When a blog helps
- Your customers search for answers you can give, such as "how often should a boiler be serviced?".
- You sell something people research before buying, so useful articles build trust.
- You have regular news, offers or events that people want to follow.
- You can write, or talk, about your work easily.
When it hurts
A blog whose latest post is two years old signals that the business may have stopped. An empty "Latest news" page is worse than none. If you will post once and forget, skip it, and put your effort into a strong home page and services pages.
If you do start
- Write about questions customers really ask you, in plain words.
- Aim for a small, steady rhythm you can keep, such as one useful post a month.
- Give each post a clear next step, such as "call us" or "get a quote".
- Keep a few evergreen posts rather than lots of thin ones.
- Review and update older posts instead of letting them go stale.