The end of your post shouldn’t fade into the sunset, end abruptly, or ghost off into the night. It should be as compelling as the title that attracted the reader in the first place. And it should be as entertaining or enlightening as the body of the post. If the purpose of your post is to attract interested parties, introduce them to your company and product, and then lead them to action, try these steps.
4 methods to make the end of your post a beginning
The key to a great ending is a new beginning. Directing visitors to further action may include visiting other pages on your website, seeking a quote, or contacting you for information.
Summarize – Before writing the conclusion, revisit the opening paragraph. Did you lay out what the post was about? Did you offer points throughout the post? Finish the post by tying back to the opening and recounting the points presented in the post.
Link it – Offer links that share additional information or a deeper study such as a white paper. Backlink to similar content you’ve previously published.
Ask questions – This can be as simple as:
- Would you like to know more?
- How does your business handle this?
- What’s your opinion?
- What are your thoughts?
Present a CTA (Call to Action) such as:
- If you’d like to discuss this contact us
- Are you ready to take on this challenge? Complete the activity steps below. Be sure to let us know the outcome
- Get a free quote
- Visit our products page
- For more on this go to our free downloadable eBook
- How could you use our product or service, we’d like to know
- Take our survey on this topic
- Sign up for updates to this blog
- Here’s further reading on this topic
2 more ideas
- Make it easy to sign up to get notifications for related posts
- Offer an opt-in to receive replies to comments
The key to the conclusion of a successful post is to not make it the conclusion. Think of it as a start, an introduction to your business and its capabilities. You’ve captured a prospect by offering a tantalizing title and compelling copy; the next step is to show your visitor what action to take to begin their journey with you.
Calling you to action
If you’d like to learn more about blogging try this Business Blogging 101
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