We’ll spare you the long boring lecture on why it’s important to regularly update your site with new content, but to put it simply, Google likes it, which means better rankings, increased traffic, and hopefully, new customers. Problem is that a lot of small business owners say they either don’t have the time or don’t have anything to write about.
First, let’s address the time issue …
1. Close your email. Hide your phone. Shut off the wifi. Writing, more than any other activity, requires the ability to single-task. Once you get rid of the distractions and focus all your brain power on the page, you’ll be surprised how many words pour out in a relatively short period of time. Try going off the grid for one thirty-minute block and see what happens.
2. Have someone else do it. As the owner of a small business, your fingerprints are probably all over the website — and that’s a good thing. The company messaging should reflect your ideas and values. However, adding a fresh voice to the mix will give readers variety and give you a break.
Next, what to write …
3. Add a blog / Write a new post. If your site doesn’t already have a blog, you should add one right away. When people visit a site for the first time, they like to see signs of life, recent activity. A blog (assuming it’s been updated) gives you a pulse. And don’t think every post has to be a manifesto — keep ‘em short and personable. Soon you’ll be able to knock out a concise, punchy blog in the amount of time it takes to get a pizza delivered.
4. Publish a How-to Guide. How’s the old cliché go? Write what you know. You can worry less about the eloquence of your language and more about the practicality of the content. This is also a great way to show search engines you are an authority in your field — an ever-important ranking factor. Create a new page on your site and link to it on the homepage for fast indexing by search engines.
And finally, the most important tip of all …
5. Be real. Don’t overstuff your text with keywords, and please, try your darndest not to sound like a generic, content-spewing robot. Robots are great for vacuuming and all, but people (and search engines) still prefer to read something written by a human, not a Roomba. Don’t suppress that desire to salt your prose with anecdotes and informal language. It’s all gravy, baby.
So there you go. Let’s get writing.