Updating your website frequently is a great way to portray your business as a viable and active online identity, and to keep it on Google’s radar. One of the most successful ways to do this is with a blog, where you can post relevant articles and posts to encourage customers to enlist you for your products and services.
But writing can be very difficult. How do you pump out posts that your potential clients will read? We’ve got ten tips to help get you started.
Be careful not to overwhelm your readers with a big block of information that boggles the eyes. Lay your thoughts out clearly. It is often wise to designate one idea per paragraph, and to make use of bullet points or (like us) numbered lists. This allows your readers to clearly follow the structure of your post and to obtain information quickly.
You don’t need to write complex sentences or use big words. Many viewers will appreciate clear, simple text that allows them to absorb your content easily. When writing about specific and complicated subject matter, such as a new tool you’ve been using or a service specific to your trade, jargon may be difficult to avoid; however, as a general rule, try to keep each blog post accessible to everyone.
While you needn’t be a scholar to write good blog posts, you should demonstrate a basic understanding of the written language. That means no misspellings, no excessive use of caps lock, no inappropriate language, and proper use of full stops, commas and capital letters. It is often helpful to have a friend proofread for you to pick up on anything you may have missed.
Highlighting the main points of your blog post can be another good way to help readers to navigate your content. Make headings larger, put important ideas or subheadings in bold, or use a pull-out quote to emphasise your main point.
Blogs are more than a way of updating your site and sharing information. They can also be very persuasive. Try encouraging your readers to take action after reading your blog by supplying your contact information, sharing links to other posts, or requesting for comments and feedback. Remember, your blog is another way for you to interact and bond with your potential customers.
Your blog is an opportunity to show potential clients that you know what you’re doing. When you write about topics relevant to your trade, bring it into the real world by providing examples of your experience with the subject matter at hand. Not only is this more engaging for the readers, it also demonstrates your knowledge and skills.
Including images in your blog post can be eye-catching and informative. Just be sure that every image has a purpose, whether it is a feature image to encourage clicks, an infographic to clearly show stats and information, or photographic examples to emphasise your words. Use only high-quality images that appear professional and visually pleasing.
Many bloggers will develop some kind of ‘persona’ — a character through which they can write with consistent tone and personality. For small trade businesses, it can be easier to simply be yourself. Show a sense of humour, demonstrate your knowledge, be flippant, be friendly, be wise; decide how you want your readers to perceive you and your blog, and stick with it.
Some blog posts can be churned out in half an hour; others might take days of research and writing. That’s okay. The important thing is to develop some level of consistency with your blog’s scheduling calendar, whether this is challenging yourself to write three shorter posts each week, or publishing a single in-depth article per month. Remain active, find a schedule that works for you, and remember: quality is better than quantity.
Knowing your target audience and understanding what content they are seeking is very important. Thankfully, you can narrow down the field: if people have found their way to your website, they most likely have an interest in your trade. But don’t be afraid to think outside the box! If you are a painter, write a blog post about choice of colour inside the home. If you are a mechanic, write a basic how-to for teenagers needing to take care of their first car. Try to imagine what phrases people will be typing into Google, and write blog posts to satisfy them.
Are you still feeling daunted by the idea of blog writing? Never fear! Connected Tradies can put you in contact with a marketing agency who are skilled at producing professional communications. They can keep your website updated with new content that gets attention.