It’s probably fair to assume that sales are not the reason you’ve built yourself a career in web design or digital marketing.
Generally speaking, marketers are creative types (yes, I’m talking about you and your brilliant brain!). If you spend all day trying to generate warm leads and sell your services on Zoom calls, it can start to feel like you’re putting that magnificent mind through a cheese grater after a while.
But have you ever considered how you could use your creativity to help you sell?
Well, if you’re looking for ways to spend more time creating so you can reclaim your soul from the icy clutches of the selling machine – I’ve got good news for you.
(Cue the long sigh of relief.)
I’m here to show you how you can use your blogging skills as a powerful sales tool to generate more interest and help you get more sales across the line. In other words – let your blogs do some of the heavy lifting for you!
First, let’s look at what makes blogging such an effective marketing tool and why it’s an absolutely essential part of any successful digital marketing strategy.
How using blogging as a marketing tool increases your capacity for sales
1. Creates more website traffic through SEO
One of the biggest challenges in selling your agency’s services is actually getting eyes on them in the first place.
Of course, optimising your website content for search engines is an absolutely vital part of making your website discoverable to potential customers. But unless you’re a massive industry giant, that’s not always enough to keep your website performing well against bigger competitors on search engine results pages.
Establishing and maintaining a solid blogging strategy is a highly effective way to boost your online visibility on an ongoing basis. So much so that 45% of marketers saw an increase in blog rankings when they included keywords based on targeted research.
So, if you’re wondering whether blogging can really help attract more visitors to your website and drive more sales – when it’s done with a focus on quality and SEO – it’s clear the answer is yes.
If it’s not already part of your long-term marketing strategy, consider regularly posting high-quality blogs to help you attract more organic traffic and boost your agency’s profile online in a sustainable way.
2. Generates better quality leads
While attracting more visitors to your website through search engine optimization should always be a priority, you don’t want to attract anyone and everyone.
If you want to convert traffic into sales, you need to attract the right kind of audience to your company website. Otherwise, you’re wasting your time, energy, and resources on clicks that will never come good.

Blogging allows you to generate leads that actually resonate with your brand through:
- Targeted SEO
- Local keywords
- Brand voice and tone
- Quality, engaging content
When used correctly, blogs can be incredibly successful marketing tools in terms of lead generation. In fact, agencies with a blogging strategy generate 67% more monthly leads than those without one. Not bad, eh?
Each month, research and write about topics that are relevant to your audience and that offer them real value to attract and engage the right kind of leads for your business.
An effective blogging strategy should align with your target audience’s buying habits and pain points. That way, you can capture your ideal clients and hit them with your expertise in those crucial moments when they’re searching for solutions to their problems online!
3. Helps position your agency as the experts
Your blog content holds so much potential for boosting your agency’s profile – both in terms of your online presence and your position within the industry.
Especially with AI-generated content being pumped out left, right, and centre, choosing to create content of genuine quality puts you in a very strong position.
Sure, AI can get the job done faster, but does it understand your brand identity, the unique needs of your niche, or how to communicate personality in any way shape or form? Nope. Sorry, robots, but you simply can’t compete with people in that realm.

Human-written content takes time and effort. That’s what makes it so effective.
Your blog marketing strategy gives you the opportunity to really zero in on what you do, how you do it, and what makes your brand so unique every time you publish a blog – so why waste it on AI?
Instead, focus on positioning your agency as an industry leader through quality content that connects with your target audience on a human level, solves a real problem, and offers real value.
Your brand personality is your secret weapon in capturing the hearts of your audience, like Pedro Pascal captured the hearts of the globe in 2023. <3
Don’t be another cog in the content machine, churning out endless AI-generated blogs. Instead, showcase your unique expertise, what differentiates your brand from the others, and why your reader can (and should!) trust you with their business.
How to use your business blog as a sales tool
Blogs are great for more than just reeling in potential customers. Let’s take a look at how they can help you nail a sale, shall we?
1. Write blog posts that address the most common hurdles in the sales process
By maintaining an active blog, you’re kind of naturally touching on some of these hurdles, like:
- Gaining customer trust
- Demonstrating expertise
- Standing out from the crowd
Who doesn’t love a solid head start?
But sometimes, a potential client needs a little more than that to convert.
Whether they’re already shopping around your competitors or simply flirting with the idea of trying your services, strategically curated and written blogs can be just what they need to hit that CTA button.
For example, a common barrier to sales is the issue of budget.
To combat this, you could write a series of blog posts about the value of your services in relation to ROI – whether that’s reflected in an increase in income, more traffic, or better online visibility. Or, you could highlight any flexible payment options you offer to alleviate some of your prospects’ financial stress.
Another hurdle between your agency’s services and the people who need them is a lack of clarity about how you operate. It’s always a great idea to write a blog post or series of posts breaking down your process into super clear, digestible steps. This can take the stress out of the unknown away from your audience and show them how you make everything nice and easy.

2. Create blogs that highlight case studies
In the words of a wise woman (Tina Turner) – you’re simply the best. So, why not let your work do the talking for you?
Everyone loves a good success story. If you’re fortunate enough to have a bunch of successful projects under your belt already, you’re sitting on a potential gold mine.
Don’t be afraid to use these achievements to your advantage! Write a series of blog posts highlighting your digital marketing success stories and how you’ve helped your past and present clients reach their goals.
Case studies are an excellent way to showcase just how fabulous it is to work with you, in terms of both the overall experience and in the very real results you deliver.
So, what does a good success story look like? Success can mean a lot of different things to different people. Often, it’s the projects you enjoyed working on the most that shine the brightest. Select a handful of your best works and write detailed blog posts about them, illustrating how you took your client from their starting point to where they wanted to go.
For example, if you’re in the web design bizz, compare before-and-after screenshots of their website and branding, as well as progress assets showing how you arrived at the final result.
If your focus is more on SEO and growth, it’s essential to have access to solid data and insights that demonstrate the impact of your services on your clients’ businesses in terms of numbers, sales, and any other important notes of interest.
Don’t forget to include client testimonials, too! Often, this can be exactly what your potential clients want and need to see in those crucial moments before they convert.

3. Write info posts you can send to leads as sales assets
Naturally, potential clients will have a lot of questions during the sales process. This can sometimes mean a lot of back and forth, whether over email or on Zoom.
Having a set list of go-to blog posts to send their way can save you a lot of time, while giving them all the info they need to help them make a decision.
Put yourself in your audience’s shoes and come up with a list of questions and concerns they might have about committing to a sale – or better yet, use questions asked by previous leads and clients!
Write a series of blog posts answering these questions in a super straightforward way. Showcase the value of what you offer and how you’re the perfect solution to whatever problem they might be facing right now.
Again, this is the time for you to demonstrate your knowledge, experience, and expertise. Think carefully about what these leads need to know, trimming away any excess information could overwhelm or confuse them.
You want to be concise, yet thorough. Convincing, without being pushy. It can take a little time to strike this balance, but when you think of these blog pieces as an extension of your sales team, it’s a no-brainer!
How to write a sales-worthy blog post
1. Write in your distinct brand voice and tone
Now’s the time to set the tone for what it’s like to work with you.
Before anyone signs on to a partnership with you, they’ll want to be certain that you’re a good fit – not just for their needs, but on a cultural level, too.
Are you super straight-laced and ultra-professional? Or do you like to take a slightly more casual approach and have a little fun in the process?
Either way, let your unique brand voice do the talking here.
If you haven’t nailed down your brand personality just yet, then it’s time to go back to basics and focus on who you really are as a brand. The clearer your brand identity, the better you can communicate it to your target audience.
And when you’re certain of your brand, it’s so much easier for others to buy in, too. Bye, bye, hard-sell!

2. Optimise your blogs for SEO
As we talked about earlier, blogs can be a great way to keep your website on the good side of search engine algorithms.
And, if you really want to use blogging to its full search engine ranking potential, you’ve got to play the SEO game.
Writing blog posts is a lot of fun. It’s easy to get a little carried away in the creativity of it all from time to time. (Guilty as charged!) And that’s not always a bad thing – audiences can tell when we enjoy what we do, and the positivity can be contagious.

But they have to find us first. So, just make sure to sprinkle relevant keywords into your blog content, title, and meta description to optimise your blog posts for search engines, too. This way, in those critical moments when your target audience is searching for your products and services online, your blog post will be more likely to rank higher on SERPs and reach them.
3. Include a strong call to action (CTA)
Here we are at the pièce de résistance of your blog post. For what is a blog post without a call to action, I ask you?
If you can get someone to read all the way to the very end of a blog – trust me, they’re interested. So why leave your blog readers hanging?
Make it super clear to them what action you want them to take next, and always, always, always use a simple but compelling call to action to make it as easy as possible for them to do it.
Whether you want them to schedule a call with you, sign up to your mailing list, or book in for a demo of your services, don’t beat around the bush. CTAs should always be persuasive and to the point.
And feel free to pepper in your unique personality to make your CTA all the more enticing to your target audience!
Crush your sales targets with professionally-written, strategically-curated blogs
Blogs are great, aren’t they? As self-professed content marketing and writing nerds, we certainly think so.
We also understand that sometimes, you just don’t have enough time in your already-busy schedule for creating content on your own – especially when you’re flat out trying to make sales!
That’s exactly what we’re here for. We can help you write high-quality business blogs, email marketing series, content for social media marketing, or whatever else you need to help you attract more of the right kind of leads to your agency.
Simply fill out our contact form and let’s talk content! It’ll be fun, we promise!
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