6 Reasons Why Your Business Needs a Blog (Jargon-Free)

So - you’re a business owner with a website, and you’ve heard that having a blog is important. But what does a blog do? Who would realistically read it? And is it just about SEO (which means what, again)?

If you don’t get why blogging is worth your time, you’re in the right place. I’m going to explain how a business blog differs from a personal blog, and 6 cool things it can do. Plus, I’ll keep jargon to a minimum. Promise. 

Let’s get into it 🪄

Those new to business blogging might think blog = online diary. In fact, I sometimes see blogs like that on company websites. Frankly, doing that is a waste of time.

A business blog is not a personal blog. It is a different beast. A good one has the power to bring people to your site, and turn readers into customers. For your blog to do this effectively, you have to consistently update it with high-quality, useful posts. Think less personal ramblings, more authoritative articles.

That requires a lot of work. So is blogging worth it? Well, here are a few stats from HubSpot:

On average, companies with blogs produce 67% more leads than those that don’t.

Companies with blogs also get 55% more website visitors.

Companies that prioritise blogging receive 13 times more return on investment than those that don't.

Sounds great - but how does a blog get you customers? When you think about it, a website without a blog only has a handful of web pages. But every blog post creates another page, and every page is another opportunity to show up on Google.

By including relevant terms that people are searching for (e.g. ‘jumpsuits for weddings’ or ‘order vegan kimchi’), your blogs can get to page 1 of Google - and then get clicked on by more people. That’s a bit of SEO, aka search engine optimisation.

Over time, if you keep blogging about topics relevant to your business, Google will recognise your website as a legitimate source. That means that your whole website will ‘rank’ higher than your competitors in Google search. All because of your blog.

So your blog will get your website more traffic, but will those people buy anything? To turn a visitor into a customer, your blog posts need a ‘call to action’. This could be something simple, like a ‘buy now’ button.

A more effective strategy? Dangle something free - a helpful PDF, discount code, free trial - in exchange for their email address. That way, even if this person doesn’t want to buy anything yet, they’re now on your mailing list. After receiving offers and news, they may turn into a customer later.

Speaking of that pesky mailing list, it can be hard to come up with reasons to email your subscribers without discount codes or new stuff. Sharing a new blog post is a great reason to keep in touch with your followers.

That doesn’t just mean via email - you can also link blog posts on your social media channels. Easily done on Facebook, Twitter and LinkedIn of course, but you can even share blogs on Instagram and Pinterest with the help of nice imagery and a ‘link in bio’ tool.

If you update your blog regularly, it lessens the need to come up with newsletters and social media content from thin air. What’s more, if your blog post is good enough, other people will share this content with their own social networks. This is a great way to get exposed to new audiences.

If you consistently come out with valuable content, you’re not just getting Google to like you - your actual audience will start seeing you as an industry expert. And when people believe you know what you’re talking about, they’re much more likely to trust you with their custom.

Say you have an e-commerce business that sells houseplants. If you post blogs like ‘10 Best Low-Maintenance Houseplants’ or ‘How Not To Buy a Sickly Houseplant’, customers will feel safer buying from you than from a shop without any educational content.

A backlink is when another website links to yours. Backlinks are one of the main ways search engines can tell that you have a legit website, so more backlinks = you’ll be higher up in Google search results. This is, you guessed it, another bit of search engine optimisation.

Backlinks sound straightforward, but they’re pretty hard to get. In fact, 41% of experts say link building is the most challenging part of SEO. That’s because it’s not just a link, but a vote of confidence - someone saying you’re a trusted source.

Your blog can make you that trusted source. Releasing high-quality articles will eventually establish you as an authority in your sector. Not just to customers, but to other companies - who may then provide good backlinks when they reference your articles.

When you craft a promotional email or a social media post, it’s a one-and-done thing. People might keep engaging with them for a few more days, but no one will look at them long-term. Blogs are different.

Every blog post is a web page, and people can keep discovering them via search engines. And when you optimise your blog posts effectively, they can sit there forever, steadily generating new customers and subscribers. 

The best thing is that they can do this for weeks, months or years down the line, without requiring any more work or money. Not every article will have amazing evergreen value - but the more blogs you post, the more likely you are to land on one that becomes a nice little earner.

A well-executed blog can be of huge benefit to your business - but it’s a lot of work. Hiring an SEO blog writer takes the whole thing off your plate. Here’s a little insight into how I make consistently high-quality blog posts for my clients:

Ideas generation - Getting the topics right is crucial. I’ll research trending subjects in your sector, think of questions your audience might have and look for SEO opportunities.

Keyword research - I’ll use the latest tools to discover search terms that could bring the blog post high up in Google search.

Writing - I’ll create an original, high-quality blog post that integrates keywords in a way that sounds natural. My writing is free from plagiarism and AI.

Links and CTA - I’ll embed links to other parts of your website, and write a call-to-action to help turn a reader into a customer.

Free edits - If I haven’t hit the mark, I include 2 rounds of edits for free.

Free content calendar - Repeat clients can get a neat little spreadsheet to help with future marketing planning.

If you could use a hand with the upkeep - or creation - of a business blog, I can help. I offer discount packages, free content calendar creation and more. Just pop me a message - I’d love to hear from you.