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Small Business Copywriting: Why Your Website Needs a Blog

Small Business Startup Blog

You would do anything to make a great first impression on your new customers, right? Chances are, in 2019, your website is the first touchpoint for the majority of your leads. That means it’s also the first opportunity to really wow them with your brand. While there are loads of different ways to do this, one of the easiest ways to make sure you win your leads over from the get-go is with a great blog!

For a small business, blogs can bring huge benefits like increased site traffic, higher ranking on Google, as well as a deeper connection with your customers and leads. If you want to crack the blogging code and learn why you need to churn out regular, fresh content, read on.

Google loves fresh content

We’re going to let you in on a little secret. There’s more than one way to make your business stand out on Google. And one of the best ways won’t cost you a cent in advertising spend!

Basically, the more frequently you post new content on your website, the more frequently Google will index or “crawl” your site. This increases the chances that you will appear high up in the search results for the keywords and topics that are relevant to your business.

Why you may ask?

Well, first and foremost, Google’s priority is its users. They want to keep people coming back as often as possible, so Google’s number one goal is to serve users the information they are looking for as quickly as possible. It’s this commitment to their users that keeps Google regularly updating their algorithm. One recent update – coined the “freshness update” by those in the know – is responsible for the change.

Google is more popular now than ever, with recent stats showing the search giant sees upwards of 63,000 searches per second across the globe. Even more amazing is that an estimated 20% of those searches are completely new queries.

It’s in an attempt to satisfy these constant new searches that Google is always on the hunt for fresh content. The good news is, you can use the algorithm to your advantage. By posting regular content like blogs on your site, you can increase the chances that Google will favour your site, bumping you closer to the top of search results and leaving your competitors in your dust.

Keep people on your site for longer

We know, we know. Getting visitors to your site sometimes feels like half the battle. So once you’ve cleared this hurdle and have a steady stream of traffic, what next? In order to give yourself the best opportunity to sell to these leads, you want to keep them on your website as long as possible.

While there are lots of ways to minimise the dreaded bounce rate and help keep the right kind of people on your site for longer, one of the best ways to achieve this is with blogs! Once you’ve got your blog up and running and are posting fresh content regularly, get out there and share it! Posting links to your content in emails and on social media platforms are great ways to drive traffic to your site.

By ensuring your topics are of interest to your target audience and the content itself is engaging (i.e. not one big jumble of words) you are likely to keep your website leads on the hook and spending some serious time on your page.

You can get personal

In this era of buying local and supporting the “little guy”, your customers are just as interested in who you are as what you do. By giving your customers (and potential customers) insight into who you are as a person, they are more likely to connect with you and your brand.

Ready to get started? The opportunities are only limited by your imagination. Here are a few content ideas to get you on the right track.

  • Answer some commonly asked questions about your products or brand.

Chances are, if you’ve heard it from one customer, other people will be wondering too. Use your blog to get on the front foot and control the narrative by answering questions from your point of view.

  • Introduce yourself and your team.

Call it nosiness or just a natural curiosity, but people love to know who they are buying from. Your blog is a great opportunity to not only show your face but take the time to let your customers get to know you and your staff.

  • Shout about the latest and greatest.

Got a new product that’s ready to drop? While it’s a good idea to promote this on all your platforms, blogs give you the freedom to really get into the nitty-gritty and give people a proper overview of what it is and what it’s all about. Your legitimate leads will appreciate the overview and blah blah blah.

More content = more links

Ever heard of a backlink? It may seem like SEO mumbo jumbo, but this is a surefire way to ensure your website stays at the top of search listings.

Basically, every page on the web has what’s called a “domain authority,” a measure of the legitimacy of the page. By keeping your site fresh and up to date with regular, compelling content, you increase the chances of other pages quoting you and linking to your site. The more of these backlinks you get, especially from trusted sites with high domain authority, the better! Keep posting those blogs are soon you’ll find yourself sitting pretty at the top of Google.

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