Lead generation content: How to create blogs that actually generate leads

What Are AI-SERP Features?

A SERP is the page where Google displays search results. AI-SERP features are sections in which Google combines information from multiple sources into a single answer. The best-known example is the AI Overview. This usually appears above the organic results and sometimes includes references to the websites used. Product comparisons, local results, and follow-up questions are also increasingly being presented in an AI-driven format. As a result, users can see a complete answer more quickly, without having to open multiple pages first.

Here’s why your current blog posts aren’t converting visitors into leads

Your blogs aren’t doing too badly. They’re ranking well. You’re getting visitors. And yet, you’re getting absolutely nothing out of it. No completed contact forms. No inquiries. Not even any sign-ups for that newsletter you work so hard on every month. The conclusion is often that you just need even more visitors. Or that maybe that button needs to stand out a little more.

But that’s usually not the problem. Most of the time, it comes down to this:

• You’re asking for an email address without making it clear what’s in it for the reader.
  
  
• The next step doesn’t logically follow from the content, or the step is simply too big.
  
  
• And most importantly: you’re writing for people who aren’t ready to buy anything yet (there’s no way they’ll request that free consultation or that no-obligation quote).

In short, your blogs aren’t necessarily bad. They just aren’t designed to actually deliver results.

The solution: lead generation content

Lead generation content is content written to encourage a reader to take the next step. Every paragraph is crafted with the reader’s next action in mind. It’s all about the reader and what the logical next step is for them. So with lead generation, you’re actually working in reverse. With regular blogs, you write an article and add a CTA at the end. But with lead generation content, you first determine what the next step is and then build your content around that.

Example: You supply PVC window frames. A blog post titled “5 Benefits of PVC Window Frames” probably won’t generate any requests for quotes. But with a title like “Replacing or Renovating Window Frames: When Is Your Window Frame Really Worn Out?”, the chances of that happening are much higher.

Both articles are informative. But one is a Wikipedia-style list, while the other answers a question that potential customers actually have and ties in nicely with a promotion.

One is true TOFU content. The other is more MOFU. See also TOFU, MOFU & BOFU: How to Get More Revenue from Your Content.

Gated vs. ungated content: Which works better for lead generation?

We also frequently see gated content used for lead generation. Gated content is often behind a form. You have to fill out your information or create an account to continue reading or even gain access. Ungated content is freely accessible. In general, ungated content almost always works better for lead generation than gated content. That’s because a form adds a mandatory hurdle—and nobody wants to deal with that.

What’s more, it also impacts your search visibility, your reach, backlinks, and citations in ChatGPT. That said, gating can work well for lead magnets—think of the results from calculators or downloads of white papers and e-books containing unique information you can’t find anywhere else. But beyond that… not so much.

What types of lead generation content convert best into leads?

There is no single type of content that consistently converts better than the rest. Conversion depends on how well what a reader wants at that moment aligns with what you’re asking of them. For example, a customer case study works better than a white paper when someone is comparing solutions. But that white paper, in turn, is better for people who don’t yet know what the solutions are. Still, there are a number of types of lead generation content that generally work well:

1. Customer case studies

Customer case studies prove that it’s possible. They show what the results look like. And they provide social proof: someone else has made this choice too. All of this helps convince readers. Don’t put a “Get a Quote” button right below the case study—use something smaller instead. For example, a no-obligation assessment of their own situation. Or a download with more information about the technical side of your story.

2. Articles with comparisons, mistakes, and warnings

Fear is a powerful motivator for taking action. You can capitalize on this with content like “5 Mistakes People Make When X” or “What Happens If You X.”Especially if those mistakes or situations are relatable, you can offer a solution in exchange for an email address.

Prefer a more positive approach? Then create comparison content. Articles or videos that compare X and Y or list “5 alternatives to X” attract people who are on the verge of making a decision. These people are easier to convert into leads than those who don’t even know exactly what they need yet. A contact form for a free consultation or demo request works great here.

3. Your Own Website Content

Let’s be honest: you don’t always have to create special lead generation content. Most of the content that converts visitors into leads is probably already on your website:

The "About Us" page

People who visit your “About Us” page are those who are still on the fence about doing business with you. The logical next step here, therefore, isn’t a request for a quote, but making contact—preferably a no-obligation conversation that isn’t a sales pitch.

Your service and product pages

On service and product pages, the intent is clear: most people are interested and want to make a purchase. A lead generation CTA here could be something like “contact us,” “request a quote,” or “place an order.” But not everyone is quite ready yet. Some people are still on the fence. Give those people a second (smaller) CTA that’s a bit more approachable. A sort of intermediate step. For example, “calculate costs.” Or “add to my wish list” if you’re in e-commerce!

A pricing page

Anyone who visits your pricing page has one question: What will it cost me? To generate leads from this, it’s best to create content that lets people see exactly what it will cost them. This could be a cost breakdown showing prices in different scenarios, various pricing plans, or a calculator that lets people figure it out for themselves.

That way, you increase the likelihood that they’ll request a quote afterward—or at the very least, an estimate of the costs (which also sounds a bit more approachable).

Step-by-Step Guide to Creating Lead Generation Content

This guide takes you step by step from content idea to landing page to campaign to generate leads:

1. Determine the next step

No, not the topic. You start with the next step. What do you want the reader to do? And does that align with where they are in the customer journey? That’s what determines the angle of your article.

A request for a demo, quote, or consultation is for people who know what they want. Getting in touch, asking a question, or requesting an evaluation is for people who are still on the fence. The same goes for using a tool or downloading an infographic, report, or white paper.

2. Figure out what the question is before taking that step

Only now should you choose your topic. Again, work backward: What question does someone ask themselves right before they take that step and become a lead? Tip: It’s almost never a question about your company, product, or service. It’s usually about the visitor’s situation. For example, they might have condensation on their windows and want to know whether they should replace their window frames or if they can still be renovated.

You won’t always find those questions in a keyword tool. You’ll find them in conversations with customers. In your inbox. Or in previous inquiries where people explain their situation.

3. Write the entire article

And by “completely,” we mean that you should answer that question as thoroughly and honestly as possible. Cover everything: the criteria, considerations, amounts, and situations in which something does or does not apply. The more comprehensive, the more credible.

But don’t worry: it has to end somewhere. Not because you can’t provide an answer anymore, but because that answer depends on information that only the reader has:

• An accountant explains which tax deductions self-employed people often forget, but whether the reader forgets them too depends on their tax return
• A contractor explains when you can still renovate, but needs photos of the home to determine whether that’s the case for the reader as well
  
  
• An IT company explains what can go wrong during a migration, but whether that actually happens to the reader depends on how the data is stored (or something like that).
  
  

Make it clear that you can help to a certain extent, but that you need additional information to truly help the reader move forward. And that’s where the CTA or lead magnet comes in.

4. Build a landing page (or don't)

Ask yourself if the next step can be taken on the same page. For a small step, this is often the case. A contact form with 2–3 lines of text fits perfectly. But larger steps, such as requests, appointments, or consultation sessions, are sometimes better placed on a separate page. These often require further explanation: what happens, how long does it take, and what does it cost?

Another useful tip: a separate landing page helps you see where things go wrong. Is no one clicking through? Then the problem lies with your content. Are people clicking through, but no one is converting? Then the problem lies with your next step or your form.

Tip: Start thinking about what your follow-up process will look like. For example, set up an automated email sequence with nurture emails!

5. Distribute your lead generation content

Distributing lead generation content is just as important as creating it:

• Set up an ad campaign to test whether your CTA is working effectively and then scale up
• Build supporting articles and (internal) links around your lead generation content to establish topical authority and improve SEO
• Share it on social media

Don’t forget to regularly check what’s working well and to adjust and optimize your content as needed!

Want to brainstorm?

Are you blogging like crazy, but not getting any leads? Send us your most-read article, and we’d be happy to take a look at how you could improve it. There’s absolutely no obligation.