I’ve noticed a trend that’s lasted almost my entire career as a web designer. At first, I thought maybe it was just the types of projects I was working on. But after countless kickoff meetings, presentations, and website launches, for all types of businesses, I’ve noticed that there’s one component of a website that universally makes people cringe. It’s the one thing that’s almost always met with hesitation, grumbling, crossed arms, and eventually a begrudging acceptance.
I’m speaking, of course, about blogging.
It’s the internet’s version of flossing — you know it’s a good habit to get into, you’re aware of the benefits, but you’re not excited about doing it.
But that doesn’t mean it’s not important. Despite the rise of social media platforms, keeping up with your blog is still one of the most vital aspects to generating organic traffic to your site and successfully promoting your business online.
A well-written blog positions you as an expert in your field. Write about what you know. It doesn’t need to be lengthy or Pulitzer-prize winning, but you probably possess a great deal of information your clients don’t. Sharing some of that will reinforce that you’re the place to turn when they need a service or product you offer.
People often turn to the internet in search of information or a solution to a problem they face. Help them out by providing useful, up-to-date information. Don’t just claim you’re the premier service-provider — back it up with professional tips, advice and insights that customers can actually use. Be their information hero. This goes a long way in cementing you as a leading contender during a customer’s decision-making process.
Routinely updating your blog shows that you actively engage with and communicate to your clients. It also offers a great opportunity to peel back the curtains and show your existing clients what you’re up to. Show the human side of your business and allow clients to connect with you in a more meaningful way.
Now that you’ve demonstrated your expertise and authority on a given subject, blog posts offer a natural opportunity for a call-to-action. Help guide potential clients towards the next step on their journey for a solution — perhaps it’s to contact you or download a white paper or view a landing page that offers further information. After trust has been built, you’ll start to see higher conversion rates.
Yes, just like flossing, blogging can feel like a bit of a chore. But the more you do it, the easier it becomes. Even just a few posts a month can improve the health (and profitability) of your website.