You can publish compelling content that attracts traffic to your website, but if your blog isn’t optimized for conversions, those visitors are essentially useless. A nice simple layout that allows the visitor to quickly read -- or skim -- through your content is a must. Also, to reduce skimming, set time expectations at the beginning. Here on Entrepreneur, you will see each post has an estimated read-time at the beginning of each article. You want them to read the full piece of content, because if it’s done right, there will be a call-to-action built in. Aside from the actual piece of content, you will want to make sure you have a search function clearly visible, as well as blog categories -- if the reader is enjoying what he or she just read, make sure they can quickly explore more of your content. Make sure you have social share options that are simple to locate and enable commenting on your blog, but also try to incorporate ways to engage with hard-hitting stats or statements throughout your content. It’s a good idea to test multiple content formats, like video and infographics. There are five opt-in forms built into the infographic and a live-chat option. Use Google AMP to improve performance and user experience.
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Every business has a blog these days, so it requires effort to stand out from the crowd and convert readers into leads. You can publish compelling content that attracts traffic to your website, but if your blog isn’t optimized for conversions, those visitors are essentially useless.
All the website traffic and blog pageviews in the world mean zilch unless they are converting into leads and, ultimately, revenue for your business. Aside from content that will hold your reader’s attention, you need to focus on providing a simple user interface (UI) and pleasant user experience (UX). Here are a few simple tips to help you optimize your blog, turning it into a lead generation machine.
1. Design your layout to hold your user’s attention.
A nice simple layout that allows the visitor to quickly read — or skim — through your content is a must. Proper use of headlines and short bite-sized paragraphs makes content easier to digest. Also, to reduce skimming, set time expectations at the beginning.
Here on Entrepreneur, you will see each post has an estimated read-time at the beginning of each article. Seeing “5 min read” lets the reader know how much time it will take to fully read the content. You want them to read the full piece of content, because if it’s done right, there will be a call-to-action built in. If your content is being skimmed, you will have less conversion opportunities.
Aside from the actual piece of content, you will want to make sure you have a search function clearly visible, as well as blog categories — if the reader is enjoying what he or she just read, make sure they can quickly explore more of your content. Show related posts at the bottom to encourage additional content engagement. If your blog is WordPress-based, there are plenty of free plugins to select from.
2. Encourage engagement.
Not every post is going to go viral — there is a slim-to-none chance…
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