The Blog

At worst, blog content can be a forgotten section of a business website, seldom engaged with, and often overlooked. At best, it has the potential to be a key website feature increasing engagement, widening your audience, and driving sales.  

Mastering your blog content is key to ensuring it creates conversions and facilitates business success.  

Creating engaging, inspiring, and useful blog writing ultimately comes down to two key issues; blog pages need to be user-friendly, and useful. By maximising the usability of your website, and the quality of your content, you can be sure that your blog posts convert into results.  

Read on for key advice when it comes to your business’ online marketing strategy and how to make blog writing convert to sales. 

Creating useful blog writing content 

Above all else, your blog content should be useful, readable, and engaging. This is how you can ensure it is useful to your customers, and in turn that it directs them to your business. From the title to the closing line, your content should be optimised to ensure customer engagement. There are a few ways to do this. 

Firstly, your blog title should be something that will drive engagement. This could be by using a question that a customer is likely to type into a search engine, or by utilising a degree of clickbait. A title should be snappy and entice a website visitor.  

However, this comes with warning. An engaging title without an engaging article is one of the surest ways to lose a customer before they get to the end, and before your blog marketing content has chance to convert. If your blog title is a question, then your blog content needs to answer it. If you use click bait in the title, the article must deliver what was promised on the tin. 

When writing a blog post, always keep your audience in mind. Any blog writing needs to be simply and accessibly written. You are an expert on your business and your industry, and it can be easy to get swept away in the years of knowledge and use specific jargon that someone not in the industry just might not be aware of. Always write with your audience in mind and write at a level any person new to your business would easily understand.  

The finishing touch to a perfect blog is a well-integrated call to action. The call to action is a feature that ensures customers don’t just read your blog writing, but instead engage with it, and your company. 

Creating usable blog webpage design 

So now you have a well-written blog that is sure to keep your customer interested. The next step is ensuring that interest converts into engagement, and this is achievable through webpage design. 

You should always develop webpages with the user in mind and test your layout on a variety of mobile and desktop devices to ensure it is always a user-friendly experience.  

A call to action should be accompanied by easy to follow links that help the customer navigate your business website in the way you want them to. A sleek website design, that makes use of clear navigation links, and interesting graphics, is going to be far more engaging than a website that is disorganised or overcomplicated.  

Chat widgets can be an incredibly useful feature, helping customers to feel directly engaged with, and increasing the chance of a response. 

Do not be afraid to utilise web design tools to ensure your blog writing is converting. Tools such as heat maps, scroll, clickthrough, and SEO data are an ideal way to check whether your content is doing its job, and creating customer engagement. Taking a look at your data overtime will help you identify what works and what doesn’t and adjust your online marketing strategy accordingly.