My Blog Can Beat Up Your Web Site

I propose the end of Web sites.

Okay, let me back up a little. Maybe Web sites shouldn’t go away entirely. They have their place. But I bet you’d do more good for your business by blogging than you would by launching a Web site.

Let me explain.

For nearly two decades, businesses have used Web sites predominantly as online brochures. Look at your own Web site, for example. Does it offer any functionality a brochure doesn’t?

  • Your site is visible anywhere in the world.
  • You can mail a brochure anywhere in the world.
  • Customers contact you via e-mail at your site.
  • Your brochure includes your e-mail address.
  • Your site describes your products or services.
  • Your brochure describes your products or services.

The Web site-as-brochure approach has worked so far, but the Web is evolving. Your customers crave a richer, more interactive experience. And I’m not even talking about FaceBook, YouTube, or the other Web 2.0 gadgets. Simple blogging is a low-cost tool to market your company in a more sophisticated way.

A blog gives you tools a Web site alone doesn’t:

  • You can update your blog at anytime – and you don’t have to be a Web programmer to do it.
  • Your blog organizes posts in a hierarchical nature, which makes it more search engine friendly.
  • You can communicate with clients in a comfortable, casual way on your blog.
  • Your can publish fresh information regularly on your blog, which makes the search engines happy.
  • Bloggers link to other bloggers they like, which will drive traffic to your blog.
  • An established blog lets you manage your own message – a useful tool when people start talking about you.

Let’s compare the PRstore blog to the PRstore Web site, for example:

The PRstore Web site has been around, for a while. People know it, trust it. It’s also the top result in a Google search for PRstore.

The PRstore blog has been around for two months. As of today, it’s the 13th result in a Google search. Not bad, but there’s room to grow. The blog is invaluable when we want to get news out quickly. And it’s a useful tool for client feedback.

Web site or blog? For now, the debate continues. Each is a vital piece of a fully loaded marketing program, and it’s probably unfair to suggest one trumps the other. If your marketing toolbox is missing some pieces, you’re at a competitive disadvantage.

  • http://prstore.typepad.com Fred F. in Greenville

    Is blogging really that important to businesses? I mean, aren’t corporate bloggers just glorified spammers? Most of the company blogs out there are pretty boring.

  • http://prstore.typepad.com Scott Hepburn

    Great question, Fred. I think company blogging can serve many purposes AND be entertaining. Some companies, even small ones, have very loyal customers. Blogs (combined with RSS feeds) are a great way to keep those customers informed. Employee blogs add personality and show that companies aren’t just faceless monoliths. They also help answer customer questions and help customers find the right products or services.

  • http://designcharlotte.org jak

    blogs should be apart of any business model. and there is no reason why you can’t incorporate a blog as a main part of your website. it can even be your front page. no need to choose

  • http://prstore.typepad.com Scott Hepburn

    Great point, Jak. I was being a little tongue in cheek, but you’re comment still makes sense. The other blog I work on — the PRstore Franchise Sales blog — is so versatile that it’s surpassing the Franchise Sales website as a resource.