The Secret Key To Converting Search Engine Visitors Into Subscribers And Customers

by Robb Sutton

The key to any successful site or blog is conversions. Once that reader hits your page from a search engine or other online resource, you want to convert that reader into a regular subscriber or customer of your products and affiliate promotions. That is why we are all here right? To grow our blogs and hopefully make a little bit (or a lot) of money doing so? So what is it that successful blogs do that convert readers at a high rate to increase their bottom line?

There is a lot of talk on the web about where to place your newsletter subscription sign-up form, rss button and sharing icons, but what can you do to raise your conversions rates drastically to increase your business up and over that plateau?

Tailoring Your Content For High Conversion Ratios

I see a lot of bloggers that are taking all of the right steps and still not seeing any success. They create a free ebook to entice newsletter subscriptions, they are creating high-quality content on a regular basis, they have a logo and design that is clean and easy to navigate…but they are still spinning their wheels trying to figure out how to get those high dollar and subscriber numbers.

The Key To Success Is Attracting The Right Audience

One of the major mistakes that most bloggers make is ignoring their highest converting part of their blogging…the content. I’m not talking about just “quality content”, I am specifically targeting content that will draw in the exact reader you are looking for in your converting process. Who exactly do you need to land on your page and find value in what you are delivering?

When I set out to write Ramped Riding on Bike198.com (paid ebook on becoming a better mountain biker), I started writing a series of “riding tips” articles on my blog to attract readers who want to become better mountain bikers. These were not articles that were in the ebook, but separate, quality content that would preview what was included in the 130+ page paid ebook. This got my readers used to what I am able to provide in the world of riding tips and pre-qualified those readers as customers for the ebook.

Now…what about that search engine visitor that is reaching my page for the first time? They are searching for riding tips and happen to land on one of my in-depth how to’s. After they read the article that helps them with a specific aspect of their riding, they see there is an ebook on the site that can help them with even more…so they click on the landing page and find a more in-depth solution for their needs.

Do you see what I am doing?

I am pulling in quality, qualified, targeted leads on to my pages through my free content to convert on my paid content.

The same holds true for your free options as well. On RobbSutton.com, I give away a free eCourse and eBook titled Ramped Blogging. Do you think I would get a lot of conversions on newsletter sign-ups if most of my articles were centered around blog design? Absolutely not…so I write articles on RobbSutton.com that attract readers who want to become better bloggers. I then show them (you guys) how I do it and how I can help you do the same through my free and paid products (Ramped Blogging and Ramped Reviews). By doing this, I am solving your issues on the web by attracting the right audience through my free content.

When you go to draft your blog articles, you need to ask yourself a simple question before you hit the publish button.

Who am I targeting and what are they going to do once they hit my site?

Can you answer that question about your last 5 articles?

If you can not answer that question, you need to start taking a serious look at how you are planning out your content generation on your blog.

One of the common misconceptions when bloggers offer a paid product on their blogs is that they can not give away any free content on their blog about that topic. But…if you have no way to draw in free leads, then you are going to see low conversion ratios. By offering complimentary, relevant, free content related to your paid options, you are pulling in highly targeted readers that have a real need to purchase your paid options or sign up for your free ones.

Having a successful business, online or brick and mortar, is all about bringing in targeted leads that need your products and services. 1,000 targeted leads will always be better than 100,000 worthless leads, so as you chase the latest “hot topic” that is bringing in thousands of worthless visitors, try to focus on the profitable content that will bring you the 1,000 targeted leads that will drastically increase your bottom line and growth. It is not about high numbers…it is about targeted ones…

Image by Charlyn W

9 comments

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9 comments

Drezz March 29, 2010 - 10:44 am

It’s a lot like fishing. You need the right bait to land the fish you’re looking for. If you pitch out anything in the hopes of attracting everything, you may end up with nothing.

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Robb Sutton March 29, 2010 - 12:13 pm

Very good analogy actually. I like that one.

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A Sitting Duck March 29, 2010 - 12:21 pm

I think tools like “Facebook” and “Twitter” has brought so much life to blogs and they are much more fast paced these days.

Short videos can gain lots of subscribers, but it’s a great point made by Robb about the last 5 blog posts on your website.

I’ll take this on board…

Nice one guys!

David Edwards

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Robb Sutton April 3, 2010 - 6:12 am

Facebook and Twitter have leveled the playing field a little bit for blogs just starting out. Social media has given a voice outside of search engine results for beginning blogs trying to make it.

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Richard Scott | Jewelry Secrets March 29, 2010 - 6:54 pm

I really really need to do this:
Put quality, qualified, targeted leads on my pages! It’s been on my mind. I want to do it. What a pain… lol But, I’ve seen others do it effectively and I can tell it works. I need to get my butt in gear… Thanks for the wake up call.

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Robb Sutton April 3, 2010 - 6:12 am

Anytime Richard! Sometimes it is just one line that will get the creative juices flowing…

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New Look For RobbSutton.com And The Reason Behind The Madness | Robb Sutton dot com April 5, 2010 - 6:41 am

[…] believe that many readers are visually attracted to blogs (through the use of images like I have talked about in earlier articles), there is a balance between the two that can not be ignored.I have found success in blogging […]

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Bayu November 27, 2012 - 9:30 am

I chatted with: Randy Barnes who does a video blog and made me a beiveler in flip cams, cyclist and Top 50 Influential Blogger Robb Sutton, who I’m soo asking to be one of my mentors and real estate blogger Tom Royce, who’s

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Codrut Turcanu March 10, 2011 - 6:28 pm

Robb, I’d like to see a mini-review on how you turn your search engine visitors into sales for your ebook on the bike riding blogs… would you say that direct Google visits count for more sales than subscribers on your list?

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