These days, it’s not enough for your business to have a professional-looking website with eye-catching graphics and compelling copy. If you’re not updating your website regularly with fresh content, you’ll never be found by consumers or search engines – and your site will end up getting lost among the billions of new Web pages that are created every day. A blog is just as essential to your business website as contact and product information, and while it takes some time to write compelling content, your efforts will pay off with a larger base of potential customers and better search results for your company. Here are a few reasons why you should make blogging a priority:
- Blogs make it easier for people to find you. While some people may not be looking for your business specifically, they will likely turn to the Internet as their first resource when trying to find new information about your industry. Search engines are always crawling for new content, and a blog page on your website that is frequently updated (every few days, if possible) will give the engines something to index – meaning engines will store information about your website and bring it up when someone enters a certain search term. This should organically drive up your rankings on Google and other search engines, easily increasing your visibility and boosting your site traffic. As attractive as your site might be, it will simply sit stale in the far corners of the Web without fresh content.
- Blogs are a free advertising opportunity. As mentioned in our last post, blogs are a great way to build positive links for your business. The best part: You can market your services the way you want to, and if you write content yourself, it doesn’t cost you a dime. The more people that find your website (intentionally or not), the greater your opportunities to sell. Good original content will keep people on your site, and entice them to come back, too. Of course, you should take it a step further by promoting these blog posts on your Facebook or Twitter accounts – additional marketing tools that are also cost-free.
- Blogging demonstrates your expertise. Publishing blog posts gives you a chance to show your experience and knowledge about the field. Write about interesting topics that relate to your business, and how the services you offer can meet consumers’ needs. Ideally, people will see you as an expert and think of you the next time they seek a service you provide.
- Blogging allows you to connect with your customers. Having a blog on your website adds transparency as well as a personal touch to the other important information already on your site. Consumers are more likely to do business with companies they trust, so write posts that are casual, friendly and useful. Don’t hesitate to show your personality or to provide a little insight into the daily operations of your company. Be sure to allow all (non-spam) comments as well; while negative feedback may be hard to take, it gives you an opportunity to respond and show that you care about the quality of your service. Comments also create a dialogue on your site, which brings in traffic from those wanting to join the conversation.