13 tips that will take your firm’s blog to the next level

June 4, 2019 5:40 PM

If you write a blog, you’re in direct competition with over 440 million others. That means it is imperative that your content for your accounting firm’s website be engaging and relevant to your readers. Your blog should provide useful information about accounting, taxes, auditing or whatever topic you prefer, and establish you as an authority in your area of expertise.

Writing consistently engaging blog content is challenging for many practitioners, but there are strategies that can help. By using the tips below, you can improve your content, increase the chance that your site visitors read what you have to say, and encourage readers to return to your site regularly. In addition, the following 13 tips will help boost your site’s SEO, increasing the chances that new readers find your business in web searches.

1. Post with consistent frequency.

Regardless of how often you post, updating your blog consistently with fresh, current content helps boost SEO, brings new readers to your website and keeps current readers returning.

2. Use an editorial calendar.

An editorial calendar is an easy tool to help you stay on track with posting consistency. Use it to plan posts, keep track of ideas for upcoming articles and events, and even to plan your social media posts. Having an overview plan for your blog allows you to create content that flows well and makes sense to your readers.

3. Share quality content.

Once you decide on your posting frequency and set up your editorial calendar, it’s time to create quality content to share on your blog. In addition to being mindful of grammar and spelling, be sure to write in first person, cover relevant topics and keep the content current and useful to your readers.

4. Use relevant keywords, but don’t overuse them.

SEO optimization is important if you want your content to be discovered by search engines, so be sure to know the relevant keywords for your niche and use them; however, be aware that overusing keywords can make your blog posts sound pitchy, unnatural and can even confuse search engines.

5. Be professional but let your personality shine through.

Just like using too many keywords can make a blog post feel unnatural and stilted, so can writing in a manner that is too polished. You can maintain your professional tone and still allow your personality to show. If you have a sense of humor, it’s fine to be funny. If you love sports, use a sports analogy. The key is to not overdo it.

6. Use stories to make a point.

Nothing grabs a reader’s attention like a good story. Don’t go for the long ramble; opt for a brief anecdote that drives home the point of your article. This is also a great way to show your personality and make a human connection with your readers.

7. Add the crowning touch.

Completing your blog post isn’t the finish line. While choosing a title may seem like step one, it is often best to first pick your topic, allow it to evolve as you write, then select an appropriate title. A well-thought-out, catchy title makes readers click.

8. Edit your work.

Once you have a completed post with a snazzy title, refrain from publishing it on your blog. Let it “rest” overnight, then read it again the next day with fresh eyes. Sometimes we get so involved in our own writing that it's difficult to detect small errors. Also consider having someone else read over your work. A second set of eyes can often spot errors the article author easily overlooks.

9. Add an image to your post to enhance content.

Use a high-quality image that relates to your post to reinforce your point. Licensed stock images are an excellent option. An online search will reveal a variety of companies that offer stock photo plans.

10. Add a Call-to-Action.

Every blog you share needs a CTA. It doesn’t have to be a hardline sales pitch. It can be a link to sign up for your email newsletter, encouragement to follow your business social media accounts or an offer of a free quote. A simple CTA goes a long way in growing your firm’s clientele.

11. Make it mobile friendly.

More than half of all internet users read content from a mobile device. Check in with your webmaster to make sure your site looks polished across all types of devices.

12. Engage with your readers.

Respond promptly to blog comments to connect with current and future clients. This builds trust and reinforces the fact that you care about your business and your clients.

13. Visit other blogs in your niche.

Read their articles and make thoughtful comments. This expands your professional network and increases the number of individuals who are exposed to your blog.

Top business blogs consistently create quality content their readers can rely on. These tips will help you take your blog to the next level for continued growth.