…part of the “Ten Ways to Maximize Your Small Business Website’s Performance” series…
A blog can be a great way to communicate with customers on a more personal level. Your blog can educate visitors about your industry or provide some perspective on what direction your company is heading. It can show your expertise. A good blog can drive traffic to your website, help you rank with the search engines for more keywords, and add value for your customers.
The key is to create interesting content that keeps visitors coming back for more. The questions your customers ask you are a great place to start. News in your industry is another excellent starting point. Your customers will come to rely on you to report the news that affects them.
There are a number of different ways to create a blog, but not all of them will give you the results you want. To get the most for your business from your blog, you’ll want to integrate your blog into your web site, or to link the blog and the web site together well. You’ll also want to style your blog to match your web site, in order to reinforce your brand and to give your visitors a smooth transition between the two.
Since there are many choices in setting up a blog to go with your web site, your best bet is to discuss your options with your web master or web designer.