Writing and posting blog articles takes work. But it’s time well spent. Post regularly to your website’s blog to help your keep your site fresh—something that’s important not only for your customers, but also for search engines.

Here are some basic tips for launching and running a website blog that’s good for your business.

Why Start a Blog?

Posting to your blog reaches two audiences: customers considering who to hire for their fencing job, and “crawlers” – search engine bots that are indexing your site.
Post about the projects you’ve done, the new products you offer, and the ways you’ve tackled tricky installs. These all appeal to customers who are looking for a pro who knows how to handle their job. These posts are also full of keywords that can push your site higher in the rankings when someone searches for fence contractors. The higher you get, the more eyeballs you’ll have on your business.

Plus, it’s easy to get started. Most website platforms have built-in blogging functions—usually called “Posts” in the back-end. If you’re not doing it already, chances are you’re already set up.

Building Blocks

All website content is made up of several basic elements: Headlines, Images, and Paragraph Text.

Headline 1 (H1) is the largest size, with H2, H3, etc. decreasing on down.

Paragraph text is your main body text.

Always make your headlines as clear and short as possible. And always nest them in descending order.

If you’re not sure how this works in practice, start with an outline and make your main points headlines.

Establish Goals

What do you hope to achieve with your blog? Start with a bigger question: what do you hope to achieve in general? More customers? Higher-value customers? Increased sales of a certain type of product?

Once you’ve established your business goals, you’re ready to plan your first few posts around them.

Tell a Story

Just by reading the post title, people should get a very clear idea of what you’re about to cover. Structure the rest accordingly, keeping it clear and easy to follow. Give each post a beginning, middle, and end. Focus on one very clear subject. Introduce the topic at hand, offer your position, support your position, and conclude with a summary and any next steps.
Use high-quality pictures—at least one per post section.

Take your readers along with your process. Show that even after years of experience, you are growing and learning as a professional. Encourage them to contact you if they’re interested in learning more. Think of each post as a conversation starter.

Blog Often

There are no rules about how often you should post. But content should feel fresh and relevant. When you’re on the job, look for ideas and capture them as you go.