, answer their questions and share high quality content. Doing so will demonstrate expertise and build trust with your readers.

Consistently posting helpful content is the first step towards optimizing your site for conversion. Step two is tailoring your blog page to encourage visitor engagement.

A visually pleasing, easy-to-navigate blog page shows readers that you’re dedicated to serving their needs. This strengthens the relationship between you and your visitors, making them more likely to sit back, relax and make a purchase.

Optimize Your Blog Page for Conversion

A well-crafted blog page is one of the best ways to increase your conversion rate. Don’t pass up the opportunity to make a profit and learn how to optimize your blog page for conversion.

Assign Categories

Assigning blog content to categories simplifies navigation and guides your visitors to information they’ve set out to find, leading to a satisfying experience. Satisfied users will trust your site and prioritize your company’s services when they’re ready to make a purchase.

image of category tabs on blog page for marketing agency

Separate your blog articles into 4-6 well-structured categories tailored to general subjects that interest your target audience. Assign each article to one category only and focus category names on keywords or themes related to your business, such as:

  • Content Marketing
  • Marketing Strategy
  • Search Marketing
  • Demand Generation

This allows you to quickly educate visitors and elongate their time spent on your page. The more valuable information they find on your site, the more likely they are to initiate a sale.

Feature Recent Articles on Your Homepage

Featuring recent articles on your homepage brings expertise to the forefront of your business. It shows readers that you’re dedicated to sharing quality information with your loyal readers.

image of featured articles on marketing agency homepage

Demonstrating consistency via your blog page is one of the best ways to establish trust in your community. When your target audience trusts you, they’ll view your business as a way to gain valuable insight and be encouraged to make regular visits. Frequent visits to your site will heighten the chances of raising your conversion rate.

Proper Calls to Action

Possibly the most important aspect of optimizing your blog page for conversion, effective calls-to-action, or CTAs, are key to seeing new visitors make a move towards conversion. Include a CTA or form in the second column of your blog page to kindly remind readers that making a transaction with your business offers great value.

For example, a marketing agency could suggest:

“Sign-up for our newsletter today to learn more about growing your business”

example image of proper call to action on blog page

Each CTA should feel like a natural request to engage with your business’s services. Sometimes all visitors need is a little nudge to sign up for your newsletter to increase their chances of making a future purchase.

Create A Two-Column Layout

A single-column blog page is better than no blog at all, but it’s not an optimized set-up for conversion. A one-column layout sacrifices features that will get you closer to making a sale.

Set up your blog page with two-columns to take advantage of benefits that lead to conversion. A two-column layout gives you the ability to share more content with readers while they’re viewing content on your page. See Marketing Insider Group’s blog article wireframe for a clear example of a two-column layout optimized for conversion.

Marketing Insider Group’s blog article wireframe optimized for conversion

Focus on general blog content in column one and highlight top posts and CTAs in column two. This introduces another site destination to readers and encourages them to keep engaging with your content. The longer visitors stay on your page, the more likely they are to convert.

A two-column blog also enhances overall readability, visual appeal and comprehension of content. Ninety percent of data transmitted by the brain is visual. This means that visual optimization of your blog page is crucial to making a positive, lasting impact on new visitors.

Social Buttons to Encourage Sharing

Encourage site visitors to share your content by making social buttons readily available.

social buttons featured on blog to encourage sharing options

Adding social buttons to your site will gently nudge readers to share relevant information to their personal social channels. This will boost brand awareness and lead to more traffic, ultimately engaging new visitors and increasing your conversion rate.

Shares on social media also helps to establish credibility. When your business communicates competence and trustworthiness, new visitors are more likely to convert.

Add Blog to Main Navigation

Make your blog page front and center to emphasize the value your business adds to your community. New visitors will want to capitalize on your expertise and spend more time engaging with your content.

image of blog tab on main navigation of marketing agency homepage

Alt-text: image of blog tab on main navigation of marketing agency homepage

Adding your blog page to the main navigation of your site also demonstrates your business’s dedication to consistently educating and caring for your customers. New visitors will view your site as a reliable source of information and be likely to convert when they’re in need of your products.

Demonstrate Consistency

Consistency is an important part of every relationship, but especially so with your potential customers. Keeping up with a consistent publishing schedule demonstrates that your content is stable and reliable, making potential customers more likely to pay for your services.

To keep up with your competition, post new blog content at least twice a week on Monday and Wednesday mornings. This is when most people are checking their inboxes and heightens your chances of engagement.

horizontal bar graph shows frequency of posts for businesses with blogs

Image Source: FirstSiteGuide

Although it can be challenging to crank out two new posts a week, it’s a key component to encouraging conversion. Revisit outdated articles and give them a refresh to keep up with consistency in your publishing schedule.

Create Article Template

Another way to show consistency is by formatting your content in the same layout. Using the same template makes readers feel comfortable because they’ll always know what to expect.

Establish a set template with the following features to keep your content credible and uniform:

  • Dates and authors
  • Engaging imagery
  • Links to top posts
  • Encouragement to share
  • Offers to events and downloads

These key elements demonstrate frequency and dedication to your readers. They’ll also encourage visitors to engage with your content and help boost your conversion rate.

The comfort and familiarity of a great blog post will build trust between you and your community, making you their #1 choice when it comes time to make a purchase. Check out Marketing Insider Group’s secrets to creating the perfect blog post.

To learn the basics of writing a blog post, enjoy the short video below.

Attention Grabbing Headlines

Grab your visitors’ attention by using headlines that peak the interest of your target audience. Once you’ve got their attention, they won’t be able to pass up the opportunity to click on your content and learn more.

Concise, catchy headlines are key to helping you stand out in the crowd. Databox reported that headlines are the most important blog element in terms of SEO and conversion.

bar graph shows importance of blog elements to SEO and conversion

Image Source: Databox

Draw your readers in with an intriguing statement or question to optimize your chances of ranking and raising your conversion rate.

Make More Sales Today

Start growing your business’ profits today and optimize your blog page for conversion. Doing so will enhance visitor experience, generate more site traffic and ultimately increase your conversion rate.

For more ways to highlight quality content on your site, check out our SEO Blog Writing Service now or schedule a quick consultation today to learn more!

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Michael Brenner

Michael Brenner is an international keynote speaker, author of "Mean People Suck" and "The Content Formula", and Founder of Marketing Insider Group. Recognized as a Top Content Marketing expert and Digital Marketing Leader, Michael leverages his experience from roles in sales and marketing for global brands like SAP and Nielsen, as well as his leadership in leading teams and driving growth for thriving startups. Today, Michael delivers empowering keynotes on marketing and leadership, and facilitates actionable workshops on content marketing strategy. Connect with Michael today.

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