THE BENEFITS OF A BLOG
Every flooring contractor should have a blog on their website.
HAVING a good website was once enough for a business. It gave you a presence online, an ‘About Us’ page, as many pages as you needed to promote your full range of products and services, and importantly, your contact details.
Now, in 2020, a website isn’t enough on its own. You need to find various ways to enhance your on-line presence and a blog is a great way to do that. And best of all, it’s much easier than you may think, so please allow me to explain why.
The world of media continues to evolve. Social media, YouTube videos and websites live alongside print and online publications and a myriad of other ways to influence customers. Once known as ‘weblogs’, blogs are now an important part of the media mix.
Many businesses do not have a blog on their website because they are concerned that they will struggle to manage it; will not find the time to write posts; or just can’t see the value in having one.
Here are a few reasons why you should have a blog.
- Improve your chances of being ‘found’ online
- Having a blog enables you to add content to your website quickly and easily. Someone who searches for carpets or flooring is most likely hoping to source and specify the best contractor for the work.
If you’ve written a blog on the subject, then they could be directed to your website by a search engine that deems your post helpful. The potential customer will read your post and hopefully have a look at your product pages too, improving your chances of being specified or making a sale.
Stand out from your competition
Why would your customers specify you over another flooring contractor? They may well find the answer in your blog. A blog is much more informal than a traditional web page. It can better reflect your personality and illustrate the type of organisation you are.
Importantly, a blog carries interesting and helpful information that will help position your business as a trustworthy market leader in your sector. This reassurance may encourage the buyer to contact you.
Here’s why having a blog is a good thing:
- 60% of businesses who blog acquire more customers.
- Companies that publish 11 or more blog posts in a month had three times more website traffic than companies that published 4 posts a month. Source: Hubspot
A blog helps your search engine optimisation
Using a blog to boost optimisation has never been easier. In fact, if you have a WordPress website, then there are very simple tools that almost do the SEO for you.
Search engines love fresh content. By adding new content regularly – and no, I don’t expect you to post a dozen times a month – you’re showing the search engines that your website is current, and they may well index your site above sites of your competitors. Blogging is also an excellent way to improve the ranking of your keywords so you can be found by more people, consequently driving more traffic to your website.
What should my blog include?
A blog is designed to demonstrate your expertise and knowledge of the flooring sector, not to sell. You can write about trends or topics that affect your industry or about ways that you have successfully tackled recent installations for customers.
It’s important that you write content that will be engaging and useful to the reader, and which isn’t directly related to generating a sale. Most of the content should be industry-related news, ‘how-to’ guides or general advice. Just think about how many times you will have found a ‘how-to’ film on YouTube. A blog is a written version of this type of information.
Don’t forget to include photographs
Photographs obviously provide a picture of the type of work you do. And a well written blog may include a couple of pics, or even an infographic (more about infographics at another time).
However, photographs have a hidden benefit. They carry the facility to add an ‘alt tag’. An alt tag is a few words that Google, or any other search engine, can read and then use to improve the search values of your website.
Don’t forget to include your call-to-action
I make no apology for saying this again. If you don’t clearly tell somebody what to do, then they’ll not do it.
You certainly don’t want them to read one article and leave, so your call-to-action could be a link to another blog, or to a related product page on your site. You could also add a link to ‘related posts’ at the bottom, to hold the reader’s attention and keep them on your website for longer.
Don’t forget that the blog’s design makes it easy for readers to share your content on social media if they think that it will be useful to others. Likewise, you can quickly and easily share your newly written blog to your own social media contacts.
Go on, give it a try
Please, look past the obvious barriers that might stop your business benefiting from a blog and see the bigger picture. Yes, blogs take time and thought to write, yet you only need to regularly write 300 words or so to have an interesting, topical and search-friendly blog on your website.
StreetwiseSubbie’s blog, which you can access on our website, carries at least 250 blog posts, so if you need any help setting up and writing yours, then just give us a call or send an email. We will soon point you in the right direction.