Helen Savage, Copywriter to the glazing industry, discusses the importance of blogs in supporting installation businesses that rely on recommendations.
A lot of people think business blogs are only good for one thing, which is SEO. And more recently GEO (Generative Engine Optimisation) with the advent of AI search. While this is also true, I think there’s another bigger benefit to be had.
Installation businesses rely on recommendations for the next job. But a lot of homeowners won’t place an order on word of mouth alone. Most consumers want to do their own research and see for themselves what a business is like before they buy.
Showcasing character and culture
An endorsement does go a long way, but the majority of homeowners do an online search on an installer that has been recommended to make sure they are a fit for them too. Whether they’re skeptical and want to find out more, or confident they’ll buy and want to research product options, browsing a website is a great place to get a good feel for a company’s character and culture.
For homeowners that are more trusting in the recommendation they’ve been given, a quick browse may be enough, but the more discerning consumer may want more.
Building confidence
Particularly in the current economic climate, homeowners are concerned about spending their hard-earned money, so they want to vet companies before they commit. They want to be confident that their home improvement supplier of choice knows their stuff and can be trusted to deliver. This is where a business blog populated with regular content can really make a difference.
Consistent blogging allows installation businesses to explore every aspect of the business, culture, and product portfolio in depth. It provides the freedom to offer opinions and share knowledge which serve to establish authority and build trust.
Expert positioning
If a visitor lands on a website because of a recommendation, it is also an opportunity for businesses to answer questions before the prospect even picks up the phone. A blog in particular gives companies the time and space needed to expand on topics, answer questions, address technical queries, and ease any doubts or concerns.
Each blog post can link to another to further demonstrate the breadth and depth of knowledge in the business and position you as an expert, while keeping visitors on your site for longer. When done well, business blogs can work alongside recommendations to build a more complete picture and ultimately shorten the sales cycle.
