man-791049_1280For ecommerce sites, converting visitors into sales is the common theme driving optimization strategies. While there are many methods available for organizations to use and optimize their site, maintaining a well-converting blog is one of the most sustainable.

Blogs are effective at winning a site a greater search engine placement and are flexible in how information is presented for conversion. Follow these 4 tips to optimize the conversion performance of your blog:

Tip #1: Write to Your Audience

Understanding the needs of your audience will guide the topics and writing style of your blog, increasing the potential of gaining more conversions. Depending on conversion goals, certain demographics will a more weight in guiding your topics and writing style.
For example, if your organization sells a maternity wear, you’ll want to cover topics and carry a writing style that reflects the demographic of soon to be parents. This topic and writing style would be entirely different for an organization that sells medical wear like scrub suits, caps, and shoe covers.

Tips #2: Use Your Topics to Relieve Pain Points

After you’ve information you’ve developed an understanding of your audience’s needs, position your content to relieve “pain points”. These are specific questions that your audience may have about certain topics. The answer to the question should ultimately be the product or service that you’re offering, positioning your blog for more conversions.

Tips #3: Experiment with Call-To-Action

The most important feature of a well-converting blog is an effective call-to-action (CTA). The best CTAs create a sense of urgency and funnels customers to a page for conversion.
The content should offer information about “pain points”, followed by a button or phrase that indicates a specific action. For example, if you’ve written a blog about the top 10 advantages of Enterprise Resource Planning software, have a button that directs the customer to a free trial or purchasing page.

Tips #4: Focus Content to Their Stage in The Sales Lifecycle

Another layer to your audience demographic is their stage in the sales lifecycle. This can vary greatly, depending on your organization’s industry and site traffic. Overall, there are 4 major stages of the sales lifecycle:

• Awareness: Customers are aware of a need, but aren’t entirely sure what it is. For example, a computer suddenly stopped working and the user isn’t sure why.
• Research: Customers know exactly what they need are looking for more information on a solution. For example, the user has found your blog and has learned that their computer is full of
Malware. They are now looking for an anti-Malware program.
• Preference: Customers have learned enough information about the problem to conclude a solution. This is where your call-to-action comes into play.
• Purchase: Customers are inspired by content and have made their conversion.

Offer content that caters to all 4 major stages of the sales lifecycle. More established industries will have more customer in the Research stages, like health and technology. B2C companies and newer industries will tend have greater variation in their sales lifecycles.

Blogs that optimizes to convert are an integral component of an organizations digital marketing. They work to improve the search engine position of your site and are effective tools in communicating information to your customers. The key is to offer enticing information on an issue or question, followed by a CTA for conversion.

With a deep history of developing successful digital strategies, Strongpages has generated significant result for a wide-range of clients. Strongpages offers extensive content development services that drives conversions and repeat business. To learn more about how content development services can lead to more revenue, contact Strongpages today!