How to convert your blog readers into leads

All articles | Marketing
Published Jan 08, 2020 | Written by Katie Hughes

If you’re blogging regularly, you’re probably expecting a return on your investment.

But while blogging can be an affordable and effective way to bring people to your site, unfortunately, it doesn’t automatically guarantee you a steady stream of new leads.

This doesn’t mean people don’t love reading your blog posts. They may come back time and again. Perhaps they view you as an authoritative voice in your industry. But still, they may not turn into leads.

The reality is that many people will just pop onto your blog, have a read, and then leave.

So how can you prevent these casual readers from disappearing without a trace? What tactics can you use to help convert them into leads?

Prompt newsletter sign-ups

If people are reading your content on a regular basis, they may be willing to sign up to your email newsletter. This is the most basic way to generate leads, and if you’re not directing people to sign up, you’re missing a trick.

You can make it really easy for people to join your mailing list by including a static bar with a “subscribe” call-to-action (CTA) at the top of your blog. Did you notice ours at the top of this page?

The only information your readers need to provide is their email address. If your content is good, there shouldn’t be any barriers to them sharing it with you.

Make your CTAs easy to find

Whether you’re guiding people to sign up to your newsletter or asking them to download an eBook or guide, your CTAs need to be easy to find. The end of the post, within the post or in the sidebar are often the best places to position them. You might want to set up an A/B test to see which location works best.

Write engaging CTA copy

You might not need a lot of copy on your CTAs, but this small piece of microcopy has a big job to do. It has to entice and persuade your readers that it’s worth clicking on.

Here are a few tips on how to write high-converting CTA copy:

  • Start with a strong command verb like “Download” or “Subscribe” to inspire action
  • Use language that provokes excitement, such as “Discover” or “Experience”
  • Tell them what’s in it for them, e.g. “Subscribe now for instant blog updates”

Vary your content offers

If people are reading your blog posts on a regular basis and you’re offering the same CTA with the same eBook every single time, you may never convert them.

Ideally, you’ll have a few different content offers you can use to engage your readers. You can then choose the most relevant CTA for the topic you’re writing about and therefore maximise your chances of getting readers to click and convert.

A good aim is to create a new piece of cornerstone content once a quarter. This means you’ll have plenty of opportunities to offer something fresh and interesting for your readers.

eBooks and guides are the most commonly used content offers. They are widely recognised as a great way of offering true value to prospects in return for their basic details. But, there are other lead magnets you can offer that may also result in the capturing of contact information. A webinar, video or podcast, for example, make great alternative content offers.

Provide content upgrades

If you don’t have the capacity to create new cornerstone pieces of content regularly, or you don’t have the resource for video or podcasting, there are simpler ways to generate leads. Why not include content upgrades?

A content upgrade is an extra piece of information that elaborates on or complements a piece of content a reader is already interested in, like your blog post. For example, you could offer a free download of a simple checklist needed to action the advice in your post or an infographic illustrating the key points you’ve made.

Reduce distractions

If you want your blog post to convert readers, focus on a single point and keep distractions to a minimum. You want your reader to really focus. This means guiding them along a single path, with no twists and turns to throw them off track.

So avoid going off on tangents and adding any unnecessary detail. Subheadings and bullet points can also be useful for guiding your reader through the narrative. Give your blog post a clear beginning, middle and end. Start by telling them what they’ll learn, tell them, and then finish with a summary - and a CTA, of course.


It’s a great feeling when you see that people are actually reading the blog posts you put all that hard work into. But it’s an even better feeling when you convert those readers into leads.

Attracting people to your blog is just half the story. If you want to grow your business you need to also be putting your efforts into maximising your conversions. Fortunately, the tactics in this blog are easy enough to put into action. You may not be able to create lots of content offers right away, but there’s nothing holding you back from the smaller quick wins like adding a newsletter sign up bar, positioning your CTAs so they are easily visible, and keeping your content focused.

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Published by Katie Hughes January 8, 2020
Katie Hughes