Keyword-Targeted Offers

You can focus much deeper on optimising a smaller number of pages to grow your conversion rate.

• Identify the keywords being searched for most frequently for each top traffic-driving page.
• Create an offer (e.g. ebook, template, etc.) related to the keyword.
• Add a call to action to download the offer within the blog.

An example of this was on a blog post about how to create a great press release. Previously, the blog post had a CTA to download a "newsworthy guide to public relations."

After a quick bit of research, Pam found that the keywords being searched for most to land on that page were "how to write a press release" and "press release template." Once this was discovered, a new offer was created, which was a "free press release template" for download.

The result has a huge 240% increase in the conversion on the page. This technique has been scaled out over 75 posts on the HubSpot blog and every single one of them saw an increase in conversion.