Your blog: The heart of your website
So, you have a website. It’s likely you made a significant investment of either time or money, or both, in having it built or building it yourself. Now you just sit back and wait for visitors to flock to your site. If you build it, they will come. While it’s true that your website can be your very own Field Of Dreams, you can’t just put your website on autopilot and expect visitors to magically show up. Luring traffic requires a proactive effort that includes a solid plan for consistently offering relevant and useful content for your readers.
Static vs. Dynamic
Let’s say your website has three pages: a home page, an “about us” page, and a “contact us” page. Chances are you don’t update any of those pages very often. So, how do people find your site? Probably only if they specifically go looking for it. These are people who already know you. You’re already on their radar. Someone handed them your business card, they saw one of your vans on the road, or a friend recommended you to them. All good, of course. But these are customers you are already getting. The reason for investing time and money into a website was to get more customers, right? The way to do that is to transform your website from a static site with only two or three pages — some websites have only one page! — to a dynamic website with many pages that contain keywords that people who need your products or your services will be searching for. Every new blog post creates a new page on your website. Understanding the Google algorithm for ranking websites can be ridiculously complex — there are entire businesses devoted to helping people get their pages ranked — but one thing that’s simple to understand is this: Google is going to give better rankings to websites that are active.
Happiness is Sharing
In addition, every new blog post is a piece of content that can be shared. You can share it on your own social media pages, and other people will do so, as well. This enables you to get your name in front of a whole lot of people who had never heard of you before. When they click on the blog post you or someone else shared, they are redirected to your website.
Call To Action
So, now that you’ve got them on your website, you’ve got the potential to generate a lead. Every post you write should include a call to action. It can be as simple as “Give us a call” or even better, you can offer them something for free. Depending on the nature of your business, you can offer a free consultation, a free fact sheet, or a free trial. To get the free item, they fill out a form with their contact information, and now you have a lead.
Successful Leadership: Not Influence But Authority
One of the most valuable results of consistent blog posts is the ability to establish yourself as an authority. Let’s say you run a plumbing business. If someone has a leaky faucet and is Googling ways to fix it, your post on how to replace a washer is going to be valuable information. Include a call to action that offers them a free DIY repairs information sheet, and now you have their contact information. And if they discover that fixing the leaky faucet is a bigger job than they can handle themselves, or they discover a bigger plumbing issue to be addressed, there’s a good chance they’re going to call you, because now they know your name and you’ve already established a connection.
A single blog post can yield long-term results by bringing people to your website for weeks, months, even years after it’s written. For that reason, it’s a big mistake to judge the effectiveness of your posts by looking at only the first month’s data. By publishing consistently, you increase page views exponentially. Why? Because if someone clicks on a post that comes up in a Google search or they see on social media, if your content is useful to them, it’s likely they’ll read another of your posts, maybe one that was published six months ago. So, while you’re lounging on the beach, your content is still working hard! So, your blog page really is the heart and soul of your website. Consistent blog posts will put your website to work for you in ways that just aren’t possible with a static, never-changing site. Need help getting started? Your first consultation is free!