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Does your company blog? If so, you’ve created not just a great platform for teaching customers and prospects more about your business; you’ve also built an incredible platform for generating email list signups, leads and conversions.

By adding a unique call to action to each of your blog posts, you can drive sales and turn your blog – something that many brands view as an informational asset – into one of your most profitable sales tools.

In this blog post, we’ll cover the reasons to add a call to action to each of your blog posts, as well as the best ways to customize your calls to action to match the content of your blog posts.

Why your blog posts should feature a call to action

When readers reach the end of one of your blog posts, what do they do? When you delve into your Google Analytics data, which pages are most frequently visited after readers leave your blog?

Blogs have some of the highest bounce rates – the rate at which visitors leave after viewing just one page – of all website. In fact, many blogs have bounce rates similar to landing pages and product pages – two far less informational page types.

This is because many bloggers focus entirely on creating content and spend barely any time on optimization. As readers come to the end of a blog post, there’s no path guiding them towards the next step in the website’s sales process.

Because of this, it’s essential that every blog post on your website features a call to action that guides users towards another page. This page could be a landing page, a long-form sales letter, a contact page or even another blog post.

Customizing your CTAs to suit your blog content

While most bloggers don’t add any CTAs to their blog posts, others add a generic (or sometimes, automated) call to action to each of their posts. This is typically a byline that links readers to a category page or a landing page for a specific product.

This is better than nothing, but far from ideal. If your blog covers a wide variety of different topics – from purely informational How To guides to the latest news – it’s important to have a call to action that matches the content you’re publishing.

Calls to action for informational blog posts

Informational blog posts – How To guides, case studies, and more – are typically the bulk of most company blogs. They’re designed to educate and inform and generally appeal to people who want to learn.

Because of this, it’s best to use a call to action that directs readers towards more of your informational content. Readers of informational blog posts are there to learn; they’re unlikely to respond to a link advertising a product or service.

Instead of directing readers towards a product page or landing page, send them to a similar informational blog post. You can also use an email newsletter signup form – if you have great content to share via email, many readers will register.

Calls to action for product-related blog posts

Not all of your company’s blog posts will be purely informational. Others might talk about a specific product or service that you offer and outline its advantages for your target audience.

The ideal call to action for this type of post is obvious: a link to the landing page for the specific product or service you’re talking about. Since readers are primed to the product or service’s benefits, they’re highly likely to click on your call to action.

In this case, it’s best to think of your blog post as a pre-landing page. In addition to informing customers of what your product or service offers, it also ‘soft sells’ them so that they’re less likely to bounce upon clicking through to your landing page.

Calls to action for news-related blog posts

Does your company blog cover recent news developments? If you report on events and developments in your industry, your calls to action should be designed to make readers subscribe to your email list.

Why? Because the type of readers that tune in to a news-focused blog are generally less interested in your product or service than readers that tune in to a post which specifically discusses a product or offers information.

In short, they’re temporary visitors who aren’t as likely to return unless a certain news event draws them back. By encouraging them to subscribe to your email list, you can create a communication link that you otherwise wouldn’t have.

Does your blog use customized calls to action in each post?

Every blog post you publish with attract a different audience, from your passionate supporters to people who only recently became aware of your business. Appealing to all of them with the same call to action is easy, but it’s far from effective.

By using a customized call to action for each post you publish, you’ll maximize the results your blog generates for your business. Before you click “Publish,’ for your next blog post, make sure the call to action matches the post’s target audience.