Does my business website need a blog?

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A business website needs regular updates to content to ensure you are always meeting the current needs of the audience. The best way to do this is by publishing regular blog posts.

But the benefits of business blogging extend far beyond just keeping your website fresh. Here are the top 12 benefits for blogging on your business website:

Good content is a service to your customers and clients (and your staff)

Even without every other benefit on this list, this one alone should encourage you to blog. Good quality content is a service to your customers and clients. It can help customers to decide whether your product or service is a good fit for them. Do they like the way you do things? Can you get results for people like them? Do you share the same values? Will you work well together?

Good content can help them to solve their own problems without needing to tie up your staff with phone calls. By the same token, you might end up with a greater number of phone calls but from people who have already been able to educate themselves on which product or service to purchase and why your business is the right fit for them. These are people ready to spend money with you, not kick tyres. 

Blogging helps to build trust in your brand

How many times does it take to build a positive regard for a brand?

Blogging develop and demonstrate your authority

More opportunities to be found by google and your potential customers

There’s a LOT to unpack here. This is such a vast topic we can’t even begin to cover it all under a single benefit within a single blog post. For now, all you need to know is that getting your website to show up on the first page of google search results (called “ranking”) is something we try to do through the inexact art and science of SEO. This is where we optimise website pages to best match a specific search a user enters in google. The better the match, and the more useful google thinks your page is, the higher it will rank, and hopefully the more traffic it will get. 

Generally speaking, each single page or post can be targeted to match one SEO keyword. The more posts and pages you have on your website, the more SEO keywords you can target. 

  1. Increase traffic to your website and keep it there longer

If you publish good posts, and organise them well, visitors to your website will have more reasons to stick around and to come back more often. 

  1. Gives your audience a reason to come back to your website regularly

If your website never changes, and you never add any new content, are you giving people a reason to come back? Probably not. Most people don’t purchase from the first website they visit. The larger the investment, the more websites they will visit and the more times they will return to their shortlisted sites to gather more information to help them to make a decision. 

  1. Good blog posts are shared on social media, introducing more potential customers to your brand
  1. Gives you something to share on your social media accounts

What do you share on your social media channels? It’s great to share those memes and behind the scenes stories. And it’s great to share content from other websites. But you also need to share some of your own shareable content. You can even automate this. 

  1. Gives you something to share in your newsletters. You can even automate this by setting up an RSS feed inside an email newsletter template. This is possible with most email marketing tools. This gives you another reason to get in touch with your past, present and future customers so that you can remind them that you exist, let them know of new products or special offers, but also give them provide them with useful information
  1. Give your business a competitive advantage over other similar businesses. 

They’re probably not blogging. With a small amount of effort, you can gain an advantage that will continue to provide measurable returns over the long term. 

  1. Build a connection with your potential customers and show your brand personality. Also, reciprocity. 
  1. The content that you create, demonstrates the areas in which you have expertise and what your specific approach or philosophy is
  1. Every post is another webpage for you to put your offer on, sign up form etc
  1. Unlike your social media accounts, you own your website and your mailing list. 

Any of those sites could shut down tomorrow or change their terms of use or freeze your account, or change their algorithm and hide your posts from your followers. Most social media posts are also quite ephemeral and will be lost in the noise shortly after being posted. But a well-optimised post will keep sending targeted traffic to your website for years to come. 

  1. Target your business decisions with more accurate marketing data

Collect data on the questions and concerns of greatest interest to your customers. Help you to target your marketing efforts and also your product development. Data-driven decisions give the best results. Use Google Analytics and Google Search Console to gather insights into what specifically people are looking for on your website, which pages they visit, which calls to action they click. Combined with google site search and SEO research tools like SEMRush, Ahrefs and others, you can put together a detailed picture of exactly what questions people are asking in the journey to becoming a customer and take steps to provide better answers to those questions and make them easier to find. You can also update sales page content and even design products and services that more closely match buyers needs. 

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  • Each blog post can be optimised to target a new SEO keyword
  • A standard website has an average of 5 pages. That’s only 5 chances to target keywords
  • When you provide good content that answers the questions that your potential customers have, you’ll start to build up your reputation with google. Who will start to move your blog posts higher in the search results pages. And the more posts you get to rank, the higher ranking google with give to your other pages on your website.  

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