Why your company blog doesn't work

I looked at more than a 100 blogs of different companies.

Here are 5 common problems that cost you conversions:

1. No visually distinct CTAs

Someone reads your blog and there's nothing to move them to the next step.

CTAs are just links inside paragraphs. Sometimes even colored the same as text.

If you're not making it obvious where someone should click, they will not click.

You obviously shouldn't make a Christmas tree out of your articles. And there are cases where you might want to avoid CTAs entirely. But for company blogs - this should be rare.

Because the main point of your blog is to attract and/or convert visitors to the next step.

Instead - I see articles with no clearly visible CTAs all the time.

2. No optins / resources (indirect CTAs)

Next step - articles have properly visible CTAs, but they are purely direct (signup/demo/meeting/etc)

This in general only captures a small part of the market. And that can work for you just fine, especially if you're winning high-intent keywords. But if your article attracts people higher on the funnel (lower current buying intent) - you need a good lead magnet if you don't want to lose them.

These days, good lead magnets are immediately usable templates, tools, checklists, solutions to burning problems. One of my favorite options is an educational email course, where you're delivering value over ~5 days, preferably with bonus tools/etc from the list I just mentioned. This produces A LOT of goodwill.

In some industries, downloadable reports and PDFs can still work these days, but typically these are a really bad option (attract wrong people)

3. Lack of intent capture

Imagine a software company that makes educational articles for their target audience and end users, but never creates bottom-of-funnel content for actual buyers.

Different keywords attract different people with different needs and stages of buyer journey. If your strategy is to target multiple of them - make sure your blogs (and pages) fit their intent.

Give people what you promised in the title of your page

Buyers, decision makers, and influencers want their specific problem solved. They are searching:

• alternatives to existing solutions
• reviews and comparisons (features, pricing, opinions)
• answers to whether you have a specific feature/integration or not, how it works and how it looks
• solutions for their exact situations (especially now with ai search)
• migration and onboarding guides

Make it easy for them to move forward with your product. (like I said in section 1 - Don't forget properly placed CTAs)

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On the other hand - broader (top-of-funnel) content can attract people who are currently just browsing/learning/saving options for later:

• "How to" guides and lessons about their profession and specific tasks
• "What is" questions and "X vs Y" explainers for various concepts
• Industry-related and adjacent news and trends

They will react much more positively to a lead magnet (like I said in section 2), rather than to a direct CTA. Because they are typically not in the "hot, ready-to-buy" stage.

4. Inconsistency and bloat

I saw tons of blogs with last article dated 2025, 2024, even 2022 and earlier. Companies post things when they feel like it, not as part of a system.

Other blogs have the problem of trying to be "everything". Like a huge unsorted dump of information on all sorts of topics, news, updates, fundraising history, yada yada.

The are not organized for an actual human being to navigate through. It's also bad for the search algorithm trying to understand your company and core topics. Even if you are getting visitors from this variety of random keywords - are they actually converting?

5. ai/seo slop

This one should be self-explanatory.

Of course, keyword-stuffed SEO slop existed since the beginning of search engines. There are tons of content made for ranking algorithms instead of actual people.

And since 2023 there's been an explosion of ai-generated low quality garbage.

The most common concern is that this content is not additive/original. It just repeats the most generic "information" for 10,000th time. To be honest you should (at least partially) blame the search engines themselves for that, not just ai. Because they aren't built for unique perspectives (social media and email are much better for this)

Thankfully search companies are at least trying to fight this non-additivity (pretty much spam/slop)

But even besides the content itself, I saw tons of blogs that are horribly designed:

• Poor UI/UX and navigation
• Lack of formatting
• Bad readability
• Lame stock images (or ai-generated ones)

Unfortunate reality is that this content CAN bring traffic.

But this is the opposite of trust-building. Companies that do this literally position themselves as low status slop-dealing parasites. Just don't do it.

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