Hello, my friend and a very warm welcome back. We are going to look at 12 reasons why your blog content is not converting?
Although blogging can be a wonderful hobby, eventually we all want to make some money.
You have a purpose behind every status update, photo, or video you post. It doesn’t matter if you are selling a product or service.
Your blog content should convert. What should you do if it doesn’t? Find out from this post…
This post may contain affiliate links. This means if you click a link and make a purchase I will receive a commission. The price you pay will not be affected.
1. You’re Talking Features, Not Benefits
You must make sure that all content you post is benefit-driven if you are looking to convert.
Many bloggers make the mistake of being too self-centred when creating content. This is not because they are narcissistic but because they feel that their prospects should know all the details.
This is the danger.
All of us are just a bunch of goldfish. We won’t stay if we don’t see the solution in 30 seconds or less.
You can certainly talk about features, but the most important “benefit statement” must be first.
2. You Aren’t Building Trust with Your Audience
Selling products and services online has the disadvantage that you cannot ask the prospect questions that could have helped you understand their objections to buying from you.
It’s likely that you are wasting money if you don’t address any objections they may have. Your content, especially your sales pages, must be awash in “credibility triggers” or “social proof.”
Are you a featured contributor to many major publications? This can be a great way to get noticed.
Do you have case studies or testimonials? Fantastic! These are also great! Are you able to offer a money-back guarantee? It’s a great idea! What about your FAQ page. Is your FAQ page up-to-date? Do you have one?
Your readers must feel that they can trust you. No matter how many credibility triggers you use, it might take some time to earn that trust.
You must be willing to help people build a relationship online. Be patient.
Email is an essential part of this process. I recommend that you begin building and nurturing your email list immediately.
Amy Porterfield says that 96% of visitors to your site aren’t ready to buy.
Common objections are the best way to ensure your content converts. You must convince your readers that you are trustworthy to be a success in this space.
3. Your CTA Isn’t Engaging Enough
At this point, I hope you are familiar with the concept of a prominent, clear call to action.
It is vital that all who read pieces of content you have published are able to understand exactly what you want them to do next.
You can achieve this in many ways, but it all starts with clever copywriting. It’s about getting to the heart of your reader and giving the solution to their problem.
It’s important to make sure your CTA is relevant to your content. However, it is also important to ask yourself if your CTA creates a desire to learn more.
Next, focus on the appearance, feel, and location of your CTA. You can attract more attention to your CTA (without making it too annoying), the better.
Do you think that a simple “subscribe here” box at the bottom of your post is enough? You’re wrong! Sticky sidebars and eye-catching graphics are all commonplace on successful blogs.
Keep in mind that the game’s name is a benefits-driven copy with an eye-catching design.
If you haven’t already, you should definitely use OptinMonster.
You can also invest your time and energy in creating compelling reasons for visitors to provide their contact information.
It’s likely that most visitors won’t be ready to purchase right away, but they may buy in the future if you create a relationship with high-quality content.
This brings me to the next point…
4. You Are Asking for Too Much, Too Fast
It is not easy to be patient. Marketers would love to see a positive return on all their efforts. We want it to happen today. Marketing is still about relationships, even though it can be frustrating.
It’s a marathon and not a sprint.
You might consider reevaluating your content if it isn’t converting. Is your content offering free content, promotion, or at most a substantial discount? Or are you trying to sell the entire enchilada right away?
It’s possible that you are wasting money.
It’s like dating. It is important to court your prospect, or woo them.
Your content is merely baited to draw them in for a deeper, more intimate conversation. This may or may not lead to a purchase.
If you rush things, your relationship may end before it has a chance to start.
5. There are Too Many Distractions
This is the one I have been most frequently seeing on this list. It makes perfect sense.
Once you have their attention, there are many things you would love for them to do on your site.
- You want them to purchase.
- You want them to subscribe.
- You would like them to schedule a consultation.
- We want them to like us on Facebook.
What happens when you try to achieve all these results simultaneously? It’s called “choice fatigue”, where you don’t have the option to make any choices at all. You must guide your visitors, one step at a time through this process.
6. Your Copy Is Too Dense
It’s time for you to rethink your strategy if you are still writing copy in the exact same format as your high school English essay.
Your average reader doesn’t have enough attention to read through long paragraphs of text. We expect them to be short and left-indented, with lots of subheadings.
But we also want to see plenty of beautiful images to break up the text!
Is it making content creation more difficult? Yes, it can make content creation more difficult. But, what good is writing if the reader doesn’t get past the first paragraph?
You can improve conversions by doing everything possible to keep your visitors’ attention on your landing page.
Video landing pages are a great way to keep visitors’ attention if you don’t have the graphic skills or budget for a designer. These are not difficult to make, contrary to popular belief.
One of the worst things you can do to convert visitors is to make them read through dozens of paragraphs before they understand why they are staying.
7. Your Design is Out of Date
No matter how great your blog post might look, it won’t make a difference to your conversion rate if it looks 5 or 10 years old.
94% of participants cited design-related reasons as the reason they didn’t trust companies based on their website.
This means that if you want visitors to convert to your website, your design must be great. You have to make it really awesome.
This does not mean that your site must have tons of cutting-edge effects and graphics. Not at all!
Have a look at the top blogs you follow. Are you surprised that most blogs have a black-and-white reading experience?
They might have attractive headers and opt-in boxes but that’s it. It’s possible, regardless of your budget.
Mobile responsiveness has become more important. But don’t let this scare you. It shouldn’t be hard or costly to implement responsiveness into your website theme.
8. You’re Not Using the Right Pronoun in Your Content
We’ve discussed the importance of focusing on the benefits and not the features in our previous discussion. But have you ever thought about the significance of the pronouns that you use in your sales copy?
This subtle change can make a big difference in your conversion rates. How? Why? It’s easier for prospects to visualize themselves taking action. For me, this is a good, better, best scenario.
Talking about the problems your prospect faces is a great way to get started.
But if you say “we do this” or “we do that”, it psychologically separates the reader and makes it harder for them to imagine themselves using what you’re offering.
A few sales copywriters will recommend that you tell your “superhero” story.
Some people think readers will stick with them if their language is “me, me and me”.
Your story is not something readers will be able to put up with. They want to know how they can improve their lives by listening to your story.
This is why it is important to use the word “you”. If you really want to get results, however, you might consider highlighting the Benefits of “I”
After you have told your story using “you”, and helped your visitor to see himself/herself as a buyer, it’s time to add the first person.
Clickz.com cites a study that tested two opt-in buttons. One page stated “create your account”, while the other said, “create account”.
Clicks on the “your” page were 24.91% less than those on “my”. Can you see why?
The “I” pronoun bridges the gap between reader and product. It allows readers to better visualize taking the desired action.
Pretty cool, huh?
9. You Are Not Creating Suspense
This is what I keep repeating because it will never cease to be true… The #1 job of a copywriter is to create suspense. Giving away valuable content is the new norm.
Despite the fact that some may be critical of “clickbait” headlines, they are still popular because they work.
This holds true for opt-in buttons and boxes with bright colours, arrows pointing towards them, countdown timers, and all other trappings of a prominent sales pitch.
Even with the best conversion-friendly design, you won’t get the results that you desire. Your reader must be aware of the promised benefit behind every click, no matter what.
The more tempting your promise, the more people will want it.
10. Your Offer Is Not Relevant
Even the most working promise can amount to waste on the wrong person. Offering prospects something they don’t need or want is the fastest way to drive them away.
How can you tell what they want and require? How well do they know you?
You don’t need to have a clear idea of your ICA (Ideal Client Avatar) or the fictional character that embodies your ideal client, so stop pressing the buttons and get it right away!
Once you have a good understanding of the person, you can start to create products, blog posts, and share content on social media that they will enjoy. You can do it.
Remember the quote by Seth Godin: “Don’t find customers for products.” Find customers for your products.
They are out there, hungry and thirsty for what you have… but if they don’t speak to you (and in their language), it’s very likely that they will do to someone else…
11. You Aren’t Spying on Your Competitors’ Methods
Okay, let’s say you have a good understanding of your target audience. You speak their language and offer them the things they need.
Even after all your hard work, it’s possible that your offer is not enough.
This might be due to a variety of reasons.
- It could be a suspense matter.
- It could be a design problem.
- It could be a matter that has to do with relevancy.
- It could be a problem of competition.
Unfortunately, there’s a chance that someone else is selling something similar to yours in a more saturated market than you.
What can you do to solve this problem? It’s time for a little geekery.
Do your homework. Look at what your competitors (successful) are doing to find out what is working and what lessons you can take from their success.
What are their words? What solutions are they promising? What design elements are you seeing on their landing pages and what do they look like? How do you see their opt-in/advertising boxes?
It’s not a bad thing to have many competitors. In fact, it’s a sign that there is money in your niche. If your offer is inferior to that of your competitors, then you might be in serious trouble.
You don’t have to be a millionaire to compete with the big boys. It’s all about finding the right juice to your offer, the stuff that will make them giddy about what you have to offer.
12. You Are Not Building Strong Relationships with Your Audience
Business is about relationships? This is what email marketing does.
Selling is not about being able to sell until your face turns blue. It’s not about collecting people’s data and sending them emails once a year. It is about trust-building.
Your prospects will trust you more if you provide more value via email.
Visitors to your website are unlikely to be ready to purchase the first time they visit your site. If you don’t capture contact information, you could be missing out on a lot of potential sales.
You may not be getting the conversion rates that you desire.
All we have discussed in this article boils down to deep and thorough knowledge of your ideal customers, their needs, and their wishes.
The more suspense you can create behind the promise you’re offering, the more relevant/elegant/approachable the promise is to that specific person, the better your results will be.
Please share me and follow me on Pinterest for more great tips.
Lisa. Founder and CEO of mistakesbloggersmake.com