Boston Green Building’s revamp of its blog more than doubled hits to the site. Operations manager John Hourihan says that a blog is a good way to help potential clients get to know your company’s projects and processes before they contact it.

The Boston company’s original blog consisted of news from various sources. The new blog is deeper, with specific categories including news, projects, products, and subcontractors/architects. And the revised content is bringing in readers. BGB’s tips for increasing blog traffic:

  • Post often. Hourihan writes a blog entry every other day, usually about the progress of existing jobs, and includes photos. “It has to have our touch. No one will get to know us if an intern is writing it,” he says. “When you have a good post, users scroll through the rest of the posts.”
  • Identify staff. Clients may be reluctant to ask about their project manager’s qualifications. Blog posts mention PMs by name, allowing clients to develop confidence in the PM’s abilities.
  • Use keywords. In the first few sentences, use words that homeowners would enter in a Google search. Popular terms include project type (bungalow, kitchen renovation), products (windows, doors, insulation), and local town names.
  • Cross-promote. The company posts blog updates on its Facebook page and staff promote blogs on LinkedIn.
  • Track it. The blog host, WordPress, lets BGB track the number of blog hits — before-and-after photos are popular.
  • Reference partners. Hourihan mentions project architects and subcontractors in the posts, allowing prospects to gauge the caliber of BGB’s partners.
  • Respond to comments. Hourihan receives an e-mail when someone comments on a post, and he responds in a timely manner.
  • Seek more followers. BGB has stepped up its efforts to attract more followers. Hourihan has begun posting final photos with a project summary, and many existing clients use the blog to share updates about their project with friends and family. “As long as we post updates, people will view [the blog],” Hourihan says. “If we don’t post anything, [the response] will crawl down to mediocre.”

This is a longer version of an article that appeared in the November 2011 issue of REMODELING.