As you can probably tell, we’re big believers in the power of a good, consistently updated business blog. Far from being frivolous, regular blogging is an important way to furnish the search algorithm with fresh content, keeping your site relevant in the rankings. Additionally, blogs allow you to showcase your thought leadership, potentially generating credibility and earning consumer trust.
As you consider launching a business blog, however, it’s important to note that not all blogs are created equal. There are several essential features that can make your blog a success. Take a moment to review our checklist.
8 Essential Features for Your Business Blog
1) A mobile-first design.
We harp on this all the time, but only because it’s so essential… and because we still see so many websites and blogs that were not designed with mobile users in mind.
Remember that a majority of your readers will be on mobile devices, making it essential for your business blog to look good and to be easy to use no matter the browser or device type. Take a moment to verify that your blog loads properly on different phones and tablets, and if not, access your content management system to ensure mobile-friendly design is activated.
2) Clear navigation.
Ideally, your readers won’t just access a single blog post. They will spend several minutes exploring a range of posts and topics. This level of engagement can be great for SEO, to say nothing of creating goodwill toward your brand.
One of the best ways to keep users on your page for longer is to create a good navigation structure, including categories and tags that make it easier for your readers to find the information they desire.
3) Calls to action.
A good blog includes plenty of CTAs, guiding your readers to take further action. Your CTAs should be aligned with your broader business goals, and may include any of the following:
- Inviting users to continue browsing other posts or topics.
- Directing your readers to call you directly for further information.
- Welcoming readers to sign up for your email list in order to receive your posts on a regular basis.
4) Compelling visual elements.
Your blog may be primarily about written content, but that doesn’t mean you just want wall-to-wall text.
An all-text blog post will cause your readers’ eyes to glaze over pretty quickly, but you can break things up with original infographics, GIFs, embedded videos, even behind-the-scenes images from your business.
Note that a visually engaging blog will engage users further, and also generate more social sharing.
5) Social sharing buttons.
Proud of your blog content? Think it provides readers with real value? Then make it easy for them to share it. Ensure that each post has clear buttons or links for sharing the post via Facebook, X, and other assorted channels.
This is one of the simplest and one of the best things you can do to drive traffic and to boost the profile of your business blog.
6) Internal linking.
We mentioned above how important it is to provide intuitive navigation, keeping visitors on your blog for longer. Another core element of that is generating plenty of internal links, not only directing your readers to relevant blog posts but also to complementary product or service pages.
Internal linking is an important way to reduce your bounce rate, make your business blog more user-friendly, and cross-promote your best pieces of content. Not for nothing, it can help with SEO, too!
7) External linking.
It’s not just links to other blog posts and web pages that you need. Linking to external websites also has its place.
Providing links to relevant, credible sources, such as scientific studies or government institutions, can enhance trust in your content. And again, it’s important to note that external linking is an important part of your blog’s SEO.
8) Analytics.
One final feature that every business blog should have is integration with Google Analytics. Simply put, this is essential for keeping tabs on your blog’s performance, allowing you to monitor the metrics that matter most for your SEO, marketing, or broader business goals.
Some key analytics to keep an eye on include traffic sources, bounce rate, time on page, and social sharing numbers.
Is Your Business Blog Fully Equipped?
There is immense value in having a good business blog, but again, not all business blogs are created equal. To make sure yours performs the way it needs to take the time to verify that you have these core elements in place.
At enCOMPASS Agency, we’re happy to chat further about blog strategy, or to answer any specific questions you might have about your blog’s core features. To talk with members of our digital marketing team, reach out to enCOMPASS Agency at your convenience.
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