Conversion Vs. Growth - What Are You Doing?
Remember when you built your website and obsessed over the front page, the product pages, and the bio pages - especially the bio pages! All that effort was directed to one aspect of the customer journey - conversion.
These “static” pages exist so that when someone arrives on your website they can find what they need quickly and easily contact you.
But these pages don’t bring in new customers.
Go to analytics and check the top 10 pages on your website. If you’re executing a growth strategy at least half of them should be blog posts.
New content is what gets distributed across social platforms, it’s what grabs people’s attention and generates shares which in turn generates traffic II: which in turn generates links which in turn generates greater visibility in search, which in turn generates traffic :II
The Power Of A Single Post
If you don’t have any blog posts in your top 10 pages, maybe it’s time to sit down and think of what you could create.
I’m not talking here about an easy to replicate and systematize process, not like a weekly or even a monthly thing, I’m talking about something pretty one-off that you would be super proud to create, publish and shout about.
While consistency in publishing is important, throwing in the occasional longer form content piece is a good way to build anchor posts that will consistently drive traffic to your business.