If you started with part 1 of ‘Why blogging will boost your business’, then you will understand that publishing small snippets of niche information on a regular basis is viewed favourably by Google and is likely to increase the number of visitors your website receives.

The next step towards a successful website is turning these new visitors into customers. This post will give you a working understanding of how blogging can boost your business by supporting your conversion rate.

Make the click worthwhile

The first thing we all try to do when clicking through to a new website, is to quickly confirm that we’re in the right place. We want to know that this website stands a chance of giving us the information or service we’re searching for. We’re all subconsciously thinking “was that a good click?”.

In part 1 of this post we talked about how blogging will increase your SEO and provide web users with multiple entry points into your website. The great thing about a blog post is, that you are able to reward the new visitor with a page of information that is exactly what they were hoping for when clicking on the link, rather than a generic ’services’ page or home page that contains an array of subject material.

Blogging lets your true voice be heard

This is a really important point. In traditional, static websites that have pages such as home, about us, services, etc, we often tend to write quite conservatively. We want people to take us seriously and to know that we are a professional organisation.

Too often however, we take this too far. We become staid, conservative – and even boring! How quickly we forget that ‘people buy from people’. Blogging allows your true voice to sing through. It’s your opportunity to show people what’s important to you, what your values are, and even what your sense of humour is like!

Use your blog to describe certain aspects of your business

All customers have questions. The problem is however, that not all customers have the same questions! It’s very difficult to describe your products and services in a way that is succinct, compelling, and suitable for all of your customer groups. Indeed, sometimes a lack of specific, quality information can be reason why people use the back button and return to their search results page.

Blogging is your opportunity to describe in detail some of the more unique or interesting aspects of your offering. Perhaps there are a few questions which people always seem to ask? Maybe you use the same analogies time and time again to explain a certain point? Well your blog is the perfect place for such information.

Blogging creates warm leads

New visitors have arrived on your website by clicking on a link in response to their unique search query. They are pleasantly surprised to find that the information they receive is specific, relevant, and valuable. This visitor remains on your website and continues to consume more and more information. They get to know you and begin to develop a pretty good understanding of what you can do for them.

Summary

The purpose of this two part blog post was to show you a few reasons why blogging will boost your business. For those of you who really like lists, here’s what we came up with:

• Blogging is great for improving SEO.
• Blogging creates multiple entry points into your website.
• Blogging will spread your digital footprint far further than most other forms of marketing.
• A blog post can satisfy your visitors deeply by providing valuable, relevant, and niche information.
• Blogging allows people to get to know you better.
• Blogging is an opportunity to describe your products and services in more detail without coming across as ’salesey’.
• Blogging can generate warm leads who are much closer to committing by the time they contact you.

I realise this was a quick canter through a subject which is quite vast and complex. Please add your comments or questions below so we can help you.