Does Your Website Really Need a Blog?

Screen Shot 2013 07 15 At 11 42 13 AmAs a business owner in the pool and spa industry, you probably appreciate the importance of having a strong web presence — but you’re not alone if you have reservations about committing time or resources to creating and maintaining a blog on your company's website.

What tangible value would a blog bring for your company? And how many people want to read about pool or spa-related topics, anyway?

Your skepticism is understandable, but the reality is that a blog can provide real benefits for any business with a website. Below are three primary reasons why you should consider starting a blog on your website.

1. Positive Search and Social Visibility

Studies show that 60 percent of the decision-making process has already happened by the time your customer actually reaches out to you. In other words, your customers are doing research and due diligence before you have a chance to talk to them, and your online presence will likely be the difference between a prospect contacting you for a quote and going with a competitor.

There are two major challenges you face in the battle for online lead generation:

1. Creating targeted visibility for your online presence 

2. Communicating the message that will convert them from visitor to customer

A good blog will help with both.

In terms of both search engine optimization and social media, a blog gives you a strong advantage. In terms of search visibility, the top search engines — Google in particular — give preference to websites that feature frequently updated content. A blog is the perfect venue to keep your site updated with fresh content. 

Furthermore, where your homepage and landing pages are likely to target shorter, bigger-volume keywords for organic search, your blog allows opportunities to target long-tail keyword phrases that have a better chance of ranking for a targeted but valuable segment of searches. Lastly, keeping your blog updated regularly means you have a source for content that can be shared through your social media channels. Rather than posting a message or links to an external site, you can encourage followers to click through to your site when posting about new blog content, getting them one step closer to conversion.

2. Control Over Your Message

There are times when you’ll have the need to clarify or respond to some aspect of your business or services. Maybe you’re announcing an expansion of service areas, or perhaps you’ve noticed a common misconception among your market about saltwater pools or a specific aspect of pool maintenance. Your blog is a great way to join the conversation and communicate to your audience exactly what it is they should know — in your own words.

3. Long-form Content

Marketing writers love to talk about the importance of brevity and digestible content when it comes to business websites. It’s true that the majority of visitors are likely to skim pages rather than read them, which is why is pays to be concise on your homepage and services pages.

That said, there is also undeniable value to longer content — value that can turn into lead generation for your business. With such an overload of information in their everyday lives, consumers are filtering out self-promotional messaging more than ever. By devoting quality blog posts to more in-depth, useful, unique and/or nuanced content that is valuable to your audience, you are establishing yourself as a helpful source of expertise with these readers. With this relationship in place, visitors will be significantly more likely to convert into customers. 

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