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Inbound marketing

Anatomy of a Blog Post that Will Convert Readers Into Customers

8-minute read

Your company blog is the perfect place to connect with customers more deeply than you can on social media. Rather than a short caption on their newsfeed, customers on your website are more willing to delve into the conversation. When they arrive at your company blog, a customer has either clicked through from social media, explored your website until they landed on the blog, or Googled for your keyword and ended up on your blog organically.

At this stage in the user journey, it is critical to use readers’ time wisely. Once someone is reading a blog post, they are poised to become a customer. If you can impress them, make them feel heard, provide value, and make it easy to take the next step—your company blog can become a conversion machine. Connect your blog with integrations like HubSpot and you’ll have an incredibly powerful lead generation tool.

Here’s the anatomy of a blog post that can convert casual readers into loyal customers.

INTRO: Bring up the unasked questions behind the query

Show that you understand the lives of your readers by naming the subtle context related to the blog topic. For instance, someone may be searching Google for tips on the best way to create an Instagram ad. But the context of that query is about far more than just Instagram marketing. 

They might be seeking reassurance that they’re not missing out on a fancy new trend. They’re craving for someone to speak directly to their confusion and anxiety while trying to learn a new skill to help their small business survive in a competitive marketplace.

Right off the bat, your blog post should speak to the readers’ emotional needs and reflect the context of their query. Hook them by demonstrating that you understand their needs. You know what it’s like to be them. You empathize with their situation. Their problems are valid, and you’re here to help. 

You should do keyword research to make sure you’re tapping into the potential of SEO so that you can rank for your keywords. But it’s also wise to conduct some research on customer language and incorporate these specific words into your posts. Explore online forums and review customer testimonials. Do they use the phrase “IT solution” or “data help?” Let customer terminology guide your blog posts.


photo of man using laptop


BODY: Align your content with the appropriate structure 

Whether you’re producing short articles or long-form posts, it is absolutely critical to align the structure of the post with the content. Use formatting and headings to make the content legible. It should be easy for your readers to follow the topic through headlines, chunks, and breakout quotes. 

Tell readers what to expect before they get into the article, and then deliver on that promise. This builds trust with your readers. For instance, if your article is titled “10 Actionable Tips for XXX” then your structure should be split into 10 sections. Use the same words in the body that you use in the title. Don’t say “suggestions” or “fixes” if you used “tips” in the title.

There are some anatomy tips that work best with certain structures. You might think that a one-size-fits-all strategy is best for formatting your blog posts because it provides a consistent experience for readers. But it’s smarter to adjust the format to the content.

Short-form posts should be highly readable and easily digestible. This type of content lends itself to being shared on social media. The value proposition of short content should be obvious and immediate. Long-form posts, on the other hand, are better for comprehensive deep dives. Readers are looking to understand the wider context of the topic as well as benefit from the expertise of the author. It is essential that long-form articles set out the structure very clearly at the onset. This gives readers an understanding of how all the upcoming information will fit together before asking them to read thousands of words.

business man people woman


CONCLUSION: Summarize and zoom out to position the post in the reader’s world 

Use the good old mantra to organize your post: “Tell ‘em what you’re gonna tell ‘em, tell ‘em, and then tell ‘em what they told ‘em.” Don’t underestimate the value of repetition. It’s easy to get distracted on the Internet. Notifications pop up, urgent tasks interrupt, and readers might lose their place in the article.

In your conclusion, you should briefly summarize the main points of your article—but do it in a brand new way. Speak to the results that readers could experience if they implement these tips. Conclude your article by zooming out to position your tips within the greater context of your readers’ lives. Don’t be so proud of your article that you forget to help readers apply the lessons to their work. 

Remember to thank readers for their time. Encourage them on their journey. Repeat what your company provides and introduce a bit of urgency but without any unnecessary pressure or drama. It takes practice to create balanced conclusions but it’s important to get this final moment right. If someone has made it through your article, the conclusion is your chance to seal the deal and convert them from a casual reader into a loyal customer.

black and red typewriter on white table


CTA: Include an enticing call-to-action (at the end, and throughout the post)

Your call-to-action is the key to conversion. If you don’t ask people to take the next step, they’ll simply click away from your site. You must retain them. Include a CTA at the end of your post but you can also sprinkle CTAs throughout the post. It’s okay to repeat yourself. Don’t do it verbatim, of course, but sometimes readers need to hear something more than once before they’re prepared to take action. 

Build up their confidence and then make the ask at the appropriate moment. Remember to frame your CTA as a benefit to the reader and not to the company. It should sound like an enticing opportunity to grow their company, improve their lives, or solve an annoying problem. You’re not selling the service you provide, you’re selling the result of that service. 

We’ll leave you with a few final tips for producing great blog posts. First, use attractive visuals, and make sure you keep your target audience in mind. Infographics are better for certain demographics and topics than others. Photos should visually and thematically reflect your customers. Second, use data points to attract attention but make sure the statistics are relevant to your topic and your audience. Third, simplify the language as much as possible. Use short sentences and straightforward anecdotes that don’t bury the lede.

When done properly, your blog can be a key engine for your website’s lead generation. Truu Digital creates platforms for businesses that allow them to connect with their customers and turn that data into revenue. Let us make blogging easy for your team, so you can convert casual readers into loyal customers with the flip of a switch.


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