Why Your Blog Articles Are Not Converting and Proven Solutions

Would you like to convert readers into buyers?

It is extremely frustrating to pour hours of time and effort into a blog article and have it not covert. By convert, I mean online sales.

Even though we are writers and bloggers, most likely our goal is to sell something. Whether we are selling services or a stellar product, we are still selling. The good news is that to write effective blog articles that sell, you don’t have to have a degree in marketing.

Here are 2 Reasons Why Readers Aren’t Buying and How to Change That

Why Your Blog Articles Are Not Converting and Proven Solutions

  • Focusing on the Features Instead of the Benefits
    This is pretty easy to do. We want to display the amazing features of our products because they are pretty amazing. However, on the other end of the computer, the reader may be asking, “What’s in it for me?” Lander Blog has a really great example of this.

    Fernando Florez wrote about focusing on the product’s benefits over the features. The example he used hit the nail on the head. When trying to highlight the steel-belted treads on a tire feature – “Longer tread life so you don’t have to purchase new tires as often”.

    The feature is that these tires have steel-belted treads. To me as a consumer, I don’t know what that means, but when you say that I can save on the purchase of new tires because of it, you’ve hooked me.

    Solution: Focus on the benefits

  • Not Keeping it Real, Not Keeping it Personal

    One of the best aspects of the blog is that it’s personal and real. People want to buy from people not a computer. People want recommendations from people who have earned our trust and they’ve earned our trust because we know them and like them.

    With every blog article you write, imagine that your reader is right there with you, drinking a steaming cup of coffee while asking you questions.

    As I was researching for this article, multiple sources validated my thoughts on this vital piece of information.

    • Copyblogger said this, “Keep your language personal, friendly, and (for most markets) informal. Sound like a person, not a pitching machine.”
    • Lander Blog: “Copywriting isn’t formal, academic-style writing; it’s selling through the written word. Learn to write in an informal, “conversational” style that readers will enjoy.”

    Solution: Keep it Real, Keep it Personal

Not Sure How to Keep it Personal?

Here are a few of the articles that we have published here on how to do keep it personal:

Summary

While writing is an art, we also have a goal behind why we are writing. Keeping things personal and writing in a way that highlights how your products will benefit your readers will help you to turn those readers into buyers.

What Do You Think?
How do you convert readers into buyers? Let us know your best tips in the comment section below.

Christine King is a staff writer at R & R Web Design LLC. She is passionate about writing and loves what blogging and businesses can achieve. Armed with her degree in social work, she brings the unique ability to motivate readers in every blog article she writes. She specializes in creating content and writing blog articles for a variety of businesses at R & R Web Design LLC.

This article was published on: April 15, 2014 and was last modified November 19, 2017
22 comments on “Why Your Blog Articles Are Not Converting and Proven Solutions
  1. Robert says:

    Wonderful advice here! I agree that keeping it real and personal is what attracts people to a blog.

  2. I took a copywriting course a few years back and what I most struggled with when working on a sales letter was the “features/benefits” part. Once it was clear. it was easy … but I sure resisted! Yet, as you say, it will make all the difference between success or failure in conversions. That, and keeping it real, of course. Thanks, Christine! 😉

    • Hi Sharon,

      I think it is really easy to get caught up in the features but it’s the benefits our readers are after. Thank you so much for sharing and you are very welcome! 🙂

  3. Veronica says:

    These is great insight in conversion ( and lack of it). I will make note of these recommendations as I could use more conversions

  4. Although I agree with the points you make, the bottom line is that the reader has to need or want your product or service. I post great photos of our products, my blogs show the benefit if one were to wear one of our handmade necklaces, but given it is not a necessity to have a new necklace, it doesn’t convert. I get tons of compliments, but I can’t take that to the bank, so I’m not complaining, its just that even if I follow all the tips and rules, it still doesn’t mean a sale.

    • Hi Roslyn,

      It sounds like you are pretty discouraged. It can be frustrating, especially when you are working hard to follow all the tips and rules. Keep up the great work and never give up on your dreams. 🙂

  5. Yvonne Brown says:

    It is so important to add the personal touch!

  6. This is extremely great advice! I try to always be as personal as possible when writing my blog posts. My main issue is I tend to focus more of the feature of a product instead on the benefits of it! Which is a great point that you made because many times when I’m reading a blog I think “what’s in it for me” LOL

    • Hi Marielle,

      Thank you so much, you’ve made my day. Thank you for sharing your experience. You are so right, our readers always want to know, “what’s in it for me”. 🙂

  7. Gina BInder says:

    This was very helpful. The tips – focus on benefits and keep it personal, keep it real – can provide adequate motivation for almost any change we need!

    • Hey Gina,

      You really make a great point that I haven’t considered. I didn’t think about applying these tips outside of the blogging world but I think you’re right. Thanks for sharing.

  8. Livvie Matthews says:

    Conversion is always a sticky point! It’s so easy to focus on features and forget about the benefits when it’s the benefit (what’s in it for me?) the viewer/buyer is looking for. I love bringing personality into everything online. It’s what social media is all about! Great article and info!

  9. Laurie Hurley says:

    Right on! So important that your reader is relating in a personal way to what you write. It’s like reading a good novel, it sucks you in and you can’t put it down. With blog posts, it has to be the same way and, of course, it all starts with a great headline. Thanks for sharing this excellent reminder.

    • Hey Laurie,

      Yes, it does all start with a great headline, doesn’t it. Imagine if we could apply your “good novel” approach to every blog article we publish! Thanks so much for sharing.

  10. I agree focusing on the benefits and not the features is key in all marketing. I’d add wants, if you connect with the wants and explain the benefits then people start to listen.

  11. Katrina says:

    I am currently reading a book called Ca$hvertising and it deals a lot with how we write and how we get people to take action. Slowly working this style of writing into my blog and sales copy and have started to see an improvement in sales.

    So it does work when you think of how it is going to benefit the consumer at the end of the day. Great post.

    • Hey Katrina,

      I always love a good book recommendation, I’ll have to check that book out. That’s amazing that you are seeing an improvement in sales and you’re right at the end of the day, it’s all about the consumer. Thank you for your insights!

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