I always tell my clients to add a blog or news section to their website. This is usually met with groans, face-palming and general shaking of heads! And yet, the benefits of blogging are multiple.

For example, a blog or news section on your website:

increases your chances of being found by people searching on Google or other search engines. The more content you create on your website, the more words, sentence, paragraphs and pages there are for the search engine spiders to crawl and, therefore, show up on their search results. The blog is your opportunity to use the keywords and phrases you want to be found for.
enables you to show your expertise and knowledge in your profession. People on Google are invariably looking for answers to a question of some sort. Your blog is your opportunity to show your knowledge and gain the respect and trust of your potential clients.
gets more potential clients into your sales process. For example, if the first step in gaining new clients is to get site visitors to book a discovery call with you, you can offer this opportunity in your blog in return perhaps for a free download or something of use to your potential clients.

What’s great about Squarespace is that blogging is dead easy! Adding a blog to your site is as easy as adding a regular page. You simple click on the + to create a new page and select the blog option.

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Tips for easy blogging on Squarespace

Find interesting topics to write about

If you have no idea what to blog about, brainstorm questions and topics that you think your clients would love to know about. Then start writing! You don’t need to blog three times a week when you get started. Even once a month is good. You are the expert in your domain. Put yourself in your clients’ shoes…what are they looking to you for?

Share your knowledge.

Sometimes my clients are afraid that if they share too much information on their website or blog, clients won’t buy /book their services.

Trust me, share the love! By showing you’re the expert, your potential clients are more likely to do business with someone they trust and who knows what they are talking about. Even if they come back to your site again and again to learn more from your blogs, the day they are ready to invest, there’s a much higher chance they will call you rather than someone else.

Build External Links

Always look for opportunities to include links from your blog to other websites/resources. This is called external linking and the search engines like these links!

Don’t wait til you think you are ready!

Start now. Blogging is key to building an audience. And an audience is key to successfully publicising your business. You do not need to wait until your website is ‘finished’ (a website is never finished- because you are always blogging!), or until you have your professional photos done. Start writing now, so Google can find you and your customers can read all about your business and expertise.

Create your own blog draft template.

Design an ideal page layout for your blog posts, using the space blocks as placeholders. When you have a design you are happy with, click save (not save and publish). By doing this, you won’t need to lay out your blog posts every time. You simply create a duplicate each time and replace the space blocks with text or images or whatever you need. Remember, however, to change your post url, thumbnail image and excerpt each time you duplicate the template.

Optimise your posts for the Search Engines

By this I mean you should adhere to the usual rules of good webpage layout, making sure to use subheadings (using H2 or H3 headings) and organising your content into paragraphs and sections.

Record yourself!

Record yourself reading your blog post and add it as an audio file at the beginning of your post. This will enable site visitors to listen to your post instead of reading it and will increase the amount of time someone spends on your page, which is good for SEO.

Add your calls to action to your blog, multiple times!

If you have an opt-in you want to promote, create a graphic and post it multiple times on your blog posts. Or if you have a specific call to action, do the same. Like this:

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