Your blog is a sales tool. Make sure it sells

In summary:

  • In this Tuesday teardown we look at the Canva blog, for a great example of how to use your blog as a sales tool
  • Don’t try and distract your way to a sale. More noise (sidebars, adverts, options) rarely leads to more action
  • Don’t have multiple calls to action (CTAs) on any page of your website. “Subscribe” or “Trial” can both work as a CTA (but not at the same time)

Websites referenced in this teardown:

Transcript of the teardown:

Hi, I’m Steve Pell. I’m here to do another B2B marketing teardown where we look at a website from a practical perspective to improve your return on digital and content marketing.

Today, I’m looking at the Canva blog. Canva is a fantastic Australian company that has built an online design tool. It’s similar to Photoshop, but a much simpler process to create great visuals for your business.

Canva uses their blog as a sales tool and it’s a fantastic example of doing it really well. Their blog (www.designschool.canva.com) has in-depth content, it’s very practical and it’s very visually readable. It’s great blog content.

You’ll note there’s not a lot of distraction on this blog. There’s not a lot of social media. There’s not a lot of, “Look at this article as well.”

Canva have taken a strong perspective and if you’re here to read this article, the best thing for them to let you do is read the article. That’s a great usability experience. There is no distraction as I work through the article.

About halfway into this article, a call to action comes up at the bottom of the screen. The call to action states: “Start designing in Canva, it’s free.”

Now, the article is still running but this is a really good call to action. It’s focused on what you get, not what you have to do.

Most calls to action on B2B websites are focused on an email subscription. You’re signing someone up to your email newsletter so they can find out more about what you do and get your content. But as Canva shows here, that is by no means the only call to action that you can feature on your blog.

If you’ve got a great call to action that gets someone deeper into your pipeline (in this case a free trial) then by all means use that call to action. But as Canva demonstrate, don’t have multiple calls to action. Don’t ask a reader to subscribe to your social, to look at 15 other articles, and to get the newsletter as well.

There should only ever be one call to action, and in this case that CTA is to “try Canva for free”. You’ve read an in-depth article. You’ve got a lot of value and then you get the call to action at the bottom.

This is great example of how to use your blog as a sales tool. I’d suggest you see if you can apply some of the lessons from Canva bring readers deeper into your sales pipeline.

 

If you’d like to go a little deeper than that and you’d like us to come and have a look at your website, work with you to get some insights about improving your conversions on your website, we have a process at TLP called the Content Audit. We work with you for 14 days to give you some in-depth insights around how you can improve your content and digital marketing. You’ll get a lot of in-depth insights that give you low hanging opportunities to improve your website, your marketing experience.

If you’re interested in that, we’d love to have a chat to you about it. You can find out more by clicking below.

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