Many small businesses and non-profit organizations are missing a golden opportunity to communicate their expertise and personality to potential customers through a blog. For example, a carpentry business might have a simple website with an about page, services page, pricing page, and a contact page. This website will probably look like it was built in 1999 and will usually not communicate the personality or quality of the businesses. As a consumer looking to hire a carpenter I want to make sure that this isn’t some hack who had a nephew taking a HTML class in high school and decided to do his class project on his uncle’s carpentry business. A way for the carpenter to build trust with the visitor and increase his conversion rate is to create a blog on his website.
This blog can be easily created using a blogging platform like WordPress and can easily be installed in a subfolder of the the original website. For example, the URL to the blog might be http://www.example.com/blog. On this blog the carpenter might want to post pictures of project he has previously worked on or maybe explain the benefits of a new technique or material he is now using in his projects. The carpenter can also establish that he is a professional by giving a how-to tutorial on a simple carpentry tricks that every homeowner should know. If the carpenter is ambitious they can also post how-to videos or videos showing projects they have completed. The carpenter will also want to post any news that is happening with the company as well as any awards they have received.
So, what are the benefits of creating a blog? The first benefit is it shows the consumer you care about your business. Especially in trades like plumbing, carpentry, and electrical, consumers usually have trust issues and have had a bad experience in the past. By posting to a blog a couple times a week it shows that you care about your business and the consumer, and the consumer will respond. The blog will also allow you to communicate your personality through the internet. By blogging it shows that the company is on the leading edge of technology, so the consumer would expect same of the business. It also allows you to create a connection with the consumer even before talking on the phone or in person. Finally, a blog will attract more visitors to your website, which will turn into more business. If you post quality content on your blog other websites will start linking to your website. This will increase your rankings in the search engines for more local keywords, which will get you more free leads over time.
Hopefully this post outlines the clear benefits of specialized services getting online and blogging. If you are a small business owner interested in creating a blog on your website then please send me an email for more advice.