You’re doing a great job with your business. You’ve got clients. You’re advertising. You’ve got testimonials. And you’ve got an amazing website. But if you’re not blogging on your business website regularly, you may be missing out big time.
A lot of business owners don’t understand the importance of blogging. It’s time-consuming and you may not like writing to start with. But there are several good reasons why blogging can and will help your business and bring more clients to you.
1. Position Yourself as an Expert
One of the top reasons you should blog about your business is to show visitors to your site that you know what you’re doing. When someone lands on your website looking for your services, they should be able to clearly see that you’re the right person for the job.
Suppose you have a painting business. You might write articles about the best types of paint to use in certain situations – you don’t have to give up your trade secrets, but talking about some of the lesser-known techniques and mixtures will show visitors that they’re dealing with a professional.
2. Turn Leads into Sales
A blog can help you turn leads or casual readers into customers. The greater number of blog articles you have about your company and your skills, the more likely a site visitor will find something you’ve done that correlates exactly to what they’re looking for.
Perhaps you have a home remodeling company and you wrote an article about how you found and repaired a rotted floor under a customer’s old bathtub. Sometime later, you may have a potential customer who has a similar issue who chooses your services specifically because they knew they had a rotted floor and they know you can handle it.
3. Bring More Traffic to Your Site
As a business owner with a website, you’ve undoubtedly heard the term SEO. In fact, you’ve probably get weekly emails from various marketing companies guaranteeing you that they can land you on the first page of Google (spoiler alert: they can’t). That being said, having a blog has been proven to bring more search engine traffic to websites.
The reason is quite simple: while a website may speak of your general business and the services you offer, blog posts are much more specific. For instance, if you own a landscaping company and someone searches for ‘landscaping companies’ on Google, there are going to be thousands and thousands of results. And, unless you have an enormous company with an enormous budget, you’re probably not landing on the first page – it’s super competitive. You’re the little guy and you’re likely never going to be found.
But what if you had a blog? A blog post gives you the chance to really get down into the depths of what you do. Maybe you write a blog post called, “Which Type of Mulch Should You Use Around a Vegetable Garden?” While this is something fewer people might be searching for, there’s a much better chance of your blog post landing on a high spot on Google because even fewer people are writing about it. People searching for this information might be DIYers, but it gets your business and your knowledge in front of them – and if the answer is more complicated than they expected, they might just decide to use your services instead.
4. Document Your Own Skills
If you have a business and offer a lot of different services, sometimes you have to give yourself a ‘refresher’ before taking on a new job. Perhaps there are new techniques in your industry, or you’re planning on bidding on a job that contains a requirement you only do very rarely.
In my line of work building websites and providing enterprise-level technical support, no two customers are the same. In the world of Information Technology, just about every day you come across something you’ve never seen or done before.
As professionals, we’re always learning. One of the things I do regularly is write blog posts about new things I’ve discovered or worked with. And if they’re things I might not use very often, I can use these blog posts as my own documentation for the next time this task comes up.
A while back, I was given a requirement at my day job to block one of my client’s websites from being iFramed in another website. It wasn’t something I’d ever been asked to do before (nor have I been asked to do it since then), so I researched it and found the solution. I then went and wrote a blog post about how to do it. Now that it’s written, I can refer back to it if I ever get the request again – it’s a line of code snippets I’m not going to commit to memory and it saves me from having to do the research all over again.
5. Broaden Your Body of Content
If you have a website that serves as the ‘front page’ for your business, it’s likely that the site has very little content. Sure you have some images, a logo, an About page, and maybe a contact form, but when it comes to standing out online, everybody has those. A blog can help set you apart by increasing the amount of content your site has to offer.
The thing is, search engines love content. This means lots of text, lots of unique pages & posts – and one of the very best ways to do this is by blogging.
If you’re a business looking to hire new talent, having a blog that allows prospective employees to read could really help you recruit the right people by showing them up front what you’re about and providing a deeper look into what you do for your customers. A blog is an excellent way to recruit younger tech-savvy job seekers.
A basic website has but a super small tiny footprint on the vastness of the web. A good way to grow this footprint is by writing new articles & posts regularly on your blog. Over time, your site will become chock full of information about your industry. Search engines will view you as an authority in your area of expertise and more likely to serve up your business.
For those potential clients who don’t find you through a search engine, perhaps they picked up a business card or saw an online ad, having a blog will help give them the confidence that you can perform the job they need and that you’re worth doing business with.