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Feed your website to make it work!

If you’ve landed here from our eShot, thank you for clicking through.  This is the full blog text to discover our 17 ‘tricks of the trade’ focused on blogging for increased website performance!

So… you’ve got a website?  You probably spent a great deal of thought, time, effort and budget on making sure it looks good and says exactly the right things to entice your visitors to buy.  It should include all the appropriate elements, functionality and ‘tricks of the trade’ to do what you need it to do for you.

But is it working as well as it could?  Because simply having a website won’t bring customers through your online door.  You can’t just leave your site to ‘do its stuff’; that’s a bit like having lots of lovely catalogues designed and printed, then hiding them in a cupboard rather than sending them out to customers.  You need people to find your website; so how can you help make sure they do?

Does it appeal to the search engine algorithms?  Most searchers are looking to know, go, do or buy (their search ‘intent’); and search engines use smart algorithms to provide the most helpful results for that intent.  They also assess historical data and rate how ‘helpful’ they perceive your content to be; and they’re constantly searching the internet for new content.

“Search algorithms are a bit like the stereotypical teenager: always hungry, with a short attention span, and easily bored!”

The ‘trick’ is to keep adding fresh content…  The more new content you provide, and the more visits and engagements your pages get, the more the algorithms will like you.  But can you find a way to do that without constant – and costly – website updates?

One of the best ways is with a blog.  Don’t groan!  We know many of you will hate the thought of blogging, but if you want to improve website performance, then a regular blog really can make a difference.  Each post is instant new content for your website; and encouraging readers to navigate to other pages also boosts your SEO, by increasing page engagements.

But how do you know you’re publishing the right ‘stuff’?  

Here are our top tips for creating a compelling blog:


1. A catchy headline helps: use lists, pose questions, give it attitude… it’s all about getting noticed.

2. Length matters: long format blogs (1700 words or more) perform best, but a short one is better than nothing at all. Write enough to give your readers in-depth information, but avoid padding or waffle: Google spots that a mile off!

3. Use keywords and phrases, because the search engines look for those as a measure of relevance.

4. Employ tactics to increase your ‘find-ability’: categories, tags, links, sharing, even visual appearance and user-friendliness all help boost your post.

5. Keep it regular. Some ‘experts’ advise posting 4 (or more!) blogs a week: who has the time?! If all you can do is two a month, then that’s fine, just keep them regular and keep them coming.

6. Structure your blog: it’s like telling a story, so give it a beginning, a middle and an end.

7. Write for your readers: some will skim read (43% of readers admit to this!), others want the detail, so include copy techniques which appeal to both.

8. Include images, and name the files using keywords and phrases… yet another boost for your SEO.

9. Create personality: like all social media, blogging is about personality: your own, or the one you wish to create for your business.

10. Showcase multiple disciplines: why not share expertise and insights from across your business, with blogs featuring different departments and activities?

11. Sign it with a photograph: because people relate to people. Including an author image and short biog improves engagement and increases the authority of your content.

12. Post when your readers are active. Analytic tools can help you identify when your audience is most likely to read a blog, and it makes sense to post yours when they’re most receptive.

13. Include great CTAs. Your blog should have a purpose: do you want readers to take a download, visit your website, share, comment, call you? Then tell them! (Or encourage them nicely!)

14. Encourage comments. What are your readers’ thoughts and experiences; what’s their take on the subject? Connect with them and keep the discussion going.

15. Actively promote your blog. It won’t get found without help, so tell people about it; add a link to your email footer; post on social media – whatever it takes!

16. Make the most of your content. Think re-use, repurpose and recycle! Adapt blog content for emails, social media, flyers, podcasts, webinars, and more.

17. And finally: give it time! Rome wasn’t built in a day and your blog won’t go global in one either.

Fresh, regular, engaging blog posts are proven to boost website performance

But we appreciate blogging can be daunting.  Where do you start?  What do you write about?  And how the heck do you write good copy?  Getting it right isn’t easy, but a good blog is an essential part of today’s marketing mix.

Let’s get together and tailor a programme to suit your needs

And remember… we’re a full service agency, so we do loads more too!  Call or email us for your next project!


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