According to HubSpot research, removing links, including your website’s navigation bar, from your landing pages can improve your conversion rates by up to 28%, at least for middle-of-the-funnel offers. When the main purpose of your landing page is to convert (like when you have a standalone landing page that someone views after clicking on a social media ad), there’s clear evidence that links are a conversion rate killer. But, what about the pages on your website that may have a form to fill out or have another type of call-to-action, but aren’t meant solely to convert (like the pages that describe your products or services or your business’ location)?
While website landing pages and standalone landing pages often share the goal of converting leads, your website landing pages serve far more purposes than a standalone landing page. For products and services pages and location pages on your website, linking out to more of your own content is a smart move.
By linking to your blog posts, for instance, you can provide more information to your readers and improve your SERP (Search Engine Results Page) rank. Whether you insert hyperlinks into the body of the text or offer blog post suggestions for further reading on the side bar, this is one best practice for website pages you don’t want to skip.
Here are four reasons why directly linking to your blog on your website landing pages can benefit you in the long run:
1. Blog Content Gives Readers More Information
The best website landing pages are clear and easily digestible. You want them to showcase your offerings, which means you don’t want them to appear cluttered or disorganized. In short, product and service description pages and location pages should be concise. But, what if it’s not enough for your readers? What if they need more information before they decide to buy from you?
In the modern e-commerce space, consumers are becoming increasingly discerning and hungry for more information. The more they know, the more confident and comfortable they’ll feel buying from you, which is why a blog filled with useful information should be a part of your online content strategy.
With blog posts, you can expand and supplement the content on your website pages. Your company blog can be the place where readers find more in-depth explanations and have all of their questions answered. When you add links to relevant blog posts on your web pages, you help potential customers find the answers they need quickly and easily.
2. You Can Address All Stages of the Buyer’s Journey with Different Types of Blog Posts
Potential customers in the Awareness, Consideration and Decision stages of the buyer’s journey are very different from each other. They want and need to know different things, and certain selling tactics will work differently on each. For example, new visitors to your website might be interested in reading about the basics, while educated prospects might be looking for more nuanced information.
Since website landing pages are visible to everyone, it can be difficult to appeal to all of your customers’ unique needs at once. That’s where linking out to blog content can help and even get more people to move through the phases of the buyer’s journey.
Image Credit: HubSpot
3. Buying Blog Content Increases Your Google Rank
The better your website performs in Google searches, the more likely you are to get clicks. There are many ways you can optimize for Google, but one way is to make sure your site has plenty of quality content. Adding blog posts is a great way to bolster your web landing pages because they not only provide more content, they also help position you as an expert in the field – which is exactly what Google tends to favor.
And you don’t have to fill up your blog with content on your own. Buying content for your blog from expert writers or blog services can be a great way to ensure the blog posts meet the high quality standards that Google rewards.
4. Embedding Blog Content Encourages More Leads
You might be concerned about directing customers away from web landing pages that contain forms or CTAs, but embedding blog posts can actually encourage readers to fill out forms and follow through on your CTAs. Once they check out your blog, people, especially those in the Awareness stage of the buyer’s journey, are more likely to have enough information to take the next step toward making a purchase. And since blog posts should always have a CTA of their own, you won’t have to worry about missing the lead.
As long as you have quality, targeted content on your blog, linking to posts on your web landing pages can’t hurt you. Customers will likely appreciate the chance to learn more information about your products and services your company.
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