The One Thing Your Website Must Have
Jan 06

The One Thing Your Website Must Have

one thing every website must have

What is the one thing your website must have? The short answer is that your website must have a Blog. That’s not a revolutionary statement. It’s not even original or new, but having a blog on your website is an absolute “Must-Have” because it works.

People ask me all the time if blogging works. That’s like asking a chef if a frying pan “works”. Or asking a pilot if planes “work”. Yes. Blogging works. Frying pans work. And planes work.

However, a good chef needs training to make that frying pan work better. And of course a good pilot needs a ton of training to even be able to fly. Same thing goes for blogging. You need training to make your blog work for you.

Who Should Read This Blog

If you’re consistently blogging and already getting the continuous results you want, then no need to read on. Great job and get back to it!

If not, and you need more traffic to your website and to convert that traffic into qualified leads for your business, then keep reading. (This will take you all of 9 minutes to read…Or 3 minutes if you’re like me and prefer to scan)

In This Blog

You will learn the means to achieve continuous results rather than just the knowledge. You will have a proven system of generating consistent results.

But wait, there’s more…the good news is that the vast majority of small businesses either don’t have a blog, or they’re wasting their time and money with their current blogging efforts. That’s good because it leaves a massive marketing arbitrage opportunity for those that take action!

This blog is broken into 4 key parts:

  1. Why: You’re going to learn why you need a blog.
  2. How To: Next, you’ll learn how to format a blog and how to use specific tools that will help you get continuous results.
  3. What To Expect: Then, you’ll find out what to expect when you use these tools effectively. (Hint: You’ll get so many leads that you’ll occasionally have to actually take down a blog because you’re overloaded with business…more on that later).
  4. Next Steps: Last, but not least, you’ll learn what to do next to get started.

Part 1 = Why should you have a blog on your website?

Primary Purpose of Website Blog

About a month ago I received an email from a client with an urgent request. Have you ever received one of those emails with a bunch of exclamation points? We all have. But this time the ‘urgent request’ was a pleasant surprise. My client wanted us to take down a blog we wrote for them because it was generating too much business. They couldn’t handle it! In the span of about 2 weeks, they received 150 solid leads that needed their full attention. These were the kind of leads that they usually close at a 30-40% rate. All that from 1 blog.

Imagine having so many leads come in from 1 blog that you had to shut it down. The funny thing is that it took me about 6 months to finally convince them that they should start blogging. Needless to say, they are quite happy.

Blogging is your biggest opportunity to get more leads & improve your search results. Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads (Source).

Part 2: How To Blog to Get Continuous Results

Einstein Value One Thing Quote

Let’s assume you already have a blog or you know how to set one up. If not, we highly recommend using WordPress and WPEngine to host your site.

Now that you have your blog set up, it’s time to create content. Here are a few important points to remember for your blog:

  • Be Consistent: We’ve seen the best results when our clients blog at least once per week.
  • Deliver Value: Your audience only wants 2 things: To solve a problem they have and don’t want. Or to get a result they want and don’t have. The key is to deliver value and either solve a problem or get a result.
  • Optimize: Make sure your audience can find your content by optimizing it. We recommend using keywords in the title, heading tags and meta description. We constantly use the Yoast plugin and other resources to optimize pages.

Here are the keys points to remember for each individual blog:

  • Format: We’ve seen the best results when your blogs are formatted the same way. We recommend using at least 3 images in every blog. Also, use headings to break up the blog and make it easier to scan. And always end every blog with a call-to-action. A call-to-action doesn’t always have to be pushy, it just needs to get your audience to take action.
  • Distribution: Your website and blog are not the only places you should post your content. We’ve seen great results from posting blogs on sites like LinkedIn and Medium. And of course, you should share your content on social media sites like Facebook, Twitter, and your Google Business Page.
  • Call-to-Action: We recommend having a strong call-to-action at the end of every blog to capture leads. Offer something of value, a “lead magnet”, in exchange for their contact information. (Lead Magnet = an irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the lead magnets to maximize the number of targeted leads you are getting for an offer on your website and other digital assets.) We use LeadPages to capture leads and deliver our lead magnets. (FYI: LeadPages is also an affiliate link – LeadPages is probably our favorite tool ever! 🙂

Here are a few lead magnet formats you could use:

  • Toolkit: Offer a set of tools to solve a problem your audience has.
  • Resources: Offer a set of resources to get the results your audience wants.
  • Checklist: Offer a step-by-step checklist that details how to accomplish something of value.

Part 3: What to Expect

Blogs Build Trust

It depends. Nobody likes hearing that phrase, but it’s the unavoidable truth. If you’ve been blogging for a while and use something in here to make a few minor tweaks, then you can expect immediate results. If you’re starting from scratch and putting out your first blog next week, then you’re going to have to be patient. (“Patient” could mean 5-6 months)

The client mentioned earlier got those150 leads after almost a full year of blogging. However, do you think they’re glad they were patient and kept going? Having said that, we’ve helped clients get results from their blog in as little time as a month.

It’s important to set your expectations at the beginning in order to stay motived.

Part 4: Next Steps

Steve Martin on Success

Your next step is simple: just start blogging! If you choose to save time and get a guide, check out our free Website Analysis tool. You’ll discover how to pick the “low-hanging fruit” to quickly get more traffic and generate more leads. Otherwise, use the tips and tools mentioned here and get started!

To your continued success,


P.S. If you have any questions about the tools mentioned here (Yoast, LeadPages, Website Analysis, WordPress, and WPEngine), click here to contact us, ask your question, and I’ll be sure to answer it as soon as possible.