If your company’s website doesn’t already have a blog, create one now. Even if your website is already fully functional, easy-to-navigate, and aesthetically pleasing, you’re still missing a key component. Blogs allow you an opportunity to regularly add new information to your website, which gives customers and potential customers a reason to return to your website. Most people won’t return to your website just to re-read your About Us page — but they will return if they’re being regularly given new information and new blog posts to read. This can keep your company’s name in the front of people’s mind, boosting the chances that they’ll turn to your company the next time they need a service that you provide. But even a casual blog should be crafted with care. Here a few things to keep in mind.

Regular Posting

As you’re setting up your blog, also set up a posting schedule that you can actually stick to. The goal is to regularly and frequently provide new content, without stressing yourself out so much that you eventually stop posting altogether. For instance, if you think you can find the time for a 500-word blog post once a week, then pick a specific day of the week and upload a new post on that day every week. If once a week seems like too much, start with twice a month — again, posting on the same two days every month. If you can decide between two schedules, start with the less frequent one and monitor your progress. It’s better to increase your posting frequency later, as opposed to decreasing your posting frequency.

The most important thing after you’ve picked a schedule is to stick to it. Show your customers that you are reliable in all areas, even with blog posts, and they’ll begin to apply that message to the rest of your company as well.

On-Topic Posting

Now that you’ve picked a schedule, you’ll need to pick a topic for each blog post. The topics, of course, will vary widely depending on your business, but it’s crucial that these posts are relevant to both your business and your audience. For instance, if you own a party-planning business, then you could blog about celebrity parties or themed parties you’ve always dreamed of planning. And, if your company sells auto insurance, you could blog about different types of accidents and how people should react to them.

No matter what your business does, don’t turn your company’s blog into a personal blog. This isn’t the time to talk about the latest fight with your spouse, or your youngest child’s experience in school — unless you run a relationship or parenting website.

Visual Aids

Once you’ve picked a topic and schedule for your blog post, don’t forget to add in photos or other visual aids. Even the most well-written blog post can appear dry, on first glance, without appropriate photos, illustrations, or graphs to break up the text. With a two to three visual aids per blog post, you’re more likely to grab and keep your audience’s attention.

Once your blog is up and running, just remember to be consistent. Your hard work will pay off when you start to see customers returning to your website time and again.