Treat your website like a living thing and it will earn its keep.
Websites are like living things, they need to be kept secure and looked after and fed, not with food but with words, images and videos.
Having a blog or news area for updatable content gives visitors a reason to check back, especially if it’s useful information. Putting useful information on your site on a regular basis is called building authority and it’s great for Google. It helps your customers realise you know what you’re talking about. They’ll want you to make their wellington boots, do their accounting or whatever you’re offering.
Write useful stuff and give away as much as possible, if you worry someone is going to read your blog and then do what you do, think again, chances are they’re going to have a go, get fed up or fail and come to you because they remember where that brilliant source of information came from!
Write at least 4-500 words per blog post and include words and phrases people will use to find your article. Don’t add too many though, it needs to be easily read and Google can tell if it isn’t and if you’ve tried to stuff it with too many keywords.
Looking for inspiration for writing?
Here’s some ideas
What sort of things do you often get asked by your customers?
What sort of things did you struggle with or to understand when you started?
What are common myths about your industry that you can dispel?
How can you help your customers look after what you produce better?
The above should be great fuel for future posts, but I bet you can think of more!
How often do you write?
You’re only human and there are only so many hours in the day, and you’re running your business too! If you write too often it may get hard to think of what to write about sooner, in time things crop up that will influence you. People may get bored of your posts if they’re always seeing them on social media.
I suggest at least once a month if not once a week if you can. If you’re struggling to fit in writing then think about getting a copywriter, you can send them some ideas and they can write a series of blog posts for you to put out.
And what do I mean by ‘take it for a walk?’
How will people know you have a great site if you don’t show it to anyone? Taking it for a walk, or in other words, posting to social media is a great way to get your message out there. People need to know that you know what you’re doing, so posting your articles to the social media platforms where they’ll be is one of the best ways to reach a wider audience, especially if they share your content.
Another analogy I like that I pinched from Tim of Exposure Ninja. Before the internet you’d go to a shop to buy a telly, you’d have a conversation with a member of staff in the showroom who’d be the expert telling you all about what kind of telly would suit you and they’d have to tell each customer in turn. Imagine this is your business and you can put this information online, potentially reach millions of people, only having to write it once!
So think about your website as if it were a living thing, like a pet, feed it and nurture it with great content and it will feed your business with enquiries that lead to long term customers and advocates of your brand.