Turn Your Blog Posts Into Landing Pages

Creating a website that will help you sell services or products is hard but doable. It has to be appealing to both visitors and search engines if you want to have at least decent traffic. But, what matters more, is to have satisfying conversion rates once your traffic is high enough. For this, you can make some subtle changes to your blog posts and give each of your posts a purpose. With proper optimization and a bit of effort, you can upgrade your blog posts to behave like landing pages, and convert your visitors into customers.

Turn your high traffic blog posts into converting pages

If you have a steady stream of visitors on your website, you can use your blog posts to further motivate your visitors to take action. All you need to do is to make some adjustments to your website and capture their attention. You won’t exactly turn your posts into landing pages, but you will use the same approach when modifying your content. As a result, your blog posts will act as landing pages and will persuade your visitors to convert.

Before you proceed, it’s necessary to understand the difference between blog posts and landing pages.

What is a blog?

Many companies are using blogs to share additional information with their visitors and potential customers. That can be news, announcements about events, or reviews and instructions about services/products. When properly optimized for search engines, each of your blog posts can:

  • help you get better ranking positions in search engine result pages (SERPs)
  • increase the traffic of your website
  • allow you to establish yourself as the authority in your field
  • establish closer connection and relationship with your audience
  • increase the number of conversions

What is a landing page?

In simple words, a landing page is a page that has a single goal or message. That is, to motivate visitors to take a particular action. It can be to:

  • subscribe to your mailing list
  • download specific content
  • buy some of your products
  • share the content further
  • generate leads
  • and more

In essence, landing pages can be a powerful addition to your marketing and business strategies. They are different from blog posts but they share some similarities.

Mockup of a homepage of a WordPress website.
Make sure to explore all the differences and similarities between landing pages, homepages, and blog posts.

To take the most benefits from your already existing blog posts, you can modify them to act as your lead generator in different ways

Choose what action you want visitors to take before you turn your blog posts

The hardest part is to decide what action you want your visitors to take on your blog posts. Since you are taking the landing page approach, it’s desirable to choose only one action. It has to be clear, short, easy to follow, and nonintrusive. Usually, this call-to-action (CTA) is about:

  • subscribing to your newsletter
  • sharing information on social media
  • commenting on your blog posts
  • further exploring your website
  • accepting a particular deal (usually with a discount)
  • getting in touch with your company
  • buying a product or service
  • and others

Typically, it will depend on the industry and the type of your WordPress blog.

Turn your blog posts by modifying the format and design

Once you have decided about what goal your blog posts will have, it’s time to properly format content and modify the design. The best-designed pages are those who speak for themself. They subtly lead visitors to take action while exploring your content.

First, it will be necessary to clear the page from unnecessary elements. Anything that can cause distraction and lead visitors away from the main goal should be removed. Second, reformat your content by taking the “white space” into consideration. It will help emphasize relevant parts on your page. Third, use color, contrast, intensity, and proper typography to distinguish your CTA from the rest. Finally, if necessary, use directional helpers like arrows to guide your visitors to the next action. If you are having problems coming to the right design ideas, it’s always better to hire professional developers than creating something that won’t work.

Learn what your audience needs

In general, this means focusing on a singular thing that your page visitors care about. Explore this before you decide which CTA you will use. If they are interested in your specific product, dedicate the entire blog post to that product. Provide relevant and accurate information and gently lead them toward taking an action. If you offer too much on the same page, it may be confusing for them to take the right action.

Decide which type of CTA to use

It’s not the same as the CTA goal. To explain it better, this means the way you want to present your CTA to your visitors. Whether it will be a CTA that shows right away, is nestled within the content, or pops up at the end of your content. There are several types, in general:

  • Welcoming CTA – shows as soon as visitors enter your blog post.
  • CTA through links – can be in the middle of content, or at the end.
  • Slide-in CTA – appears from the sides as the user scrolls down, for example.
  • Sticky CTA – remains on the side of the page as the user scrolls down.
  • Timed CTA – like pop-ups that are set to show after a specific period.
  • Exit popups – appear when visitors want to leave your post.

Overall, there are many WordPress plugins that can help you easily implement CTA to your blog posts. However, no matter which type you choose, make sure they are not too annoying and disruptive. Especially on mobile devices.

Use special offers

One of the ways to make your website an effective marketing tool is to offer something to your visitors. Some special offers, benefits, deals, discounts, or other conveniences they can use. For example, don’t just surprise your visitors with an invitation to subscribe to your mailing list. Offer something in return. Such as free eBooks or tutorials.

A red sign showing the “Special prices” offer in a store.
Just like in offline stores, make sure to give an attractive special offer.

A/B Test your options

Remember, one of the most important parts here is to test everything before deployment. Every change you are making, every choice, needs to be carefully evaluated with A/B testing. Basically, you should form test groups and compare different results. Eye-tracking and heat mapping are excellent ways to gain more insight into how users behave on your pages. But for conversion, you will need to directly compare different options. As a result, you will find the most effective way to persuade your visitors to take the desired action and convert.

A company’s customer filling in the survey for a website on paper.
You can take surveys when testing different options.

By using the same approach landing pages use, you will be able to turn your blog into a powerful conversion tool. When you have many visitors and want to utilize it, even more, try to turn your blog posts into landing pages look-alikes. At least in a sense of primary goals and concerns.

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