By Kristie Parker
Uh-oh. I have bad news. You’re missing out on a ton of potential website visitors. Maybe you think (like I did) that your homepage is the first thing everyone sees when they browse online.
But check out some of my own recent Google searches:
When I hit Return, Google showed me results in the form of blog posts, YouTube videos, and articles. Not one result was a homepage.
Because a homepage tells visitors who you are and what you do, it will likely show up for searches like, “fence repair companies near me,” but it doesn’t often answer questions, like “how to repair a hole in a wood fence” or give specific information or advice, like “here’s how you nail a smokey eye in 3 simple steps.”
That info might not belong on your homepage, but there is a place for it on your website. It’s often ignored or underutilized, which is a shame because it could generate a lot more interest in your business.
So how do you think beyond the homepage and become more popular with people who need your advice or have problems that you can help solve? Read on for the super simple free thing literally anyone can do to get more website visitors.
Start a blog. You don’t need impressive writing skills. It’s easier than you think. You know why? Because there are entire expensive courses and books out there like “How to Generate Blog Topics” and “What Do People Really Want to Know About?” And you don’t need to buy any of them.
You have a massive advantage over those guys because you’re not a content creator, marketer, or social media guru (whatever that is) far removed from the people you’re giving advice to.
You deal with customers ALL THE D*** TIME. You know them. What do they want to know? What questions do they ask? What problems do they have? Chances are the questions your customers ask you in person are the same ones people are typing into Google.
Now answer those questions. How do you help them? What useful advice do you give people on the daily? Bingo. This is your blog post content.
Maybe you’re a house painter and people always ask, “What type of paint is best for bathrooms?” You know, because it’s not like a bedroom, it gets wet and steamy in there and they don’t want to repaint it again in a year.
Okay, then your post might be I’ve Been a House Painter for 20 years and This is the Best Paint for Bathrooms or The 3 Quick Tips that Will Make Your Bathroom Paint Last for Years.
Now, when people search online for info on bathroom paint your website is much more likely to show up because your headline and blog post contain the exact (or very similar) words that people search for.
Another perk? The SEO boost you’ll get from creating a blog. Google prefers websites that add new content because it shows that they’re up to date and offering current information. And the length of time people spend on your website matters. The longer people are there reading your posts or watching your videos the more useful Google thinks your site is, so it’s likely to be recommended to other people with similar searches.
Here’s one pitfall to avoid. Don’t write your post about something your reader already knows. Here’s what I mean: Imagine I’m a personal trainer who works with sedentary clients who want to lose weight and I write an article titled “Why You Should Hire a Personal Trainer”. Duh. I’m sure they could come up with 10 reasons themselves. They know they lack motivation, consistency, accountability, etc. No one clicks on it because there’s nothing new or exciting here.
But writing The 5 Best Apps for Calorie Tracking, now we’re getting somewhere. An actionable nugget from an industry insider that can help people lose weight. Or how about A 10-Minute Fat Burning Workout for Beginners. Something they can implement right away to get moving, plus they get to sample what it’s like to work with you. If they enjoy it, they’re more inclined to check out what your paid offerings are.
Make it someone you like, and address that person as “you”. It’s like you’re having a conversation with me and that puts me at ease.
When you talk to customers in person do you use dry humor? Are you matter of fact? Friendly? Your writing (or video) should reflect your genuine self. It’s interesting, so it’s more likely to make people read your next sentence, as compared to textbook-style writing which is as boring as standing in line at the post office.
Remember when we said you don’t need to be a great writer to create a blog post? No one’s coming to your makeup blog to read How to Create a Date Night Look and expecting a Ph.D. in technical communications. They want advice on glowy skin and a cool cat eye delivered in language they can understand!
The more free info you share with your audience the more they’ll see you as an expert and come back to learn from you.
Do you watch Diners, Drive-Ins, and Dives? Guy Fieri visits under-the-radar eateries and meets with the chef who creates the wildly popular menu items. The chef shows the audience how she makes her famous cheese stuffed meatballs.
As viewers we don’t go scrambling for a notebook and jot down the recipe. No way! We’re not slow cooking the sauce for hours and baking homemade bread crumbs. That’s a lot of work! Even if I did have the time, my version wouldn’t be nearly as good as the chef because she’s using expert techniques.
Now think about your business. Can you see how educating your customers can draw them closer to you and keep them coming back for more? And, inevitably, some will realize that they’d gladly visit your restaurant and pay for your stuffed meatballs (or fence mending, or bathroom painting or whatever) rather than go through the hassle of DIY.
Your blog is a place for you to answer questions and share industry advice so you can help your customers. And, in turn, Google will be more likely to send visitors your way because it recognizes your website as a useful place with relevant fresh content.
Happy Writing!
