Should I add a blog to my website? | Digital copywriter

You may be asking yourself the question, should I add a blog to my website? Will it add value? Is it worth it? Well our answer is YES YES and YES! For small and medium sized businesses, blogs can be a great way to increase your website’s SEO value, drive more traffic, enhance your credibility and it can give you content for your social channels. Not sure if you have the time, the energy or the in-house skill set? This is where a digital copywriter can really help.

Whether you’re a small local developer, a service provider, or an e-commerce brand, maintaining a regular blog on your website can be one of the most cost-effective marketing tools available. Beyond simply filling your site with content, blog posts can add depth, authority, and personality to your business. They will also provide SEO benefits and can provide a steady stream of material for your social media channels – and for your Google Business Profile too.

What value do regular blog posts add?

1. Search Engine Optimisation (SEO) benefits

Number one has to be SEO benefits. Search engines like Google reward websites that consistently publish fresh, high-quality content. With a blog post you can carefully target keywords relevant to your business, your sector and you can use them to answer the typical sorts of questions your audience might be asking online.

Even with the advancements in AI, the answers that are served up in response to online searches will link to sources and where relevant, display relevant company's Google Business Profiles, so there are still lots of opportunities to get in front of potential new customers and to drive them to your website.

For example, an estate agent might write posts about “is Maidenhead a good place to live?” or “what are the best roads to live in Maidenhead”. These posts will help the estate agent appear when potential customers search for those exact topics – and if they are asking whether somewhere is a good place to live, the chances are that their next step will be to search for houses for sale there! Over time, this consistent presence builds authority, which Google values highly.

Blog posts are also great for internal linking. By linking back to your main product or service pages, you direct search engine crawlers—and human readers—to the parts of your site that matter most.

2. Content for social media

One of the biggest challenges for many small businesses is coming up with regular social media content. By maintaining a blog, you essentially create a content bank that can be repurposed.

A single blog post can be broken down into:

1. Multiple social media updates

2. LinkedIn articles and or a carousel

3. Instagram carousels or reels with tips

4. Facebook posts to encourage discussion

Instead of starting from scratch every time you post on social media, you can draw from your latest blog post, ensuring that your brand message stays consistent across platforms. If you have provided a number of tips, these could be pulled out in a weekly ‘tips’ series – giving you multiple posts for your social channels.

3. Enhancing your Google Business Profile

Lots of research seems to be telling us that Google is increasingly placing an emphasis on the value of Google Business Profiles. These are a fantastic tool for smaller, local businesses. They are free to set up and if optimised and updated regularly, they can drive significant traffic to your website.

Have you ever searched for e.g. ‘estate agents near me'? If so, the chances are that Google will have presented you with a list of local agents and a summary of their reviews/opening hours/address etc. These are Google Business Profiles and if clicked on, will direct the user to your website.

Your Google Business Profile (GBP) is one of the most important tools for local SEO. When potential customers search for services in their area, they often encounter Google Business Profile listings before traditional websites.

Regular blog content can feed directly into your Google Business Profile in several ways:

• Posts from your blog can be shared as updates in your profile.

• Blog topics tied to local events, community initiatives, or seasonal offers can make your profile feel more active and engaging.

• If you regularly update your Google Business Profile, it signals to Google that your business is alive and thriving, increasing trust.

For small businesses, the combination of a well-maintained Google Business Profile and an active blog is a powerful way to capture local search traffic and stand out against larger competitors.

So if we have convinced you, the next question is: how do I write a blog?

Here are some tips from a digital copywriter for writing an effective blog post

1. Know your audience

Before you start typing, think about who your blog is for. Are you writing for local customers, industry peers, or online shoppers across the country? The tone and topics should reflect the needs of your audience. For instance, a local plumber might write about “How to avoid frozen pipes in winter”—a highly relevant topic for local homeowners.

2. Focus on keywords without overstuffing

Keywords are essential for SEO, but they should be used naturally. Use tools like Google’s Keyword Planner, or even type into Google search some of the phrases or questions you are considering, to see what phrases people are searching for. Weave these keywords into your headings, the main body of your blog (especially the first paragraph and a later sub-heading) and you meta title and description.

3. Make it easy to read

Most readers don’t read blogs word for word—they skim read. Use short paragraphs, subheadings, bullet points, and images to break up the text. Aim for clarity over complexity.

4. Add a call-to-action (CTA)

Every blog post should encourage readers to take the next step, whether it’s contacting you, booking a service, signing up for a newsletter, or browsing your products. A strong CTA turns casual readers into potential customers.

5. Repurpose and share widely

Don’t just publish a blog and forget about it. Share it on your social channels, add snippets to your email newsletters, and highlight it on your Google Business Profile. This increases visibility and drives more traffic back to your website.

6. Be consistent

Consistency is more important than perfection. Publishing one blog post per week, or even one per month, is better than uploading five posts in one week and then going silent for six months. Regular content builds trust and keeps your website fresh in the eyes of both readers and search engines.

What is the long term value of blogging?

Blogging is not a quick-fix strategy. Its real power lies in the cumulative effect over time. Each post you publish becomes a permanent asset on your website. Unlike paid ads, which disappear once your budget runs out, a blog post can continue to bring in visitors for years.

For small businesses, this is particularly valuable because it levels the playing field. A well-written, keyword-optimised blog post can help you outrank larger competitors with bigger marketing budgets. Combine this with regular updates to your Google Business Profile and social channels, and you create a strong, interconnected web of content that consistently attracts and engages potential customers.

Use a digital copywriter to help with blogs

If you believe that your website (and your business!) would benefit from adding regular blog posts but you know that it’s just not something you will be able to find the time, or have the skill set to do yourself, then why not consider using a freelance digital copywriter. The fee for a monthly blog post may not be as much as you think – and you can event get them to pull out and draft the supporting social media posts too, saving you more time!

If you are looking for some copywriting support, we’d love to help! Why not explore our range of content services, or get in touch for a free, no obligation chat.