As a business owner, you might ask, “does my business need a blog?” Well, let me ask you this: how do you market your business? There are plenty of avenues to spread the word about your company, including print, radio, and TV advertising, social media, and email. A vast majority of businesses also have a basic company website, which helps them market their business on a 24/7 basis. That’s a smart move, but they can do more.
Take, for example, a plumber. When you have plumbing work that needs to be done, it’s important to know who can do the job right. The plumber who has a website has a distinct advantage over one who doesn’t. A website that lists the types of services performed, contact information, and service area, gives you the kind of information you need to hire that plumber.
The plumber who goes a step further and adds a blog to his website has the potential to earn more business than his competitors.
A Website with a Blog Means More Traffic to your Business
“Does my business need a blog?” Consider this: a blog can boost the traffic that your website earns.
Google’s search function helps to return relevant answers to a specific query. It does this by sending its Googlebot (often called a bot or spider) out into the vastness of the Internet to crawl sites and index them. The more information a site makes available to these spiders, the more that can be indexed.
That’s a very, very simplified version of the process, but the point I’m making is this: adding a blog will increase the information these bots read and index on your website.
More than 80% of consumers begin the purchasing process with online research, so being found online is becoming essential to your business. The more content you make available, the better your website traffic could be. If your website hasn’t changed since 1997, search engines and your lost customers will be able to tell.
Value of Content on Your Website
The content on your blog needs to be valuable to your reader, or it’s pointless.
Let’s return to our plumber. You might not think a plumber could come up with content that is valuable to the average reader. But what if that plumber posted a blog about where you should plant trees around your house? At first, you might think he’s overstepping his boundaries by telling you how to landscape your yard. As you read, however, you learn how the location of trees in your yard can affect the drainage lines from your home. If you have to hire a plumber to clean out sewer lines clogged with tree roots, you’re looking at heavy equipment digging up the damaged pipe, lots of mud and mess, and considerable expense. And if the tree in question dies, you’ll be looking at additional expense to have it removed. Better to plant it in another spot to begin with.
If you’re that plumber, you’ve just provided some very valuable information to your audience. If you’re a homeowner, you view that plumber as an expert in his field.
That, my friends, is content with value. And that is what you want to provide with your company blog.
Is a Website Different than a Blog?
As you can see from the example above, a blog is only a part of your website. Your website serves up essential information about your business, including your location and contact info as well as a description of your services. A blog is where you can provide expert advice, current events, case studies, and insights into your company culture. You don’t have to call it a blog, of course. Current events, latest news, and updates are all titles that our clients use to describe what is technically a blog. Adding a blog to your website can be a simple matter. You don’t need to know how to design a website or install special software. Your blog has its own software on your website and can be updated as easily as a Microsoft Word document. An easy-to-update website means that you’ll update your blog more often, thus attracting more traffic.
If your current website doesn’t have a blog and isn’t performing well for search engines, contact us for a website audit. Look at how your competitors show up on search and how many other companies are in your niche. Survey your customers to see if they have visited your website and what they liked about it. You’ll find out that more people would visit a blog for your business than you thought.