Refreshing CTAs for More Conversions: A Blog Support Case Study

I first got in touch with Amy by literally cold pitching her my services (services I no longer offer, but that’s beside the point).

She decided to take a chance and hire me, and after our original project ended, we stayed in touch.

I’ve learned so much about Amy’s business in our time working together, so when I started offering Blog Support VIP days, I had a good enough read on her operations at Hello & Co Creative to know they could be beneficial to her.

The Backstory

Amy was already getting solid traffic to her website and her main website pages were doing their job (she *is* a website copywriter after all).

The problem was her backlog of old blog posts, many of which were 3+ years old.

Amy used to be a brand and website designer IN ADDITION to also being a website copywriter – and now she just offers copywriting.

She put it pretty simply:

“I knew I had great traffic to my site, but since I’d changed my offers and lead magnets, my old posts linked to broken links and offers.”

She didn’t have the time OR desire to comb back through years of blog content herself. Which is exactly the kind of situation a Blog Support VIP day is perfect for – a focused block of time to work through old content and leave it in noticeably better shape by the end of the day.

In Amy’s case, she actually booked two VIP days (4 hours each) to make sure we’d have time to get through her entire blog content backlog.

The Plan of Attack

On my kickoff call with Amy, she told me her biggest priority was tackling outdated CTAs throughout her blog.

But my goal was to understand not only WHAT Amy wanted accomplished during her VIP days, but why.

She later said:

“You do a great job of leading AND listening – I felt like I could tell you my goals and you added ideas or thoughts on how to best execute them so I didn’t have to do all the thinking myself.”

As we dug in more, I learned there were really three key areas Amy was frustrated by:

1. Her website was working well enough on its own at keeping her inquiries steady, so having blog posts pointing to her services page was an inefficient use of space
2. The cadence and format of her email newsletter had changed, so she no longer wanted to have that be front and center
3. She’d created a lot of freebies in the past, but wanted to streamline and only promote two that were the most relevant to her current offers and business direction

She also wanted to strengthen her internal linking and knew some of her older posts could potentially benefit from rewrites, so we decided I’d flag any of those I came across.

In addition to Amy’s top priorities, we identified a couple nice-to-have items just in case time allowed. One of them was updating an existing blog post on Amy’s site, and luckily I ended up having enough time left in her VIP days to tackle it!

The VIP Day Game Plan

On Amy’s VIP Days, I went post by post through her blog archives to figure out:

• Which CTAs needed to change because the original was no longer relevant
• Which posts had outdated mentions of offers she no longer provides (like design templates)
• Which posts could be updated to be stronger/more in line with her current brand voice
• Where internal links could be added to tie old blog posts with SEO authority into her current content and offers

“I didn’t even have to tell Charlee what to do – I just described the problem and she handled it all! She also kept me in the loop the whole time, and added ideas that made the updates even more effective.”

As I worked through her content, I also kept a short list of judgment calls for Amy to weigh in on.

For example, even though she’d mentioned she no longer wanted to push to her services in her blog posts, there were a few posts where a service CTA felt like the right fit anyway. Instead of removing them outright, I let her know my reasoning for keeping them, but left the final call up to her.

This is something I strive for every time I work with a client: I want to make sure they know I’m not just checking things off a list, I’m actively ensuring every detail serves their bigger picture – even when it means pausing instead of jumping to make a call.

The Deliverables

Over the course of two VIP days, I worked through Amy’s blog systematically, starting with her oldest posts and working forward to ultimately:

• Audit her entire blog archive (49 blog posts!)
• Refresh every outdated CTA, removing links to discontinued and irrelevant resources
• Added 80+ internal links to strengthen connections between her old and new content (and improve her website SEO)
• Flagged posts that could potentially use deeper updates beyond CTA and link changes, including one uncategorized blog post that no longer fit her services
• Fully reworked one blog post – a Flodesk vs. Kit comparison – to reflect Amy’s updated stance on the two, ensure every section was still accurate, and add a new “how to choose” section to make the post even more actionable

To make it easy for Amy to go through her final deliverables, I included an overview of what I accomplished after each VIP day with a short checklist of items for her to review and make final calls about.

The Result: A Blog That Works for Amy’s Business

Because Amy already had strong traffic coming to her site, cleaning up those old blog posts directly set her up for better conversions going forward:

“I feel better now knowing that old posts (that generate traffic) are directing people to the correct places. I already have quite a bit of traffic, so now conversions to my email list should be higher!”

Sitting On Outdated Blog Posts That No Longer Reflect Your Business?

A VIP Day might be exactly what you need. In just one or two focused 4-hour sessions, we can work through your existing content, fix what’s broken, and get your blog working for where your business is at today.

Learn More