Your blog can potentially be your cash cow. Keyword – potential. If you’re only creating blog posts to drive a ton of traffic to your website, then you’re missing a lot. Each blog post you publish should be created with the ultimate goal of bringing in customers. That’s what content marketing is all about, right?

Don’t get me wrong. It’s great that your website is generating a huge amount of traffic and website visitors are potential leads, but how do you know they actually read your post and liked it?

That’s where engagement metrics come in. Don’t just look at the number of visitors you have. Rather, focus on your user’s engagement. Are they posting comments, clicking on your buttons, and checking out your other blog posts? Are they sharing your post and recommending other people to read it?

Optimize Your Blog for Lead Generation and User Engagement

While there’s no cookie-cutter template for blog posts that can ensure exemplary conversion rates, there are a few techniques you can follow to encourage reader engagement and maximize the lead generation potential of your blog.

What a High-Converting Blog Page Looks Like

Enticing and Compelling Headline

Headlines are the first thing that users read to determine if a specific blog post is interesting to them. This is why you need to come up with a compelling headline with a complete thought of what your users can expect to gain from reading your blog.

Catchy Banner Image

Users are becoming increasingly visual nowadays, so be creative with your banner image. Ensure that you’re using an image that is relevant to your content. Make it pretty!

Date Published and / or Updated

You’re not the only one blogging. There are many others out there who reference to other valuable content pieces. But, how do they know that your post is timely and updated?

One of the things I look at when I read articles is the date published, especially since the world of the web is ever-evolving with new trends and techniques. If you’re writing an article with statistics, a time and date stamp will let your readers know that your numbers are accurate and acceptable.

White Space

Can you imagine yourself reading a blog post that’s cramped with text? It’s hard to follow with just the eyes! No one likes to read long, wordy paragraphs.

Ensure that your blog has plenty of white space for your reader’s eyes to scan your posts easily. Break up your post into short paragraphs that are easy on the eyes. Push for readability.

Subheadings and Bullets
Subheadings and bullets also help break up your text into shorter paragraphs and simple sentences, as well as drive a point further.

Actionable CTA

Call-to-action buttons, if designed and placed strategically on your blog, can generate leads for your business. Use action words and verbs to encourage users to take action immediately.

Colors that stand out and remain in line with your brand colors enable readers to find your CTA button easily. Don’t make it hard for your readers or potential leads to take action. Instead, create actionable CTAs and point them to the right path to conversion.

Witty Author Bio

Be proud of what you’ve written! Include your author bio in every blog post to let your users know who you are. Don’t make your author bio a summary of your resume.

Include a tidbit of personal information that’s interesting, and place a link to your Twitter handle or any social media account.

The Final Request

You want to generate leads and improve your user engagement. There’s no harm in being upfront about it and asking your readers to post a comment outright.

A statement at the end of your post telling your readers that you’d like to know their thoughts will be elemental in getting them to share what’s on their mind. Include a simple request such as “tell us what you think in the comments section below” will let point your readers in the right direction.

Bottom Line:

Empower your content marketing efforts with these strategies and maximize the lead generation potential of your blog.

Treating your blog as a business asset will help you maximize its ROI. Optimize the layout and content of your blog to ensure readability and optimum user experience. Cluttered websites crammed with unremarkable content will deter your visitors and readers from clicking on that action button.

Be generous with the information you’re sharing with your readers and give them helpful tips, advice, and solutions. Don’t forget that for as long as you understand your buyer persona and target audience; you can better address their needs, wants, and challenges with appropriate solutions that will help convert them into customers.

About the author

Jomel Alos is a Content Strategist and Online PR Lead of Spiralytics. He’s obsessed with TV shows about designing like Tiny House Nation, Forged in Fire, and Ellen’s Design Challenge and eating burnt bacon.

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