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Writing a Business Blog That Converts Leads

By 20th September 2017 No Comments

The post Writing a Business Blog That Converts Leads appeared first on ClickFunnels.

A vast majority of contemporary businesses are well aware of the fact that writing a blog can bring them substantial sales benefits. It seems like everyone has heard that B2B marketers who use blogs get almost 70% more leads than those that do not. In such circumstances, however, it becomes difficult for the brand to differentiate from its competitors.

It is not enough to simply write a blog anymore. You need to learn the advanced blogging strategies in order to attract potential consumers. That’s why in this article we are going to reveal 7 secrets for writing a business blog that converts leads.

How to Turn Your Blog into a Lead Generation Machine

Writing blog posts regularly is not easy but it is necessary to keep up with the latest market trends. According to a recent survey, companies that publish more than three posts per week earn almost four times more traffic than others.

This gives the most fruitful marketers the opportunity to get the foot in the door and differentiate from their peers. But how exactly can you do this? Let’s check it out here:

Write About Relevant Topics

The basic rule of business blogging is that your topics have to be trendy and relevant. Don’t burden your followers with marginal industry impressions. Get to know your target audience well and offer them contents that really deserve their attention.

Don’t get too promotional and aggressive on your audience – your aim is to generate leads but not to chase away potential customers. Being a regular blog writer, sometimes you will face a creative crisis. In this case, you can use online topic generators like Answer The Public.

Solve Problems

Most of the followers surf the Internet trying to find a solution to certain problems. For instance, they want to know how to repair a damaged car or the specifications of a new smartphone. As the blogger, you should provide them with practical solutions.

This is why today’s blog posts are getting longer. They are more informative and thus generate almost 10 times more leads than short-form blog posts. However, bear in mind that you shouldn’t give them all answers at once. Leave something for your Call-to-Action (CTA), too.

Always Include CTA

Speaking of CTA, this is the one element that you have to include in all blog posts. There are all sorts of CTA models that you can put into practice: eBooks, invitations to webinars, free trials, etc. It should be visible but also look like a natural part of your article.

You should use the readers’ emotions to attract more attention. Give your CTA a positive connotation to inspire engagement or even make the readers scared and angry. It may be risky but it proved to be a captivating emotion in some occasions.

Avoid Corporate Tone

Using a formal, corporate tone can make you sound like a machine and not a human. In your posts, you should present the brand values and reveal your human side. Make it more personal and closer to the average reader. If you are not sure how to achieve this style in the beginning, you can consult one of many professional editing services like Best Essays or Hemingway App to assist you.

Offer Perks

Free perks and benefits are usually the easiest way to generate more leads with your blog. These things come in various forms such as free shipping or discounts for new subscribers. It’s a one-time offer that you give in exchange for the reader’s personal information. Besides this, you can also offer your users personalized quizzes or tests to attract more subscribers.

Optimize Your Posts

Optimizing your blog post, you will increase the chances to be discovered through organic engine search. Keywords are an essence of SEO and you need to choose the ones that directly concern your business. You can use tools like the Keyword Planner to explore and pick the best options for the brand.

While writing, include a focus keyword in the title and the first paragraph of your post. Use it throughout the text but keep it under the 2% density. This way, you will maximize the SEO efficiency of your articles and allow a more productive organic search.

Analyze Your Traffic

If you want to generate more leads through the blog, not only that you need to write high-quality posts but you also have to monitor the progress and analyze traffic. Google Analytics can help you big time in that regard.

This free online tool allows you to see the number of visitors, where they come from, the bounce rates, etc. With such valuable information available in only a few simple steps, you can easily discover the best and the worst posts, the most attractive topics, and come up with new blog ideas.


Blogging is one of the basic elements of modern content marketing. You need to embrace it as a valuable source of lead generation but it will demand a lot of dedication and creativity. Using our 7 steps for writing the business blog that converts successfully, you’ll be on the right path to creating a series of inspiring posts. Feel free to give it a try and let us know in comments if you have some other secrets to share with us.

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