Having an MSP business blog keeps your readers informed about important technology news, provides productivity tips, and more. But the most important reason to regularly post blog articles is to drive sales.

As a bedrock of your content marketing strategy, blog posts should have a unique mix of elements to capture visitor attention and then drive those visitors to some type of action, such as filling out a form or contacting you.

If you find you’re not getting the traction you’d like from your blog, it could be because your articles are missing some key lead-converting elements.

Are Your Blog Posts Missing These Important Elements?

One of the best ways to improve your sales is to add an IT business blog to your website. Blogs keep your site “alive” and growing, fuel your marketing engine, and give people a reason to keep coming back.

Some of the marketing activities that posting on your blog regularly can generate include:

  • Social media posts
  • Content for email newsletters
  • SEO to get your site noticed in Google searches
  • Infographics
  • New leads
  • New sales

According to a study by HubSpot, small and mid-sized companies that post on a blog, see 126% more leads than those that don’t

Lead growth from having a business blog

Some other reasons that blogs are the core of a great marketing strategy include:

  • 80% of people read blogs
  • Companies that post blog articles see an average of 434% more indexed pages on search engines
  • Businesses that blog earn an average of 97% more indexed links

But not every business owner sees the number of leads and sales being generated from their blog that they’d like. And usually, this is because it’s missing some key lead-conversion elements.

Blog writing is a fine balance. You want to keep blog articles informative, so readers feel they’re getting value from your content, not just a sales pitch. If you make your blog one big advertorial, then your readers will find it less valuable to them.

The fine balance is creating great, “non-salesy,” and helpful content that’s informative but also sprinkling some lead converting elements in there as well. Because, after all, lead generation is the main goal. Right?

These elements will include both global site features that you can easily insert on all your blog posts and things you pay attention to with every post that you write or upload.

For example, here at Tech Blog Builder, three lead-converting elements we always include in each customer post we write are a captivating headline, an internal link to a service page, and a call-to-action.

We’ll go through all these elements and others below to help you build a powerhouse blog framework that converts more of your visitors to leads.

Captivating Headline

The headline of your blog posts is what’s going to grab attention on Google organic rankings, in your social media posts, in email newsletters, and on your website.

IT Business Blog Headline

A good headline can make all the difference when someone does a search and is deciding which of several article results that they want to click on, so this is something you want to put some thought into.

Your headline should compel people to want to know more and give them some type of promise as to what’s inside. The first step in your lead conversion process is to get people to your page to read your blog post in the first place. A compelling headline is how you do that.

Read more about creating compelling blog article headlines.

Convincing Statistics

You can tell someone that ransomware is growing, but that’s not as compelling as saying that ransomware increased 485% in 2020.

Often, a statistic that drives a point home can be the conversion trigger that gets someone to contact you about your services. It only takes a few minutes to look up a statistic online that can help you compel a reader to take action. It pays to take those additional few minutes, to boost the lead-generating power of your article.

Get tips on finding statistics for your MSP blog.

Recent Date

You may wonder why the date of your blog matters and how that is a lead-converting factor. In today’s world, content is being generated at a dizzying pace. People often want the most recent information because they feel anything older than a year or two is now outdated.

Blog posts with recent dates get more clicks.

It’s helpful to include a date on your blog posts to help newer posts stand out in the search results. You should also go back to blogs older than the prior year and refresh the content, thus updating the date and keeping your site pages fresh and perceived as relevant to a visitor.


Every blog post you make should have a call to action. If you’re just posting helpful content and not including a CTA at the end, your visitors will just leave your site after they read it because you haven’t given them any direction on what they should do next.

Approximately 97-98% of site visitors leave without taking action or providing their email addresses for follow-up.

You can’t just assume visitors will connect the dots themselves that after reading your article on the importance of cloud backups they should look for your service page about backups and click to contact you from there.

Give them a call to action at the end of every article you post on your blog. By putting it at the end, you’re not making the post too sales-focused that you’ll turn people off, but you are giving readers an important next step to take that will give your blog the tool it needs to convert that reader to a lead.

Newsletter Signup Box

Someone might not be ready to purchase anything when they first discover your site and one of your blog articles. But you don’t want them to leave without at least getting their email address so you can follow up with them, continue sending valuable content, and put them in your IT business sales funnel.

Adding a newsletter signup box either in a sidebar or at the bottom of your blog pages can help you capture as leads more of those visitors that aren’t yet ready to make a buying decision but will be at some point in the future.

Internal Links to Service Pages

Linking to other pages within your site is SEO best practice, and it’s also best practice for lead conversions. If you’re talking about the importance of DNS filtering in a blog post about the dangers of phishing, help people find your MSP services that include DNS filtering. You’re providing more value and guiding the prospect to the next step in your sales funnel.

Some “rules of the road” when it comes to internal linking:

  • Use anchor text that is a keyword for the page you’re linking to. For example, don’t link the words “click here.” Instead, hyperlink the words “DNS filtering tool.”
  • Don’t add too many links or put them too close together or your page will look spammy.
  • Try to link to at least one service page in every blog post.

Coupon Bar at Top of Page

Using an alert bar at the top of your website to provide a coupon for your products or services is another great way you can encourage lead conversions from your blog.

Most tools will let you designate where such an alert bar shows up on your website, so you could have it exclusively show up on your blog posts to drive sales.

Here’s an example from Zotabox:

Coupon bar at top of a blog post.

Here are a few other places you can find this type of bar to add to your site:

Exit Intent Popup

You can save approximately 10% to 15% of lost visitor leads by adding an exit intent popup on your site. This gives people one more chance to interact with you after they’ve finished reading your blog and before they leave your site.

Exit intent popups can be used for all types of things, including:

  • Newsletter signup
  • Free eBook Download
  • Coupon offer
  • Social media signup

This is a great way to capture that person’s email address and get a lead conversion so you can begin the nurturing process to drive a sale.

Testimonial Slider or Feed

Another element you can add to your IT business blog that can get a reader to convert to a customer is a testimonial feed or slider. This brings in various testimonials that can add important social proof to your blog posts and convince someone to buy sooner rather than later.

Testimonial feed on MSP blog

Example from IT business Magnify247.com

Testimonials from outside sources, like Google and Facebook, carry more weight than those you post yourself, so look for a service, like Tech Reputation that can help you gather reviews and feed them to your blog pages.

Power Your Blog to Bring You More Leads With the Right Page Elements

If you feel your blog posts are underperforming, then they may be missing some of these key lead conversion elements. Adding a few of them to your articles should result in an improvement in your blog-generated revenue.

What types of conversion elements do you use on your blog posts? Share your tips in the comments!

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