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- LBD #068: What do you optimize your pages for?
LBD #068: What do you optimize your pages for?
Reality check: What’s the purpose of optimizing your SaaS blog?
Shubham Davey
December 21, 2024 • Estimated Reading Time: 5 minutes
Driving organic traffic is great, but converting that traffic into sales is what truly matters for your bottom line. Many startup founders focus solely on SEO metrics while neglecting the crucial step of optimizing their pages for conversions.
Attracting visitors to your website is only half the battle. The real challenge lies in turning those visitors into paying customers.
Your analytics show impressive visitor numbers, but your sales don't reflect this traffic influx.
This disconnect between high traffic and low conversions is frustrating and can seriously impact your business's growth and profitability.
The consequences of prioritizing traffic over sales can be severe.
Furthermore, focusing solely on organic traffic can attract the wrong audience – visitors who are interested in your content but do not intend to purchase.
This scenario not only skews your data but also hampers your ability to refine your marketing strategy effectively.
Many businesses invest heavily in content creation and link building, assuming more visitors automatically translate to more sales.
However, you're filling a leaky bucket without a strategy to convert these visitors.
The missing piece of the puzzle is a holistic approach that combines SEO with conversion rate optimization (CRO).
When you align your SEO efforts with your sales funnel, you can attract more visitors and the right visitors – those who are more likely to convert into customers.
By the end of this issue, you will be able to:
Identify the key differences between optimizing for traffic and optimizing for sales
Implement strategies to align your SEO efforts with your conversion goals
Create content and landing pages that not only rank well but also drive conversions
Measure and improve your website's ability to turn visitors into customers
Optimize for sales, not for SEO
If you’re looking for asymmetrical results out of your results, there’s no better channel than search engines.
However, most founders optimize (read overoptimize) for SEO, not for sales. It should be the other way around.
If you don’t optimize for sales, you’re missing out on converting however little traffic you’d get by ‘overoptimizing’ for SEO.
If you don’t want to miss out on potential ‘evergreen’ revenue, these steps will save your day:
#1 Align Content with Customer Pain Points
What to do: Conduct in-depth customer research to identify pain points and create content that addresses these issues directly.
How to do:
Analyze customer support tickets and frequently asked questions to identify common challenges.
Use social listening tools to monitor industry-related discussions on forums and social media platforms.
Conduct one-on-one interviews with existing customers to gain deeper insights into their needs and frustrations.
Once you've identified the pain points, create content demonstrating how your SaaS solution solves these problems. Instead of listing features, focus on the benefits and outcomes.
Remember this iPod ad? “1000 songs in your pocket” is so damn powerful focus on benefits and not features.
#2 Implement Strategic Call-to-Actions (CTAs)
What to do: Design and place compelling CTAs throughout your content pages to guide visitors toward conversion.
How to do:
Create a list of action-oriented CTAs that speak directly to your customers' needs and desires.
Use contrasting colors and strategic placement to make your CTAs stand out visually.
A/B test different CTA variations to determine which ones resonate best with your audience and drive the most conversions.
Ensure each CTA is relevant to the page's core point and aligns with the visitor's stage in the buyer's journey.
For example, you can use "Start Your Free Trial" for content at the bottom of the funnel and "Get a Personalized Demo" for content at the middle of the funnel.
#3. Optimize Page Layout and User Experience
What to do: Redesign your content pages to prioritize conversion elements and improve overall user experience.
How to do:
Simplify navigation to help users find relevant information quickly.
Use visual hierarchy to guide visitors' attention to key conversion elements.
Ensure your pages are mobile-responsive and load quickly on all devices.
Implement heat mapping and user session recording tools to identify areas where visitors are dropping off or getting confused.
Focus on creating a seamless user experience that guides visitors toward taking action. Remove any unnecessary distractions or elements that don't contribute to the conversion goal.
Masters of SEO
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