Blog Leads Guide
How to Generate Leads From Your Blog in 30 Days
A blog with steady traffic and no enquiries usually has a conversion problem, not a traffic problem. This plan spends four weeks finding the posts that attract buyers, giving each one a next step that fits, and measuring what happens.
- Free plan, written out on this page
- Works with the posts you already have
- Blog writing by an in-house team, never subcontracted
- Blog posts from $12.95 per 100 words
The problem
Traffic is not the same as interest
Look at the posts that bring your blog the most visitors and you will often find they are the least likely to produce a customer: broad explainers, definitions, posts that ranked by accident for something loosely related. Meanwhile the posts that answer buying questions, such as what something costs or how to choose a provider, get a fraction of the traffic and no special attention.
Most blogs also end every post the same way, with a generic "contact us" or nothing at all. A reader who has just learned what a problem is does not want a sales call. A reader comparing options might. Matching the ask to the reader is most of the work.
The 30-day plan
Four weeks from readers to leads
Week 1: Sort posts by intent
List your posts with their traffic. Tag each as early (learning about a problem), middle (comparing solutions) or late (ready to choose or buy). Late-stage posts with any traffic are where leads come from first.
Week 2: Give every post a fitting next step
Early posts get a related guide or newsletter signup. Middle posts get a checklist, comparison or case study. Late posts get a quote or consultation request, placed where the decision is discussed, not only at the bottom.
Week 3: Build paths between posts
Link early posts to the middle-stage posts a curious reader would want next, and middle posts to your service and pricing pages. Readers rarely convert on the first page they land on.
Week 4: Write one buying-question post
Take a question prospects ask before they buy, such as cost, timelines or how to choose, and answer it honestly in a new post with a clear enquiry option.
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Calls to action
A call to action that gets clicked
Use this list in week two for each post you update.
- It offers something the reader of that specific post would want next
- It says what happens after the click: a download, a reply, a call, a price
- It appears where the reader is most interested, often mid-post, as well as at the end
- The form asks only for what you need to respond
- The button names the outcome ("Get my quote") rather than the action ("Submit")
- There is only one main ask per post, so the reader is not choosing between five
Offers
Small offers convert early readers
Someone reading a beginner's post is not ready to request a quote, but they may take something small and useful: a checklist, a template, a cost worksheet, a short email course. That gives you a way to stay in touch until they are ready, and it costs them nothing but an email address.
The offer has to be specific to the post. A generic "subscribe to our newsletter" box converts poorly beside an article on choosing a roofing contractor; a one-page "questions to ask a roofer before signing" checklist converts far better, because it is the next thing that reader needs.
Measurement
Track leads by post, not just visits
Set up conversion tracking for form submissions, signups and click-to-call in your analytics tool, then report on which landing pages those conversions started from. After the 30 days, compare enquiries against the month before, and look at which posts appear in the paths of people who enquired.
Some posts will never produce a lead directly and still matter, because they bring readers into the paths that do. Judge them by where they send people, not only by their own conversions.
Further reading
More on blogs that bring in business
Why Your Blog Gets Traffic but Does Not Generate Leads
Blog traffic that produces no leads has one of five causes: wrong readers, no path, the wrong offer, a weak destination page, or broken tracking. Here is how to tell which.
Read articleHow to Write Strong Calls to Action for Blog Content
Strong blog calls to action name a specific next step, say what the reader gets, and sit inside the post where the need arises, not only in a footer banner.
Read articleHow to Turn Customer Questions Into Blog Topics
A six-step process for capturing the questions customers ask, choosing which ones deserve a blog post, and writing titles in the customer's own words.
Read articleHow to Calculate the ROI of Blog Management
The formula is simple; the inputs are where people go wrong. A worked example covering full costs, gross profit rather than revenue, attribution choices and a 24-month view.
Read articleFree proposal
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Questions about generating leads from a blog
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Not at present. The whole plan is on this page so you can use it straight away. If you would like a second opinion on where your blog is losing potential leads, send us your site address and we will tell you which posts we would work on first.
Usually because the posts that get traffic answer early, general questions, and every post ends with the same generic ask. Readers at that stage are not ready to buy. Give early posts a small, relevant offer, link them to posts about choosing and buying, and put a clear enquiry option on those late-stage posts.
Something short, specific and immediately useful to the reader of a particular post: a checklist, a cost worksheet, a template or a list of questions to ask a provider. It should take minutes to use. Long ebooks are harder to create and often less effective than one well-targeted page.
One main ask per post, which you can repeat, for example once mid-post and once at the end. Offering several different things at once makes readers choose, and many choose nothing. Secondary links to related posts are fine, as long as the main next step is obvious.
Yes. Our in-house writers write blog posts around your buyers' questions, with calls to action that fit each post. Blog writing starts from $12.95 per 100 words, short jobs typically turn around in 2 business days, and revisions are included until the brief is met.
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