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How to Write a Blog Post that Converts

8/09/21

Content Creation, Content Marketing, Content Planning

Let’s face it: Writing blogs can be a bit taxing for any business or brand. It takes a lot of time, energy, research, and skill to craft a thoughtful blog. And when you do all that work for zero conversions? Yeah, it really blows.

The thing is, you can’t put out a ton of blogs to just boost your SEO and get more traffic (although it definitely helps). Because once your audience actually gets to your blog, getting them to convert is a whole other thing. If they show up and find little-to-no value in what you have to say, they’ll probably dip out as soon as possible. 

So, how do you write a blog that converts? We’re breaking down all the elements you need to get your audience’s attention, keep it, and get them one step closer to a beautiful, wonderful place called conversion. 

Write a solid headline

First thing’s first, to get people to convert, we gotta get them to read your blog. And to get them to read your blog, you gotta convince them it’s worth reading. Which, of course, starts with a solid headline.

Now, you don’t have to get all fancy and creative with it. In fact, it’s probably best that you just get to the point. But your headline should be a delicate balance between incorporating keywords (so audiences can find your blog) and showcasing value (so audiences read your blog).

…with primary keywords

Let’s start with keywords. And let’s use this very blog post as an example. Based on our headline, you can see we’re trying to rank for some combination of ‘blog + post + convert.’ Pretty cut-and-dry, yeah?

But with a little bit of searching ourselves, we can see that users are searching for those keywords along with the word ‘how.’ In fact, Google let us know that people are also asking questions like:

  • How do you write a blog post that converts?
  • How do I convert my blog?
  • How do I convert blog traffic to customers?

With the rising popularity of ‘how-to’ searches, it just makes sense to add that phrase to our headline, too. Thus, the headline ‘How to Write a Blog Post that Converts’ was born.

But if you find yourself in a fairly competitive space with a particular topic (or someone has already taken your headline), come up with some alternative headlines that still incorporate those keywords, like:

  • 5 Tips for Writing Blogs That Convert
  • Blog Posts Not Converting? Here Are 5 Writing Tips
  • 3 Reasons Why Your Blog Posts Don’t Convert

…that showcases value

While it might be easy to come up with a good headline using keywords alone, you also want to make sure it showcases value to your audience. In other words: What’s in it for them? What will they learn from your blog post? What’s the value of reading what you have to say?

We know that last one might sound a little harsh. But your headline has to let people know what they’re getting themselves into. 

So, using our headline as an example again, we know our audience will be able to deduce that by reading this, they’ll learn how to write a blog post that converts. Hell, maybe that’s what brought you here. And look at you now: learning how to write kickass, converting blog posts. We see you!

Use strong keywords

Now that we’re all hot and bothered from talking about keywords (oh, just us?) it’s time to use them in your actual blog post. That’s because a keyword-rich headline isn’t enough to get the visibility you want and need to reach your specific audience and — ultimately — convert your readers.

Once you’ve written your first draft and it’s time to edit your content, look for opportunities to add in keywords and phrases naturally. Remember the exercise we did with alternative headlines? Do the same thing here! Write out different sentences and phrases with your keywords — changing their order and even the verb tense (like adding -ing or -ed).

But if you find yourself still struggling with your SEO strategy, it might be time to invest in a company or business that specializes in it. 

Solve a problem for your target audience

One of the best ways to showcase your value and boost conversions? Helping your audience solve a problem. Think about it: If you write some words just for the hell of it, your readers have nothing to gain from it. But if you help them solve a problem, your readers will find hella value from it.

Again, take this blog post as an example:

Your problem: My blog posts aren’t converting!
Our solution: How to Write a Blog Post that Converts

We also see our amazing clients using this same strategy.

Victoria Levitan: Offers coaching and resources to people struggling to create video content for their business.

LISH Creative: Creates stunning visual content for businesses struggling to get noticed on digital platforms.

Everyday Money: Provides solutions for couples struggling with their finances and budgets.

See how each and every one of these badass women use their talent and skills to help others solve problems? It’s not only reflected in their businesses — it shines through on their blogs, too. Reader, take note!

Make your intro attention-grabbingkeeping

Once your headline grabs your audience’s attention, it’s time to keep it — but you don’t have very long. That’s why you’ve gotta make it count with a solid intro. 

Our advice? Don’t bog it down with an anecdote or a bunch of fluff that buries the good shit. Instead, keep it relatively short and follow a similar format that shows your audience you mean business:

  • The problem: Introduce the unique problem your audience is facing. Use this as a chance to empathize or relate to them.
  • The hook: Let them know they don’t have to struggle with that problem anymore — the solution is within reach!
  • The promise: You are the one with the solution, and you’re going to give them what they need to reach it. 

Write great content

You know when you click on an article because of the headline, then quickly learn that the actual content sucks? Yeah, we’re not here for any of that click-bait crap.

Like we said before, don’t write blog posts just for SEO. Or just for traffic. Write them because you have powerful shit to say! Write them because you have people to help! Write them because you have knowledge and skills worth sharing with the world!

And if writing’s not your forte, don’t sweat it! You have your own areas of expertise, and maybe writing isn’t one of them. In that case, it’s worth investing in some kickass content experts (hint, hint) or get a list of their preferred copywriters. Work with them to nail down your brand’s unique voice and tone, then watch their magic come to life.

Don’t forget a call-to-action (CTA)

And last but certainly not least, behind every great converting blog is a great call-to-action (CTA). The thing that literally calls on your audience to take action. The thing that gets them one step closer to sweet, sweet conversion.

But let’s set the record straight here: CONVERSION ≠ SALES.

Conversion means taking the next step — any step — to engage with your business and brand. Next steps like:

  • Downloading a freebie
  • Subscribing to your newsletter
  • Sharing your article
  • Signing up for a webinar or course
  • Listening to your podcast
  • Tagging you on social media
  • Leaving a comment
  • Scheduling a call
  • Asking you a question
  • Buying you a drink (maybe that’s just wishful thinking on our part)

And hey, maybe that next step is getting your audience to buy something. But be mindful of the fact that being pushy with sales might be a huge turn-off. 

Personally, here at Uncanny Content, we’re not dead set on adding CTAs to our blogs. It’s just not really our thing to add them here because we truly want this to be as helpful and educational to our people as possible. 

But for the sake of taking our own advice, feel free to subscribe to our newsletter so we can grace your inbox with even more knowledge. We promise we’re not annoying.

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