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How to make your blogs work for your business: make them accessible

How to make your blogs work for your business: make them accessible
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How to make your blogs work for your business: make them accessible
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

As part of the business insights that we provide for our customers to help them grow their businesses, we’re publishing a series of blogs by Siobhan Stirling of Sharp Minds Communications on how to get create a blog that supports your business plans.  In her fifth insight, she explains that they need to be accessible to your targets.

An effective business blog can be invaluable for ambitious businesses: it can drive traffic to your website, establish you as an expert in your field and help you establish a relationship with customers and prospects.  But in order for them to turn to you as a key information and solution provider, your blog needs to be accessible to them.

Talk their language

The first step to being accessible is writing your blogs in a language that your targets understand.  Quite what that language is will depend upon who you are trying to reach.  If you are a civil engineering firm and your ideal clients are major construction firms and architects, your blog can be quite technical and still be intelligible to your targets; in fact, you want to show that you speak the same expert language as them. 

But if you are an architect specialising in domestic extensions, even though you speak the same technical language as the construction firm (which you might even engage for part of the works), your target clients don’t; your blogs will need to be written in language that resonates with homeowners.

Easy to skim

The online world is one of rapid information.  People don’t approach web pages in the same way that they settle down to enjoy a novel; they are not prepared to invest time in getting to know the voice, the characters and the gems buried within the pages.  They want to find the information they are looking for quickly. 

There is plenty of research to suggest that web visitors don’t spend very long on any given page.  One of the largest surveys found that the first 10 seconds are crucial; that’s typically how long your blog visitor will spend skimming your page to decide whether it merits their full attention.  The operative word here is ‘skim’, sometimes called ‘screen and glean’; your web visitors are looking for very quick guidance as to whether your content is worth reading properly.

So use visual aids – sub-headings, bullet lists, pictures, different fonts – to enable visitors to understand at a glance what your blog is about with clear signposting so they can understand the benefit to them and why it is worth their while investing their time in your thoughts. 

Clear call to action

You are not writing your blog to win a literary award; it is a business tool and if you are going to invest your time (and money) into it, it needs to pay for itself.  So make sure you include a clear call to action to help visitors understand what the next step in their relationship with you might be – clear enough so that even someone who bounces away after the crucial first 10 seconds will have digested it.

Accessible blogs will enable visitors to see at a glance how it is relevant to them and encourage them to take the time to read on.
Read the rest of our series on how to make your blogs work for your business:

In her next insight, Siobhan will be explaining the advantages of publishing regularly.

For more advice on how to make your blog work for your business  look out for your email updates from your CapitalSpace Centre Manager