Does your blog impress readers so much that they can’t wait to get your products …
… or is it a bit of an afterthought?
While it’s often tough to find the time to do content marketing, impressing readers can really improve your conversion rates.
Here are 7 straightforward ways to impress your readers and turn them into paying customers or clients.
1. Help Them Solve a Problem
What are your readers struggling with? What problem could you (perhaps quite easily) help them to solve?
For instance, WPBeginner has a glossary of common WordPress terms to help readers easily find out what specific words or phrases mean.
- Common questions that customers or prospective customers have.
- Any comments you’ve received that point to particular frustrations.
- Struggles that frequently come up in forums or social media groups devoted to your topic.
If your site helps a reader solve a problem – even a small one – they’ll think far more favorably of you.
They’ll also assume that if your free content can help them, your paid products or services will help even more!
2. Create Content That Goes Above and Beyond
Plenty of businesses – including your competitors – have blogs.
Sometimes, you might feel it’s not worth engaging in content marketing at all. I hear it a lot from beginners saying: there’s already so much content out there.
The truth is, a lot of that content isn’t particularly good. It might be hastily written, poorly proof-read, or confusingly structured.
Make sure that your content stands out by delivering something truly valuable.
Ask yourself what you could offer for free that other people in your industry would probably charge for.
That might mean:
- Writing long, in-depth blog posts (and publishing less often) – This is what we’re doing at OptinMonster – see an example post here.
- Creating comprehensive resources that you provide for free, like Neil Patel does with his Advanced Guides – here’s The Advanced Guide to Content Marketing.
- Spending extra time editing and formatting your posts to make them attractive and easy to read – Social Media Examiner always includes lots of screenshots, as in IFTTT Recipes for Social Media Marketers.
By showing readers the extent of your expertise, you help them feel confident about buying from you. Plus, great content encourages them to stick around – and the more they read, the more they’ll build up a relationship with you.
3. Offer Content Upgrades to Encourage Opt-Ins
Most blogs you visit will have one specific opt-in offer (“sign up now to get my free ebook!”).
It’s worth investing a bit of time, though, to create “content upgrades” – offers that give readers extra content related to the post they’ve just read.
As well as impressing readers with your expertise, this lets you get their email address – an important step in converting them to a paying customer.
To read more about this technique, see my article on how I increased my conversions by 845% using content upgrades.
4. Respond to Comments and Keep Comments Tidy
Although many readers never scroll down as far as the comments, the ones who do are likely the ones who are particularly engaged with your content.
You don’t want them to meet a wasteland of unanswered questions, unpleasant behavior, and unwelcome spam.
Instead, if a reader takes the time to leave a thoughtful comment or ask a question, you want to give them a prompt response. This won’t just impress them, but will impress other readers too.
If you’re struggling to keep on top of comments, consider posting slightly less frequently (this also allows for richer discussion on individual posts, as each post will get longer as the latest one on the blog).
5. Include Honest Testimonials that Mention the Buyer’s Worries
Testimonials are a huge selling tool. Don’t just pick the most glowing ones you’ve received: look for testimonials that mention a buyer’s initial worries or doubts too.
This not only comes across as scrupulously honest, it also lets you address prospects’ concerns.
For instance, at OptinMonster, we often hear: aren’t popups annoying? do popups really work? so we have testimonials like these:
I was once a disbeliever myself. I didn’t like popups at all. But we doubled our email signups, so the results speak for themselves, it just works. OptinMonster makes it super easy and is well worth the money. – Joost de Valk, Founder of Yoast
I hate popups, so I was hesitant to try one on my site. But the results from OptinMonster exit-intent popup speak for themselves. I doubled my subscription rate immediately without annoying my users. I haven’t had a single complaint. My only regret is that I didn’t start using OptinMonster sooner. I can only imagine how many subscribers I could have added to my email list! If you have a blog, then I highly recommend you start using OptinMonster. I’ve researched them all, and it’s the best in market. – Michael Hyatt, NYTimes Best Selling Author
6. Create a Sense of Event
Help your readers to invest their time in you and your blog by creating an event for them to participate in, alongside other readers.
This can be a great step toward building a paid community site or launching a product.
The ProBlogger’ “31 Days to Build a Better Blog” series of posts, which first came out in 2007, later spawned an ebook as well as the first month of the ProBlogger podcast.
You don’t have to do a series of blog posts, of course.
Other events that you could run to get readers more engaged with you and your content (and with one another) include:
- Webinars (live video training)
- Competitions and giveaways
- Live chats – e.g. on Blab or Periscope
7. Listen to and Use Feedback
Readers will sometimes offer unsolicited feedback (through comments, tweets, emails, etc) – but it’s also worth directly asking for feedback.
For instance, if you’re considering two possible new logos, then you could ask readers to vote for the one they prefer.
Using readers’ feedback helps give them a sense of ownership in your site. It also shows that you care.
If a reader emails you with a blog post idea, and you write it the following week, then email them to let them know. They’re going to be impressed and even flattered.
We do this all the time at WPBeginner, and often these readers go on to share the post and become loyal subscribers.
You can also use surveys to get big-picture feedback on the direction of your blog. Make sure you share the results with your readers too.
It shows you’re not just a faceless organization, but someone who cares and responds, and who wants to deliver what they want.
Bonus Tip: Keep Wowing Your Readers Once They Become Customers
Once someone’s bought their first product or service from you, you want them to buy again. It’s a lot less hassle to keep an existing customer than to get a new one.
Go out of your way to impress and surprise your customers. You don’t have to do anything expensive or time-consuming – even little gestures matter. That could mean:
- You give them something extra that they didn’t know they were getting – not just a discount on another product/service, but something free. It doesn’t have to be anything big.
- You’re highly responsive to customer support requests – even if that means investing extra resources in your support team.
- You’re proactive in helping customers get the most out of their purchase, perhaps by delivering quick tips by email, or by offering easy-to-read support materials.
- Where possible, you offer a personal touch – perhaps emailing a customer directly when you have a new product that you know might interest them.
There’s no magic way to guarantee turning a specific reader into a customer … but if you follow these tips, you’ll find that you have more readers (because your content is hugely attractive) and more customers (because readers get to know you, trust you, and like you).
Have you used a particular technique on this list to wow your readers – or have you got an extra tip to suggest? Drop a comment below to share your experiences.