Conrad Hees’ Blog

Have you ever wondered exactly what thought process a new visitor goes through when deciding whether or not to subscribe to a blog?

As I clicked around the blogosphere recently, looking for a few new sites to add to my feedreader, I noticed a mental pattern showing up that was happening in my mind effortlessly each time I arrived at a new site. 

I noticed that as I looked at a new blog, there were several questions that I would ask myself automatically as I pondered whether to subscribe or not.  As I became aware of this series of questions, it occurred to me that every other reader was likely asking themselves the same exact things when deciding if they were willing to subscribe to a new blog.

Then, it suddenly came to me: if I can identify exactly what questions a new reader asks themselves when deciding to subscribe, and then give them the ‘answer’ that they want from me, I will be able to convert a much higher percentage of new visitors into subscribers.  Then, I naturally wanted to help my readers do the same, so I decided to write a post about it.

The purpose of this post is to help you understand exactly what a new visitor is asking themselves when deciding if they should subscribe to your blog, and how to answer those questions in a way that will help them decide in your favor.

The Burning Question

As bloggers and marketers, almost nothing can be more important to us than figuring out exactly how to get new visitors to commit to a relationship with our blogs.

Since it is free to subscribe to a blog feed, it should be relatively easy to get new subscribers, right?

Wrong.

The truth is that it is not free to subscribe to a new blog feed.  In fact, it is far from it.

The reality is that each time we subscribe to a new feed, we are making an investment of our time and attention.  And as smart and productive people, we expect a return on our investment.

In the new Attention Age, we are so flooded with information, that we must be more and more discerning about what content we choose to invest our time and attention in. 

Therefore, the main question that precedes all others in a potential subscriber’s mind is:  IS THIS SITE WORTH MY TIME?

New Visitors Want to Subscribe

I believe that it is important to realize that all new visitors want to subscribe.  They are just waiting to find a site that answers all of their questions perfectly, so that they can benefit further from the blog’s value and subscribe to the feed.  What else would they be doing, searching for sites that they don’t want to subscribe to?

Once you understand that a new reader already has their finger on the trigger, waiting to subscribe to your blog, then it is much easier to see exactly what it will take to get them to do just that.

The following are the six remaining questions (after ‘Is this site worth my time?’) that a new visitor asks themselves when deciding whether or not to subscribe, and how to answer the questions in a favorable manner to help them click on that little orange button.

1.  Is the site easy to look at and use?

This is usually the first question that a new visitor asks themselves when they arrive at your site.  Humans are very visual beings, and place enormous importance on aesthetics.  When a new visitor arrives, within about 5 seconds, they decide whether they think that your site is pretty; that is, nice to look at.  Then, they decide if it is easy to use.  Are all of the important features of the site easy to find and identify?  Is it easy to get to the ‘About’ page?  Do you have ugly Adsense ads in obnoxious places, such as the very top of the latest post?  Is the feed button even above the fold?  These are just a few of the questions that a new reader will ask themselves while they are evaluating your site’s design.

As a blog owner, your job is to make your site as easy to navigate as possible, and to encourage actions that you want your readers to take.  First impressions are everything, and a bad blog layout or design will often undermine every single positive aspect of your blog.  Although I am not in love with my design, I do know that it is satisfactory for the moment because I try to help the reader do things that they want to do as easily as possible.

For example, I chose a one column theme because it is simple and easy to use for a new visitor; they do not have to wonder where to click.  I made sure to have an ‘About’ text box at the top of the sidebar, because I know that one of the first questions a reader will ask themselves when they visit is “What does this site have to offer me, and who is the author?”.  Rather than make them find the ‘About’ page, I give them that information immediately.  Also, the ‘subscribe’ graphic is very easy to identify.  No guessing games at all.

Also, although many beginning bloggers do not have the resources to get a custom theme (myself included), try your best to get a theme and design that does not look too ‘beginnery’.  Many visitors will leave a site immediately if it looks as though you just slapped it together with a theme that literally tens of thousands of other bloggers are using.  Also, try to get a logo or great header picture (I know, I’m working on it ) to add a sense of professionalism to your blog.

If you want a new visitor to stay on your site for more than ten seconds, make sure that your design and layout is right.  Otherwise, they will not even stick around to ask any more questions, let alone subscribe.

How to answer this question:  Make sure that your design is simple and uncrowded.  Use white space intelligently, and eliminate everything that does not serve a purpose.  Make sure to have ‘visual anchors’ in places where you would like your visitors to look and click.  Make it easy to find the RSS button and subscribe, as well as other pages, such as the ‘About’ page, that you know your readers will want to locate.  Prominently display your best content.  Finally, make sure that your site does not have a ‘beginnery’ feel.  This is a HUGE turnoff.

For a great resource on how to effectively design your site, watch this fascinating video from Stompernet.

2.  Is the content CONSISTENTLY great, on-topic, unique, and unmissable?

Directly following the visitor’s assessment of your blog design and usability, the very next question they are going to ask themselves is about the value of your content.

Is your content value-packed and informative?  Does it fill a need that they have, or answer a question they want the answer to?  Is it unique, or rehashed?  Most of all, is it unmissable?

In order to make a visitor go straight to the subscriber button, they must feel that your content can help them in such a way that if they miss it, it will have a direct negative impact on their situation.  Skellie is a great example of a blogger who provides such great content, that the first time that I went to her site, I had to subscribe.  I knew that if I missed some of her articles, I would miss out on valuable information that I may not have gotten otherwise.

Another part of this question is if the content is in an easily-consumed format.  A new reader wants to make sure that they can understand you.  The best way to do this is to use many subtitles, bullet point lists, and highlighting to make sure that you get your point across.

Great titles are the surest way to make certain that your reader can see the value of your content.  Since they will generally make a final decision about your site in only a few minutes, and cannot read everything, make sure that they are compelled to stick around by your magnetic headlines.

Another part of this question about content that the reader is asking themselves is whether or not your articles are focused and on-topic consistently.  It has been proven time and again that a scattered approach to content will turn off potential subscribers.  They want to know that you will give them something that they are interested in all of the time, not just in half of your posts.

Self-Made Chick is a great example of a blog that creates consistently on-topic and relevant content.  I know that when Christine writes a new post, it will be about something directly related and applicable to entrepreneurship, and that it will be worth my time and attention to read it.

Humans crave consistency; it is in our nature.  Show your readers that you will give them what they want, time and again, and they will return, post after post.

How to answer this question:  Make a point of creating the best content possible.  Try to be unique, or at least have a unique approach.  Make your articles easy to digest, and use compelling headlines.  Stay on-topic and focused on your blog’s main premise.  Be as consistent as possible.

3.  What is the subscriber count and average comment count?

After receiving positive answers to the questions of design and content, usually a new visitor will look for ‘social proof’ that this is indeed what they think it is, which is a very good blog.  We generally associate a good blog with popularity, and we naturally begin to look for signs to validate this assumption.

Subscriber count and comment count are the two forms of social proof that a new visitor will look for when deciding whether or not to subscribe to a new blog.  A good blog may be new, and not have many of either of these two forms of social proof.  Many readers know this, and if your content is good they may not care, but be careful not to display any signs of negative social proof.  If you have a low subscriber count, DO NOT display your number.  Instead, let your content do the talking as far as the value of your blog.

Another sidenote to this question is if the blog author is actively engaged in the commenting on the blog.  Make sure to show your readers that you care that they read and participate by actively engaging with them in the comment section.  You will win many fans (and subscribers) by doing this.

How to answer this question:  Actively participate in the comments section of your blog.  Double your comment count by responding to each one.  Only show your subscriber count if your number is considerably high. 

4.  How often does the author post?

By now, your new visitor is getting close to subscribing.  You have given them everything they want up to now.  The next thing that they will check for is how often you post.  I hate to subscribe to a blog if I see that the author only posts once in awhile.  I want to know that the blog is worth the space in my feedreader, and will give me a consistent flow of content.

This question is actually something that a visitor will likely ask themselves very shortly after looking at your blog, but I put it further down because it is less important than the first few questions.  This is usually a question that a reader will only ask themselves if your content, subscriber count, etc. are suspect.

Now that I have full-fledged launched my blog, I plan on posting every two to three days consistently, no exceptions.  Still, I read many great blogs whose authors only post every one to two weeks, and they do quite well. 

The key is to be somewhat consistent with your posting frequency.  People will adjust to your schedule.

How to answer this question:  Figure out a good posting regimen and stick to it.  Post consistently and your readers will adapt.  Still, especially in the beginning, post at least every week or so.

5.  Does the author include enough of themselves and their story into the blog?

This is one of the most important questions that a new visitor asks themselves when deciding if they should subscribe.  Are you writing with a personal style?  Do you use stories in your articles?  Do you have a compelling story about yourself that you prominently display on your blog, and use as a backdrop for your site?

Writing in a personal way is tough for many people (myself included) but can be learned with practice.  People want to feel like you are talking to them in your posts, not at them.  Try not to come off as too professional or stodgy; try writing dirty.

I feel that incorporating your personal story into your blog is one of the best ways to help people form a relationship with you and your site.  This is why I decided to change my ‘About’ page to ‘My Story’.  People love stories, and when they read a personal story about what you have been through, it gives additional meaning to your blog, and gives people something to relate to.  This can be a big reason for someone to subscribe.

Writing personally and including your story can be make or break for your blog.  I have subscribed to many blogs because of compelling stories from the author, and I have chosen not to subscribe to many blogs because of a lack of personality.

Write a compelling ‘About’ page, and make your blog more personal.  After all, in many ways, it is more about the author than the content when it comes to blogging.  Create a rapport with your readers and they will love you for it.  I have an article coming up soon that will explain this marketing principle more in-depth.

How to answer this question:  Write more personally.  Try to write conversationally, rather than in the tone of a lecture.  Include your story into your posts and your blog, and you will find that a loyal reader base will soon follow.

6.  Does the author have a compelling writing style?

One of the final questions that a new visitor to your blog will ask themselves when deciding to subscribe or not is if the author is a quality writer.  I cannot stand it when I read a new blog and the author does not have a good command of the language.

A good blogger should understand grammar and how to effectively get their point across.  They should spell correctly 99% of the time, and basically just be a damn good writer.  If they are not a great writer, they should be actively trying to develop the skill of good writing.  It makes a world of difference.

This is more important to some than others, but many people will not subscribe based on sheer principle if the writing is bad.  Make sure to hone your skills if you want to write for thousands of people.  It will pay off in the long run.

How to answer this question:  Use correct grammar and spelling in your writing.  Learn to effectively get your point across without rambling, and learn how to shape a post around an idea (if you don’t already know how).  If you are not a good writer, invest the time in learning.  It will be detrimental to your blog if you do not.

Getting the Answer You Desire

If you ‘answer’ all of a reader’s  questions correctly, they will ‘answer’ your question of ‘Will you subscribe?’ with a big, fat yes.  Although I am sure you have read many of these principles elsewhere, I hope that putting them in this format and describing the idea of a prospective subscriber’s questions has been valuable to you.  I know that when I think of it in this way, it allows me to think much more clearly about how to evoke the response that I want from my readers.

And never forget, it doesn’t hurt to ask for subscribers either!  If you made it all the way to the end of this long-winded article and felt it was worth your time, please subscribe here…I’ve got more on the way!

The Final Post in My Blog Marketing Series

The first post in the series was about the growing importance of blogging in our culture.  In this post, I described in detail how to get more subscribers.  In the final part of the series, I will outline how to figure out exactly what your readers want you to write about.

Sound like an ambitious title?  It is, but I think I deliver on it pretty well!  Stay tuned to find out!  Update: Here is the third part of the blog-marketing series: How to Figure Out Exactly What Your Readers Want You to Write.