Conversion Theory: 8 Facts About Blogs That Convert Readers Into Customers

Are you ready to create a blog that turns fans into buyers? Welp, we hope so for obvious reasons. It’s a win for everyone—your fans and readers get the information they need, but they also support you by making a purchase or taking their next step in the journey to do so. Let’s take a look at conversion, and how to make it all happen with a solid blog post. These are the habits of high-converting, highly successful blog posts, and you likely already have the tools to make this happen on your blog with a bit of effort.

What Is Your Conversion?

Conversion doesn’t always mean a sale, though. For most people, the transaction is the goal. A conversion can refer to a page like an email list signup, or an event attendance RSVP. Most business owners will have different goals for web pages than blogs, too. Pages might be more about direct sales or contacting the business.

1 – Strongly Defined Conversions

laptop computer with blog web page on screen

Is your blog fitted with a feature to automatically project onto the wall? No? Why not? (We’re kidding, btw).

Blog posts that convert have a strong sense of what they want the reader to do—top down. That means the introduction and the set-up capture the reader’s interest and funnels them all the way down to the very action you want your readers to take. This post, for example, helps you define your conversion and create a blog post that converts using what we’ve learned are best practices.

But if you don’t want to do that, we’re going to be clear about the fact that we’re great at creating those posts for businesses, FYI.

2 – Highly Converting Blog Posts Are Helpful

As usual, our first intention is to help you in your endeavors. That’s what Google likes, and that’s what we love doing, too. But more than that, that’s what readers and customers need. That inbound traffic is valuable—they find you using a search engine because they have a problem and they want it solved. Imagine if they click on your post and find some answers, but also realize you’re the expert and you can solve it for them, or help them solve that problem. That’s what a highly converting blog post does.

You can also give some expert information to help a reader get started when it comes to solving their problem.

3 – Niche Blogs Convert

Which is better, a blog reaching 100,000 people with a general topic, or a blog 10,000 people read with a super specific topic? If your goal involves conversion rates, it’s the latter, because that option generally converts better. It’s best to engage the audience with a super specific topic—and the more they feel it speaks to them, the more likely your readers will engage, interact, and convert, even if the price for your services is higher than a competitor’s. Think about it—you’d like a specialist to handle your work, which is why it can even be better to hire bloggers who know a lot about your subject matter.

4 – High Converting Blogs Convert As They Grow

Concept of investment income and growth with tree in pot

Bottoms up for better growth, fun-shaped shrubbery!

Conversion is part of the growth process of your blog. If you have the capacity, you can optimize as you go. Even if you’re blogging twice per month, you don’t need a bunch of fancy tools to observe how blog posts perform and which posts result in traffic. You need to ask your customers how they found you. And if you’re looking to grow rapidly, you can use a tool like CrazyEgg.

5 – Blogs That Convert Involve Keyword Research

If you want to create a blog post that converts, don’t go in without the information you need. Great blog planning, in general, is 80% keyword research, 20% instinct. Keyword research gives you facts to build your topic and story, and it helps you define your niche. If you need to niche down, keyword research will help you get there— make sure to investigate those long-tail keywords fully. The other 20%? That’s all you. Keyword research tools won’t necessarily be able to tell you about the latest trending topic in a small niche. You find that stuff:

  • In industry conversations
  • At industry conferences
  • In public and private online discussions, especially on Reddit, LinkedIn, and Facebook
  • In controversial opinions expressed by influencers in your niche

6 – Loyalty Inspires Conversion

Don’t forget you also need to earn the trust of your prospects before any conversion happens. That usually doesn’t happen with just one piece of content, especially not a blog post. You need to keep them coming back for more, maybe with an email subscription to get notified about new blogs. You need testimonials on your site to prove your expertise and value. You need to give something to gain loyalty, and that’s what your content is for. Over time, your readers will feel loyalty, and that will increase the likelihood of conversion and the type of conversion they’ll make. If they’ve been following you for a while, that’ll help make a sale.

In addition to steady growth in viewership for inbound marketing, it works that way with existing fans. You need a consistent, persistent strategy. Bada bing, bada boom. Give loyalty to your readers, and they’ll appreciate your steady presence by making a purchase.

7 – Want To Convert? Be a True Expert (or Hire One)

Hand pressing Ask An Expert on blurred cityscape background

Click it. Do it.

In addition to the niche benefits we described above, a highly converting blog promotes true expertise. Aim to be an influencer, but don’t focus solely on networking and vapid conversations: truly know your topic, define your niche, and be generous with your knowledge.

8 – High Converting Blogs Have Strong Calls To Action (CTAs)

After you’ve inspired your reader, what do you do with them? It’s time to convert viewers! You need to have a strong CTA or call to action. Give them purpose and direction, or something free to try (like a lead magnet that collects their email address in exchange for some more in-depth content, like a guide). You’ve ignited their interest: now it’s time to guide them to the next step in their journey (your sales process).

Convert Viewers Into Buyers: Are You Ready to Put This Into Practice?

Create a blog focused on best practices (white hat SEO), high conversion, and informative content from the beginning—or optimize your existing content to do just that. As you’ve likely inferred from this process, it takes a LOT of work—but at Dominate With SEO, we’re here to help from start to finish. We’ll work with you to create a productive strategy, crafted with definition in your niche and aimed at helping your fans become customers. Ready to get started? Reach out to us today.

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