If you’d like to give more attention to your business blog, here are some common pitfalls and missteps to avoid:
1. Hitting “publish” without a clear reader in mind
One common issue? Writing for everyone and connecting with no one.
If your blog writing feels scattered, ask yourself: “Who am I writing for?”, “What does this reader care about today?” Know your audience before you begin typing.
2. Offering shallow content
Generic advice tends to get skimmed and forgotten. We believe in your blog being inspired by your real life. If you’re sharing staging tips, show before and after photos from your own listings. Talk about the difficult prep work you did or that one personal touch that made a huge difference. The more rooted in real life your posts are, the more relatable and interesting your blog will be.
3. Speaking in robotic searches, not real questions
Sure, SEO does matter, but people don’t search the internet like robots. Instead of using fragmented keywords and copy, write naturally and in clear, direct question-and-answer sentences. Just this small shift makes your blog instantly more useful to readers.
4. Inconsistent tone, visuals, and delivery
We once had a client whose blog posts looked like they belonged to different companies, using different fonts, formats, and voices. It was confusing. The result? Confusion.
Your blog should feel like an extension of your brand: same tone, consistent visuals, matching your website, flyers, and social media. Consistency builds trust faster than even the most polished design.
5. Ending without providing next steps.
If your post abruptly stops, your readers might too. Always include a clear next step, even if it’s as simple as, “Want more tips like this?” Download our free checklist.”
It doesn’t have to be a hard sell. Just give people a reason to keep engaging.
6. Ignoring visuals
A wall of text is a fast way to lose your reader. Break up longer copies with images, pull quotes, or videos. For real estate blogs, using regularly spaced property snapshots can bring a post to life.
7. Treating your blog like a low-priority chore
We get it, no one has a business-related blog just for fun alone. But when blogging gets half-hearted, readers notice. If you’re nodding along thinking “Yep, I’m guilty,” start small: commit to just two well-crafted posts a month. Keep the rest of your materials flowing around them.
Make your blog count this fall
Your blog isn’t just content – it’s a lead generator, a credibility-builder, and a place to showcase your expertise. If your posts feel like they’re spinning their wheels, or worse, sitting forgotten, it’s time for a rethink.
We help real estate agents and small businesses make their blogs work smarter, with writing, visuals, promotion, and even print tie-ins that connect online efforts with direct mail and listings.
If you’re ready to level up your blog and turn it into something that actually supports your business, let’s talk. Visit ICONICA Communications Inc. and let’s craft something that gets attention this fall.