Quick summary
Write blogs your customers are searching for
You only need a blog if you want to educate customers, cut repeat questions, build authority, and get found on Google. Don’t use it as a business diary.
Instead write what people search: FAQs you get nonstop, how-tos, common problems, comparisons, pricing, and best-in-industry guides.
Length doesn’t matter – write enough to explain the topic well.
First we need to answer this question: Do you need a blog on your website
This depends!
You don’t need a business blog:
- If your website is a brochure website and you only need it for potential customers to get an overview of your main products and services.
- If potential customers access your website through a direct link that you provided to them (in a quote, or on Social Media for example).
- If you don’t need new customers to find your website in Google.
You need a blog on your website:
- If you want to provide useful information about your product or service to your potential customers.
- If you want to save yourself a huge amount of time and avoid having to answer the same questions over and over again to new customers.
- If you want to be taken seriously in your industry and become a “go-to” source for valuable information.
- If you want to be found in Google and attract new customers who found your website through a search engine.
What should you write on your website blog?
Businesses often struggle creating blog posts for their website. You know you need a blog, but what should you write about?
Quite often, businesses use their blog as a business diary where they publish company news in the blog posts. If you’re one of them – stop it, right now!
Here’s what you need to know about your business blog:
➡️ A blog is not a business diary.
➡️ People don’t wake up to hang out on your website or blog.
➡️ People open Google and search for answers to their questions.
If you don’t answer the questions, your competitors will.
When you write a blog article, always ask yourself: How does this help my potential customer? Is my customer looking for this content online? If the answer is yes – keep on writing. If the answer is no – you could use the content for other channels, such as Social Media.
People don’t use Google to search for:
⛔️ New employee started in your business.
⛔️ Staff birthdays / retirements.
⛔️ If someone had a baby.
⛔️ What you’ve done this week/month.
All of this can be used in your Social Media posts.
What to write in your blog?
✅ Questions your clients ask you ALL the time.
✅ How to use a product / service like yours.
✅ Common issues with a product/service like yours.
✅ Comparison information – your service vs. another solution.
✅ Price information.
✅ Best in industry.
How often should I write a blog post?
Blogging is part of content marketing. Content Marketing is HUGE and can bring in thousands of visitors to your website every month. If your website is “flat”, contains no content that’s useful to your customers and only talks about and tries to sell your products and services, your website won’t do well in search engines such as Google or Bing.
Aim to write as many blog posts as you can, and write them regularly. If time is tight, you could write a new blog post once a month. If you have help and you could delegate some of the writing, you could aim to publish one a week or even more often.
Blog posts are best written without any distractions (phone off, email off, notifications off) and they explain one topic really well.
How long should my blog posts be?
You will find many websites online that claim a blog post needs to have 500 words or 5,000 words!
There is no law! The blog post needs to contain as many words as you need to explain the topic. This could be 500 words or it could be 10,000 words.
For example, if you answer a question you get asked all the time, your answer might be short and contain everything the customer needs to know. If – on the other hand – you aim to write an “ultimate guide” to your subject, expect to spend some considerable time on the blog post and your word count will be substantially higher.
Blogging saves you time
Blogging will save you lots of time in the future. When a customer sends you a question, you can send them the link to your blog post that already answers this question.
Make a list of the most common questions you get asked regularly – particularly by new customers – and answer them on your blog first.
Remember – every question is one new blog post.
Do not use FAQ – frequently asked questions. They should be used for your service delivery questions, such as shipping, how long it takes, payment options etc.
If you have any questions about how to get started, send us an email and we’re happy to help.
