Why Your Website Must Have A Blog
Some advice on why your website or business should have a blog and be blogging on a regular basis.
In this digital age, more and more people are taking to reading online, perhaps on a laptop or a handheld device such as a smartphone or tablet. On a bus or train journey, many people find it far easier to carry a tablet rather than a large book, and will buy and download a book to read to while away the time.
Others, of course, will surf the net, looking for things that interest them or log on to sites such as Facebook and Twitter. This is why your website must have a blog if you want to make the best use of it. Ideally, you want your customers and prospective customers to return to your site again and again, and the way to ensure that they do that is to provide them with material that interests them.
Many websites do indeed have a “Blog” link at the top of the home page, but it is surprising that if you click on it, you will often find that the last post was three months ago – or even more. It seems to be the case that many business owners start off with the best of intentions and write two posts a week for several months, but then find that it is becoming a chore, so it dwindles to one post every fortnight, then once a month, and then that becomes “when they remember it” or never at all.
A Regular Blog Post Is A Necessity
If you want customers and prospects to keep visiting your site, a regular blog post is a vital necessity, not something that is optional. The big advantage of providing regular posts is that you can use them to sell more of your product or service.
However, what is key here is to strike a balance. If you make a sales pitch in every blog post you will find that your visitors will very quickly leave you because they simply don’t want to be “sold” something every time they log in. You need to look at this from the point of view of what the visitor wants, and what he – or she – wants is entertainment or information, or a mixture of both.
In order to keep visitors interested, the ideal to aim for is a couple of posts a week. Most of these should be informative and/or entertaining, but once or twice a month you can also use your blog post to promote a special offer, an event that you are holding, a discount for “regular customers only” (i.e. your visitor), or anything else that you wish. By approaching your blog in this fashion you will keep visitors coming back to your website since you don’t come across as a “pushy salesman”, yet you can still use it to promote in a subtle fashion.
Not Enough Time
Of course, the problem for many business owners is time. How often have we heard “I simply don’t have the time to sit down and write two blog posts every week.”
The good news is that you don’t have to. You can delegate it to a competent member of staff, or alternatively, you can simply outsource it. There are many websites out there that offer writing services and they have some very good writers on their books. It is true that they also have a lot of people whose first language is not English: you only have to look at the garbage on some of the websites that you visit. However, when you find a good writer it pays to look after him or her.
This way you can have regular blog posts written for a reasonable fee, keep your visitors coming back and use your blog page to increase sales.