5 reasons your company's website needs a blog 2024

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As potential customers search for products and services, many turn to educational content to learn more about potential solutions. This means that your business can attract more qualified traffic and grow your sales by adding a blog to your website.

Whether you invest in a blog writing service or have the resources to create your own content, we’re going to talk you through the main reasons why it’s worth adding a blog to your company website.

It will allow you to earn trust by demonstrating your expertise

You need to earn customers’ trust before they will choose to spend their money on what you have to offer. Blogging is a great way to build a relationship with your readers because you can create content that demonstrates your expertise and establishes your credibility in your industry.

Not only will this help customers trust you but, as you publish more authoritative content, Google and other search engines will rank you higher for relevant queries based on your expertise, authority, and trustworthiness (E-A-T). As a result, you can improve your online visibility and drive more traffic to your site.

Let’s take a look at a company that does a great job of writing high-quality content that demonstrates its expertise to earn customers’ trust.

The Tinker Law Firm PLLC has a solid blog that hosts a collection of educational content for their potential clients. Notice how their posts are broken down by category, making it easy for visitors to find the information they are looking for.

Since this law firm focuses on medical malpractice suits, their posts all relate to this, helping inform their readers about relevant complex topics. This shows potential clients that they are experts in the field and that their team is able to address their needs.

You can use the same approach by creating content about topics and issues that will help your customers. Plus, this approach to blogging will also show that you are a trusted source of information that can solve your audience’s problems.

It will provide more opportunities to target relevant keywords

To reach the most relevant people, you’ll want to optimize your website to give yourself the best chance of ranking well on the most appropriate search engine results pages (SERPs). This process is called search engine optimization (SEO), and conducting keyword research is a big part of it.

Keywords are phrases that your ideal audience is typing into search engines to find products, services, or content like yours. Blog posts provide you with more opportunities to target keywords related to your work, and can give you more chances to reach your target customers as a result. You can use keyword research tools like Semrush or Moz to find valuable keywords to use in your blog posts. Be sure to look for terms that have high search volumes but low levels of competition to increase the chances of your website being found by the right people.

Let’s look at a company that does a great job of writing SEO-friendly blog posts that drive more organic traffic to their site

Ahrefs, an SEO tool provider, uses blog posts to educate their customers and address specific needs marketers typically have. Their blog hosts a collection of informative and helpful articles that attract both existing and potential customers by answering specific questions and providing helpful advice that marketers are looking for online.

Ahrefs also does a great job of optimizing each article using the most relevant keywords to ensure they rank well for competitive terms. This can help the company to outrank its competitors and reach more of their ideal clients, which will boost their sales over time.

You can use the same tactic by publishing high-quality blog posts that answer specific questions and optimizing each post with keywords your audience is already typing into search engines. This will expand your reach and customer pool as time goes on.

You can help your customer service team by answering common questions

Your customer service team spends their days working with clients to solve issues and help them find the right products or services. And, you can help save your staff some time by answering common questions in blog posts, so they can direct customers to those posts through live chat or email instead of explaining the same thing time and time again. This will also give a resource customers can use without having to call your service reps at all, enhancing your website’s UX

Let’s take a look at a company that does a great job of answering common questions in their blog posts, which will reduce their customer service team’s workload.

Victoria University Online publishes high-quality blog content that addresses commonly asked questions, helping users quickly find the answers they are looking for. This can reduce the number of people who reach out to their customer service representatives, and will give their staff resources to link to if they get queries that are already answered online.

You can use this same tactic on your website by asking your customer service representatives what questions or concerns they deal with the most. Then, start creating blogs that address these FAQs.

You’ll be able to help customers make better purchases

Every business owner knows that happy customers often become loyal customers who will refer their friends and families over time. With the right blog content, you can quickly help shoppers make more informed and gratifying purchases, which will improve satisfaction, repeat purchases, and recommendations for your business.

Here are some content types that will help your customers make wise purchasing decisions:

Buying guides help customers understand what to look for in products before they buy.
Product comparisons help customers understand the differences between products and services to help them make the right decision.
Ultimate guides are great resources that help educate customers on all aspects of a product or service so they understand what to expect when buying.

Write blog posts that aim to educate your audience, rather than sell your product or service. Look at your company from their perspective and ask yourself what content would come in handy when deciding what to purchase.

Let’s look at a company that does a great job of comparing different products to help their potential customers understand what sets their company apart.

SocialPilot, a social media tool provider, regularly publishes comparison pieces to help their target audience choose the best platform to suit their needs. For instance, they have a great article that compares 12 Facebook Analytics tools, giving the pros and cons of each.

Obviously, their own tool is listed as a top choice, but providing background information about their competitors allows their customers to easily compare different tools and decide which one is right for them. This keeps the customer informed and establishes this company as an authority in their industry.

You can use the same approach with blog posts that help your potential customers make an informed decision. Don’t be afraid to compare your product or service to others in the market, or compare and contrast interchangeable products you stock to ensure your customers are happy with what they choose.

It will allow you to build stronger connections with customers

Business owners should always aim to build strong connections with their target audience to drive more conversions over time. Blog content is great for this because it offers you the chance to share updates, news, and personal insights about your employees and team members.

For instance, you could introduce your team, publish behind-the-scenes content about your company, or explore charities and causes that mean a lot to your business. By showing your audience that there is more to your company than just sales and marketing, you’ll forge a powerful connection that will benefit your brand in the long run.

Let’s look at a company that does a great job of using blog posts to build a connection with its readers.

Credit Karma, an online personal finance company, has a blog post welcoming a new team of employees and explaining the history behind these new additions. Not only does this humanize the company, but they use imagery that shows the new team jumping into a pool, clearly enjoying themselves as a cohesive unit. This post goes a long way towards building connections with customers as Credit Karma gives them a peek behind the scenes.

You can use the same approach by periodically writing blog posts focused on connecting your customers with individuals at your company. Shine the spotlight on an employee of the month, blog about a charity event your team attended, or do a virtual tour of your company’s facilities to help build a connection and grow brand loyalty with your audience.

Summary

A blog has the power to increase traffic to your company’s website while establishing you as an expert in your field. It can also help you to earn more sales.

So, propel your company forward with a strategic blog strategy. Write content that your customers can use and spotlight your knowledge and expertise. Before long, you’ll see your business grow.

Looking for more resources that you can use to grow your business? Check out the Engine Templates blog for more helpful information and ideas to enhance your company’s website.