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Your own website or blog: Your digital business card on the net

A blog or a website: which is the right one for my company?

Every company must be present online. But what is better: a static website or a blog? Or both? Here you can find out which possibilities and tools are available. And how you can be found more easily by Google.

Imagine this situation: You are looking for a new dentist or want to try out another restaurant – how do you proceed? You’ll almost certainly search for it using Google and visit the website for a moment. Potential customers of your company do the same. They also expect to find relevant information about your company. A website is therefore a necessity. Or a blog. That depends on what you want to achieve. If you only want to share information, for example about your products or contact data, a static website is sufficient. Blogs, on the other hand, are a kind of online diary for personal experiences and opinions – interesting for companies in the creative sector, for example.

Dynamic pages improve your Google ranking

Google loves sites that change frequently and are linked to other sites. Pages on which nothing happens for months or even years drop in the search ranking. If you want to do marketing by using your web presence, there is a lot to be said for a blog. Marketers who run a blog achieve two-thirds more customer inquiries.

Homepage construction kit: a good place to start

Be realistic: If you are just starting off with your business, and you have little experience and time to maintain a website, a simple web business card is a good start. Many Internet providers offer their customers, in addition to online access, a low-cost web construction kit with which you can build a simple website with a few clicks. If you hardly have any time or experience, then cooperation with a professional may be worthwhile: Web agencies not only create a suitable website for you, but they also support you with your own digital marketing and the development of a sophisticated SEO strategy.

In contrast to a simple web business card, the management of a blog is more complex and is often underestimated by companies: Only those who really have time to regularly supply the company blog with new, interesting content will remain interesting for both existing and new visitors. Nothing is more embarrassing and above all more damaging for business than a blog in which the “latest” post is two years old.

A wesbite or a blog? A website and a blog!

Instead of going for either one or the other, why not go for both. This means: Ideally, you should do both: A website and a blog In order to save work, a Content Management System (CMS) is recommended, which can do both.

This explains the great success of WordPress, which is used today to create almost 60 percent of all websites. Originally started as free software for blogging, today it can also be used to create attractive websites. The blog is then simply integrated as a link in the page navigation. This has the advantage that interested parties can find general information about the company as well as current and personal news and comments at one address – ideal for Google searches. An advantage of WordPress is that most design templates are responsive, so the layout automatically adapts to the screen size of the device. Today, the principle of mobile first applies – most users load websites using their smartphone.

Of course, nothing good comes for free. Even if there is a huge range of very successful WordPress templates available, these pages can’t deny their blog origin. If the company grows and there is a larger demand for the pages to be more professional and function better, you should consider a “real” CMS such as the free Typo-3, for which many web developers also create pages and – thanks to appropriate extensions – blogs. The choice is huge: There are several hundred CMS systems.

And Facebook?

Social media is booming. But many are withdrawing again because the success rate of their Facebook presence is low and it does not attract the people they want as customers. However, the demands on social media are often too high because Facebook is still well suited to conduct awareness campaigns with which one’s own brand can be built up and one’s own range of products and services consciously displayed. Every one or two years life moves on, most recently to Instagram – where awareness campaigns are also easy to implement.

That means: If you are completely unfamiliar with Facebook and Co. and are only looking for qualitative leads, then save yourself the time. However, if you offer a special service as an SME, for example in the creative sector, it may be useful to rely on social media. With Brand Lift, Facebook and Instagram even offer their own tool for measuring brand awareness, success and advertising recall. Whether or not you choose Facebook and Instagram: You still need at least a simple website, that’s what customers expect today and that’s what they’re looking for with Google.

How customers can find your website with Google – the 5 best tips

• Link to other websites and try to be interesting by having attractive and up-to-date content for other sites that may link to you.

• Write a creative and accurate meta-description. This is the short text that Google shows under the link in the search results list. A free SEO check of Page Title and Meta Description, for example, is provided by seoreviewtools..

• Do you want your website to always be at the top of certain searches? You can achieve this with an Adwords campaign. It offers many options for getting to know the preferences of the customers and adjusting marketing campaigns.

• Use URLs with consistently understandable path names, i.e. www.meinefirma.ch/mein-angebot instead of www.meinefirma.ch/362440.

• Check the success of your website regularly, for example with Google Analytics.

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