For all the wonderful things that can be said for social media’s role in small business marketing, there’s still something to be said for a well-written blog. Even if you already have a blog up and running, it doesn’t hurt to spruce things up now and then. Remember, the purpose of a business blog is to provide useful content that establishes your credibility, which in turn, drives more traffic to your website.
Use Identifying Graphics
Credibility is established with identifiable graphics such as your company logo or the color scheme you’re already using for your website. Opt for a personalized template or explore the customization features on blog platforms like WordPress and Blogger.
Add Some Photos to Personalize Your Blog
Photos should include something that highlights your business in general terms, such as a few shots of your offices or a group shot of your employees. Photos can also be added to enhance some your blog topics, as appropriate. Be careful with how many photos you add per page, though, since you could end up reducing page load time.
Generate Immediate Interest with Your Header
The header is the first thing readers are going to see, so it needs to generate immediate attention and interest. The title for your blog should reflect the content of the posts that follow. If you have an older blog you left in the hands of various employees over the years, go back and check content to eliminate off-topic posts and other forms of blog clutter.
Use Descriptive Subheads
Avoid the temptation to stuff the subheads in your blog with keywords that don’t reflect the content. Aside from affecting your placement on search engines, this practice will likely turn readers away. Online attention spans are notoriously short, so descriptive subheads can direct attention to the heart and soul of your blog.
Limit the Use of Different Color Text
As a general rule, only text that’s used as a link should have a different color to alert the reader. Otherwise, you want to be consistent with the color, font style, and font size you use for your regular text and subheads.
Highlight Related Content with a Sidebar
The sidebar is where you want to include lists of related blogs you recommend, and links back to related content from your website or social pages. The only interior content (within your blog) you want to include in your sidebar is a link to relevant articles in your archives.
Keep Content Organized
Readability is the most important consideration with any blog. Establish rules for how long you will leave posts on your main page before archiving such content. Too many posts can be difficult to navigate, especially for loyal readers only looking for fresh content. For archived content, organizing articles by topic tends to be more effective than an alphabetical listing.
Just because you can add bells and whistles to your blog via the control panel, doesn’t mean you should get carried away. Too much flare (i.e., blinks, flashes, or anything designed to attract reader attention) can quickly become distracting. Additionally, graphics-heavy blogs aren’t too mobile-friendly. If you make design changes to your blog, test it by getting feedback from your employees or going live for a few days to see what comments you get back.