You set up a blog page for your business website to mainly focus on content marketing. You’ve properly plotted the steps and took notes of some tips to create a strong content marketing strategy. In another document, you’ve probably listed down the content topics that you think will catch your audience’s attention. Finally, you schedule your blog frequency to maintain consistency. It looks like perfectly planned out strategy. But how would you know if your blog is actually converting?
Aside from providing relevant and valuable information to your audience, your blog page should also serve its purpose of conversion. Content marketing’s goal is driving profitable customer action.
For other marketers, visits are considered as the primary metric in their content marketing strategy. Surely, it looks good that you have high numbers in this aspect. It means that your topics actually drive people to your blog. On the other hand, you should ask yourself if your audience is really engaged. Visits and engagements are totally two different things. One way to solve that issue is by having a killer blog design and blog layout.
No matter how well-researched and well-written your content is, your audience will not bother to read it if it’s not presented properly. Although there’s no one way to do this, there are certain elements that a blog layout should have for it to engage your readers.
What a High-Converting Blog Page Looks Like Infographic Summary
The Value of a Good Blog Layout
According to a study by Adobe, 38% of the people they surveyed said that an unattractive content/website layout would stop them from engaging. Furthermore, two-thirds of the readers would choose something beautifully designed than a plain piece of content.
Elements of High-Converting Blog Page
You should break down your blog layout into three major sections: blog post, sidebar, and header. The blog post contains your headline, byline & date, banner, content, call-to-action (CTA), social media sharing buttons, comments section, and related posts. In other words, this is the beef of your burger. It gives all the necessary information to your reader, access to more content, and an option to share.
Next, your sidebar has to have an About You section; top articles feed, list of blog categories, and a CTA for email subscription or other offers. Your sidebar serves as the dressing and veggies that go really well with your beef. It makes the experience richer for your reader and supports the taste of the burger.
Lastly, the buns are in the form of your header. This is what your reader’s eyes will quickly look at. It should be enticing and attention-grabbing. This section of your blog page contains the navigation panel and a hero image paired with another CTA. Your hero image should be an eye-catching image and strong tagline/copy to initiate customer action. Moreover, a CTA is there to keep your readers engaged always.
Infographic source: Spiralytics