Does your website need a blog?

Does your website need a blog?

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You're at your desk on your fourth cup of coffee. You've spent endless hours perfecting your website's design and, finally, it's finished. The look is creative but polished. The concept is unique. The copy is perfect. You're ready.

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You grab your mouse and your hand hovers over the "publish" button. You're about to click when, out of nowhere, a thought wanders in:

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Does my website need a blog?

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The answer: yes. But not right now.

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Let me explain both halves of that.

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Why blogs matter

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1. They tell Google your website is alive and relevant

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This is the big one, and it earns the top spot. Unless you're running a website that will never rely on Google for traffic, you need a blog, because blogging plays a huge role in SEO.

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Every post you publish is a chance to tell Google you know your stuff on the keywords that matter to your business. It also signals that your business is active, not a dormant piece of internet real estate. Think of it this way: an informative, constantly updated resource versus a static brochure. Which one do you think Google would rather send its traffic to?

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The more you post, the more chances Google has to recognize your site as active and relevant, and the more search-driven clients come your way.

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2. They show people you know your field

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Answering the questions your audience is already asking is one of the simplest ways to stand out from your competitors. When you give away genuinely useful information for free, you show people you know your work and that you're worth paying for. That matters when someone is deciding between you and someone else.

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Picture two competing chiropractors. One website says, "I'm great at adjusting necks! Believe me!" The other offers a series of well-written articles on the things people worry about before booking. Which one would you trust with your spine?

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3. They build relationships with potential customers

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A blog that's regularly updated with good content, and open to comments, gives people a way to connect with your brand before they buy. That's a big part of helping potential customers know, like, and trust you.

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You can encourage it simply: ask a question at the end of each post, reply to the comments that come in, and follow up where it makes sense. And every one of those conversations teaches you something about your audience and what they actually want.

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When to start a blog

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The best time to have started a blog was the day you opened your doors. The second best time is now.

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Blogs are a powerful way to engage and understand your audience, but they are not a reason to delay your launch. Holding back your website while you furiously type out posts does nothing but pile on stress, put more distance between you and your customers, and feed the perfectionism that quietly holds so many businesses back.

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Launch now. Build on that foundation as you grow, and fold the blog into your marketing when the timing is right.

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What to do next

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Start writing.

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The easiest way to get the ball rolling is to come up with three or four questions your audience is already asking about your niche. And the easiest way to find those? Go to Google and start typing one in.

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• A website designer's audience might ask: How much does a website cost?
• A plumber's audience might ask: Can I use Drano on my indoor piping?
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You get the idea. Type your question in, then scroll down to the "People also ask" section. If it doesn't appear, AnswerThePublic does the same job. It surfaces the questions different audiences are asking and ranks them by popularity.

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Pick a handful that fit your audience and turn the answer to each one into a blog post. Make the title the exact question people are Googling. This makes it more likely that Google routes that searcher to you, and that it files your site away as the place that answered the question.

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Your authority builds over time. So does your standing in your niche.

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Start with one or two posts a week and grow from there. Try it consistently for three months, then watch the difference it makes, and report back in the comments over on our socials. We'd love to hear how it goes.