Great content has a big impact on your clients readers, but the design itself also plays a big role in performance. How readers experience the content on the blog will impact social shares, newsletter sign-ups and eventual conversion. When youre contracted to design a high-performance blog for a client who will use it to build leads, here are some good design elements you want to incorporate.
1. Newsletter sign-up at the end A newsletter is an important tool for many business owners to stay in contact with loyal visitors and keep them coming back to the website. Most designers will add the newsletter signup to the top of the sidebar, which is smart. After all, this is will visitors will look for it. Still, its just as important for this call-to-action to be at the bottom of each blog post.
Why? Because visitors who stick around long enough to read the article are more likely to sign up for the newsletter and hear more. You can also add a sliding sign-up box that moves to the bottom of the screen, but this may seem intrusive.
2. High-contrast calls to action Calls-to-action should be bold enough to stand out and draw the eye as the visitor scans the page. If the background is white, a good call to action should be the only dark-colored element on the page.
You need to take it easy, of course, as stark contrast is enough to draw attention. Dont try to increase font size or add arrows to compete with the rest of the page, which will diminish the user experience.
3. Relevant blog navigation If the business blog is on-site, links to information about the company, quote requests, and products are fine to include on the homepage or when viewing products, but they have no place on the blog and wont be relevant to visitors who are reading an article. The goal of the blog navigation should be helping visitors explore other blog posts.
Keep in mind that most visitors will also arrive at the blog through Google or social media, which means they came for the content, and that should be the focus.
Avoid too many navigation links as well that will compete for attention. A good option is adding a popular posts widget to direct traffic to high-converting blog posts. Skip the tag cloud and archive links.
4. Social media integration Finally, make sure the blog doesnt just convert visitors into customers or subscribers but also helps spread the content. The best way to do this is through valuable articles and making social sharing easier.
There are several ways to do this. One popular design technique is adding social sharing buttons that float alongside the article as the reader scrolls. To make the best impact, be selective in the social networks you include. Good research will help you better understand your clients audience to avoid overloading the blog with every network in existence. Pick a few where you know readership is active.