It’s a common problem, especially for women-led businesses providing heart-centered services online. You want to HELP your readers. So you write blog posts. And at some point, you realize that it’s taking a lot of time but not actually helping you to grow your business. Here’s my two cents about how to write blog posts that help your business connect and grow.
In my experience, there are three parts of the growth equation. Your blog posts need to:
- Show up in Google search results (and then encourage the ‘click’ to read the post)
- Resonate with your ideal clients AND make sense to them
- Make it clear how you can help (and invite right fit readers to take the next logical step with you)
This takes a shift in thinking and some skill building. But once you do that, you’ll begin to see the results.
Let’s dive a bit deeper into each part so you can better understand how to write blog posts that WORK FOR YOUR ONLINE SERVICE BUSINESS (not simply sound nice).
Your blog posts must be visible
So I’m a little bit biased here, but I believe that it’s important to include search engine optimization (SEO) in your blog writing process. Why? Because each new piece of content creates a new opportunity for your ideal clients to discover you online when they’re searching for answers.
Instead of having to chase new clients on social media every day, why not make the most of the blog writing you’re already doing?
When you add SEO, including a title and meta description that draws your ideal client in, you do your part to help your posts show up in search results. When THEY become more visible, you have to work less on pushing for your visibility elsewhere, which sets you up for a more SUSTAINABLE client attraction process.
Especially if you experience inconsistent energy levels or become quickly overwhelmed and exhausted on social media, THIS matters!
Your blog posts must be easily understood
In order for your blog posts to resonate and make sense to your ideal client, you first need to be clear about who that ideal client is. This helps with the SEO mentioned above in terms of becoming visible in the first place. And it helps to encourage your right people to stick around to find out more.
So what does this actually mean in practical terms?
It means, approach your writing with both your heart and your head. Feelings AND logic. Empathy AND strategy.
Stop trying to dazzle with your sparkly coach language that sounds lovely but takes too much work for your readers to figure out what you’re trying to say (and, more importantly, why it should matter to them).
Don’t be vague, keeping things so open to ANY person who might be reading (because, after all, I hear you saying, ‘but I can help anyone’). Decide to stand out for the ones who you’d love to work with most.
Have a specific focus. Imagine you are answering a question that your ideal client would be turning to Google for.
Your posts must make it easier for your reader
When your intention is to write something helpful, the mistake that you could be making is that it’s unintentionally doing the opposite.
Why? Because so often, I see sensitive solopreneurs sharing information or how-tos that assume the reader will just go off and follow through on it themselves (hoping that they’ll come back another time to read more). Or, they write about a topic that doesn’t directly relate to the service they offer.
When I'm working with these clients, I'll find myself thinking, ok, that's interesting, nice to know. But how does that help you grow your business? [NOTE: I encourage you to take a step back and ask yourself the same thing about your own posts]
My guess is that your reader does not actually need MORE information. And they’re probably juggling too many things, experiencing decision fatigue, and trying to figure out how they want to invest their valuable time and energy…like MOST of us. This is particularly true if you work with introverted, highly sensitive, or empath clients like I do.
If you have an online service-based business, and this person found you in response to a search, what they’re actually looking for is support in making a change. That doesn’t mean they are ready to buy NOW. But it might be closer than you think.
Rather than perceiving it as pushy, it actually makes it easier and more helpful to your reader when you connect the dots for them between the problem they’re experiencing, the goal they’re hoping to achieve, what they think they need, and how your services can support them in that transformation.
YOU must be clear about that first before you can facilitate that lightbulb moment for someone else.
And then you are in highest service to them by inviting them to take the next logical step with you. Don’t: leave them hanging, assume they’ll read your mind (or invest their energy in figuring it out), or let them walk away to go on for however much longer struggling with the same challenges – without a clear option to get the help they need.
Make it easy for them. Add a clear call to action. They have a choice whether to accept. Trust that they will know if you and/or your services are not the right fit for them now.
Making your blog posts work for your online service based business doesn’t have to feel slimy
Approach it with a service mindset. Do your work in getting clear behind the scenes so you can make it easier for your potential clients to get what they REALLY need.
Did you find yourself nodding as you read? Tell me, which parts have been most challenging for you so far?
|Do you need MORE SUPPORT with this than you can get in a blog post?|
That’s exactly what I do in my Blog SEO Mentoring.
Check it out!