When your website means business.

«Return to Blog List ALL Small Business Websites Should be on a Blog Platform

OK, there are probably a few exceptions to that statement. But for the most part, small businesses—say, 98%—that have either static websites or websites that are separate from their blogs are missing out on two huge advantages:

  1. search engine traffic
  2. an inexpensive, easy-to-use content management system

Search Engine Traffic and SEO

Attracting search engine traffic is the difference between a website that’s an asset and one that’s nothing more than an expense. If your website is not a search destination for your prospective customers, it’s not helping you very much. Oh sure, if you have a website people can go to when they see the URL on your business card or your Yellow Pages ad, that has some value. But the old idea of a website being a sign alongside the information superhighway pointing to your business is outdated and not very effective.

The key to a website that helps you build your business is search engine traffic, even if your business is exclusively local. I wish I had a dollar for every time I’ve heard a local business person say they don’t need to be found in online searches, because their business is all local. Yet, they spend (lots and lots of) money on local newspaper ads and local radio ads. I guess they think local people don’t have an internet connection and don’t use it to look for local businesses? Think again!

The number one way people look for places to buy goods and services is by internet search, overtaking the Yellow Pages more than a year ago and widening the gap on a daily basis. And that includes checking out local businesses that people intend to drive to and do business with after they’ve determined online that the business offers what they’re looking for and appears to know what it’s doing (the quality of your site and blog posts have some influence on that one).

Blogs are search engine magnets, IF they contain focused, frequently updated content that your potential customers search for. Google’s algorithms favor focused, frequently updated content, the kind of knowledge and information you already have your head. Put it into some blog posts (frequently, and focused) and watch your business benefit from additional traffic from online searches.

Having your blog integrated with your website (what we often refer to as a blogsite) gives the non-blog portion of your website a higher pagerank than if the blog is completely separate from the website, moving it higher in search results.

Inexpensive, Easy-to-use Content Management

Secondly, a blogsite makes it easy for small businesses to update any part of their website using the same backend used to publish blog posts. The days of calling the "webguy" for simple content updates will be over. You may still need the webguy to add certain kinds of functionality or to make fundamental changes in the structure of your blogsite if and when that becomes necessary, but you will have full day-to-day control over the information it displays. And that’s important, because if people are finding your site, the last thing you want them to see is outdated information.

But beyond that, the information on your site can reflect what’s happening currently and can make your website an integral part of your sales and promotion strategy. Suppose you offered a daily special to the first person each day to say the word of the day that they could only get on your website? Suppose you gathered email addresses on your website from people who wanted to be made aware when there was a sale? You could email these opt-in, prequalified customers and save yourself the expense of a radio ad or newspaper ad announcing the sale.

These are just a couple of examples of how having greater control over the content on your website can lead to more business. There are other strategies, likely some that would fit your business perfectly.

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4 Responses to ALL Small Business Websites Should be on a Blog Platform

  1. DJ says:

    We are a small business just getting started and were just starting to discuss our static website (brochure-ware) for our main services. Can you recommend some good blog platform to use?

  2. It’s been one month since I moved to a blog-based website (blogsite), where my blog resides on my site. In that month, I logged 841 visits to my site – compared to 372 for the month before. The average time people stay on my site is also a whole minute longer. I’m sold on the blogsite concept!

    I also really enjoy being able to make quick content changes when I need to.


  3. Ray Gulick says:

    DJ – WordPress has a lot of advantages, including an active development community creating themes and plugins. The best advice I can give you is to install WordPress on your own webhosting server, rather than use the hosted version at wordpress.com. That way, the content will be in your database on your server, where you can control it. I have transferred content from hosted versions, and while it’s possible, it isn’t that easy: a lot of cleanup to be done.

  4. Ray Gulick says:

    Nice increase in traffic, Casey! I hope it continues growing for you: with the useful and insightful information on your blog, I have no doubt that it will. (Note to visitors: check out Casey’s blog about using case studies: http://www.storiesthatsellguide.com/blog/ )