If you’re using a business blog to demonstrate your expertise and get information out to your audience, you’re probably wishing they’d spend more time on your blog, right? At least long enough to get convinced they need to call you. There are a few ways you can encourage them to do just that.
- Make the search box easy to find. First of all, you have to have a search box. When people read your blog, they’re usually looking for something in particular, not just passing the time by browsing through what you happen to be saying that day. Make it easy for them to find what they need.
- List your most popular posts. Your most popular posts are most popular for a reason. They’re getting traffic because they’re resonating with your readers and providing value. Chances are that they’ll be valuable to new visitors as well.
- Get rid of clutter. The default is to think that the more you can put in your blog sidebar, the better: links to social media, links to your online portfolio, links to guest blog posts, opportunities to sign up for an e-book or whitepaper, contact info. . . . But when people are overwhelmed with information, they leave. So don’t give them a reason to leave.
- Include a subscribe button. A subscription form or RSS subscribe button isn’t clutter. You want people to be reminded that you exist and that you can help them. This is one of the most important things you can put in your sidebar.
- Improve your page load times. No one wants to wait for slow pages to load, and they won’t. If you make your pages load faster, you’ll increase the number of people staying on your site.
- Use a tone that matches who you are as a business. College English classes haven’t done us a favor. We learn correct sentence structure and punctuation, sure. But we also learn how to sound like people no one ever wants to meet: boring, laborious, blah. Make sure your writing matches your business personality.
A blog can be a fantastic way to show your target market that you know your stuff and that you’re the one they need to hire. But you’ve got to do it right, or they won’t stay long enough to be convinced.