What steps to take to get more leads from your content
If your content is not helping you to generate leads for your business then what’s the point? No really… you spend all that time researching and writing but if it’s not going to grow your business somehow, what is the point?
There is so much content on the web today, do you want yours to get noticed, show you as an authority and build trust? Of course you do. So how do you improve your content to bring leads for your business?
How do you know if people are reading it and how do you know if they are not?
If you have taken a look at your Google analytics account you will have seen metrics such as bounce rates and page views but if you are like most busy business owners you were probably left feeling a bit confused, wondering how to make sense of it. Wondering how you can improve your content using this data that deep down you know is useful, some how…
How to spot poorly performing content and what you can do about it. If you have lots of content on your site, it could take you a long time to improve everything. That’s not realistic. So, when it comes to improving content, I like to go for the big, quick wins. The bigs wins are pages that are getting the most traffic but are performing the worst.
What should you measure?
Before you can identify the problem you need to make sure your analytics is configured properly (i.e. you are looking at a dedicated view with spam removed and your own visits removed). You also need to have a goal set up for you to monitor. E.g. downloading a lead magnet.
The metrics you want to look at are;
Bounce rate – tells you how engaged people are with your website (high bounce rate means they left after only looking at one page)
Time on page – tells you how engaged they are with your actual page i.e. did they read it?
Conversions or actions – tells you if they took the action you wanted them to take.
Lack of engagement with your content will mean lack of engagement with your site and and low overall conversions.
Case study 1: My client came to me with a common problem. She had traffic to her site but no conversions. No one was opting in to her mailing list even though she had multiple lead magnets across her site.
After an analytics audit I could see a pattern in the behaviour of the readers. Many would read one blog post then leave. I identified this by looking at the bounce rate of the landing pages. A high bounce rate indicated readers were not continuing on the website after the first page. They were only reading one page then leaving. It was clear the blog pages were not intended to be ‘one hit’ pages. After looking at the pages I noticed there was no obvious related call to action on the page. There were calls to action but none related to the topic that brought the reader in the first place. Your reader arrived at your page because they were interested in that particular subject, keep them on your website longer by creating more related content. Don’t expect your reader to order a coffee if your shop sign reads “Tea”.
So what should you do if this is happening to you?
Step 1: Identify your most popular pages with the highest bounce rate.
Step 2: Verify that a high bounce rate is not good for that page. (For some pages a high bounce rate is ok – e.g. your contact page).
Step 3: Create more content that is related and link to that throughout your page.
Step 4: Have a ‘related content’ section at the bottom of your post.
Step 5: Create a content upgrade to use as a lead magnet to enable you to capture the reader as a qualified lead.
Step 6: Create a goal for the content upgrade to measure the impact of this improvement.
Check if this worked for you: Did it lower your bounce rate? Did you see an increase in leads? What was the overall conversion rate of that page?