If you’ve ever looked into getting a website built, you will likely have noticed that most websites have a pretty tried and tested layout and menu structure. They will have a home page, an about us page, a services/product page(s), a contact page and a news page. Some will have more sub-sections and other pages depending on their business but most sites include these basics, and for good reason.
The other thing you might have noticed is that the news/blog/updates page (or whatever you choose to call it) often can become a little neglected. Much like starting a diet in January, we all start with good intentions but rarely make it beyond a month. You may even have scheduled each staff member to take it in turn but after a while, more often than not, it ends up being the occasional ‘we’ve won an award’ or ‘Merry Christmas’ post that gets thrown up. This can look pretty bad to anyone coming to your website and even raises the question of ‘is this business even open?’ if nothing has been added in months, or even years.
We’ve asked our blogging friends, Erudite Digital, to walk you through why you should consider using the blog on your website, some ideas for content and how to go about making it happen!
You might be thinking blogging is for 20 year old influencers who love to travel the world and show off their insta-lifestyle (COVID put a stop to that), or it’s for stay-at-home-mums who want to showcase their amazing home decor inspo or boho-chic outfits to their army of loyal followers.
While many people have become ‘bloggers’ as a creative outlet or a side hustle for making money, the blog section on your website is an important weapon in your arsenal if used well.
Showcase Your Business
Regardless of what you call your blog (and there are some terrible names out there) a blog section offers outsiders a window into your business, who you are, your staff team and culture, what their experience might be with you, key information they might want to know… the list is endless.
Search Engine Optimisation
A blog is a great opportunity to write about content that you want to be indexed on Google for. This will help your website rank better for the things you want to be found for and is an integral part of your wider SEO strategy.
3 Top Tips to Remember When Blogging!
One of the keys to blogging is consistency. It is about showing up regularly with useful, engaging and entertaining content that adds value to your site visitors and gives them a glimpse of what working with you might be like, it’s creating touch points for people to engage with your content.
Use High Quality Imagery
When it comes to writing a blog, having quality imagery with it is important. It breaks up the written sections, the photos support the content and they make it more engaging. Be sure not to use copyrighted images unless you are keen on a lawsuit (Google is not the place to source images) and make sure their are of a high enough resolution to look good on a big screen, while remaining a reasonably small file size so they don’t take weeks to load, thus penalizing your website speed score.
Target Your Audience
Have an idea of who you want to be reading your blog. This could be as broad as ‘a client’ or ‘a new lead’ but the more specific you are as to who that target audience are, the more useful you content will be and the easier it will be to write for them. Create a persona or an avatar of who you perfect client/ customer/ target audience is and write for them.
So to help make it easier, here is a list of ideas for content that you could use for your business:
So you now know why you should blog, and you’ve got some ideas of what you should blog about, the only thing left to decide is how to make it happen.
There are two different ways we suggest doing this:
Whether you do this in-house or you out-source it, it is important to maintain consistency in how often you blog, the quality of content you blog about and the tone of voice. Steer clear of controversial topics, or anything sensitive - the last thing you need is an attack of keyboard warriors in the comment section of your blog. Find a tone of voice and frequency of posting that feels genuine and maintainable, make a plan, and get blogging.
Thanks to the guys at Erudite for their help and advice on making blogs part of your website. Why not get started this week? If this is something you’re interested in doing but don’t have the people or time to make it happen, then let us know and we’ll happily make introductions to the Erudite team who can sort you out.
Now’s the time to invest in a professional lead-generating website and grow your business online. You might be surprised at how affordable a new website is, and you definitely won’t be disappointed with the finished result.