How to avoid the most common business blogging mistakes

blog mistakes

Are you doing enough to turn your blog visitors into customers?

Ask any number of digital marketing consulting firms (like our own here at PENNInk Productions) and they’ll tell you that blogging’s a pretty darned good thing to do for your online business presence. You may have even gained great results from yours already. Alternatively, you may be wondering when that influx of visitors will turn into a juicy influx of actual buyers of your products or services.

You often need to be patient when trying to convert blog visitors into purchasing customers – studies suggest that customers typically ‘touch’ businesses many times before actually buying, so your blog should be seen as a mere part of this ‘touch’ journey.

Still, there are a few specific steps that you can take to accelerate your blog visitors through the marketing funnel. Here are the top three mistakes many people make when creating business blog posts.

1. Poor blog page structure

The secret is to treat every post or page as a landing page. Click To Tweet

When your visitors read through your blog, the blog text itself and the occasional photo shouldn’t be the only part of their experience. As they scroll down, for instance, is there more content to one side of the blog post – perhaps related to a side product or subscription option of some kind?

What about having a search bar to encourage them to search for further content of relevance to their needs once your blog post has whetted their appetite? Social sharing icons, meanwhile, are an almost obligatory addition to your blog articles, and could make a massive difference in helping to spread awareness and get more of the most receptive eyes on your site.

You can also include a ‘related articles’ feature to drive interest further by surfacing older articles that are tagged and categorised similarly to the initial post the reader landed on. The secret is to treat every post or page as a landing page.

2. Missing calls to action

Calls to action, or CTAs, give your blog reader an instruction to carry out some kind of desired action. Perhaps for you it could be to sign up for a free guide or webinar or explore your current product range.

Most blog owners make the cardinal mistake of not including any CTAs. Click To Tweet

Most blog owners make the cardinal mistake of not including any CTAs. (Remember that part about every post or page being treated as a landing page?) Many blog owners do who use CTAs are accustomed to including them at the bottom of their blog posts, though they can also be used very effectively between paragraphs of your blog content or in a sidebar. You might even be tempted to incorporate yours into a pop-up that the visitor only sees at a certain point, for example if they are moving their mouse to leave your site or if they’ve scrolled down a certain amount.

3. Slow loading

If you want your visitors to stay on your site, your posts and pages should certainly load in three seconds or less. Studies have indicated that almost half of your visitors could end up leaving your site if they are made to wait for longer.

Speed optimisation also helps with search engine visibility, as Google prefers sites that are quick to load and this now applies equally for people who browse on a smartphone on a mobile 3G or 4G connection. So to be found better in searches and to keep people on your site, make sure to optimise for speed.

Final thoughts

Hopefully, these steps will provide you with a starting point for beginning to think about whether your site and blog are set up in the best way to generate not only visitors, but also visitors who could conceivably buy from you.

Why not get in touch with one of the best digital marketing consulting firms out there – PENNInk Productions – today to learn more about how you can start to extract even greater potential from your brand’s site and blog?


What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


The PENNInk Post

Sign up for our FREE monthly roundup of interesting articles, news, and marketing tips.


PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.