Wix small business blog templates

How to start a small business blog

Reading time: 13 minutes

When you’re running a small business, sometimes the hardest part is establishing that initial connection with your customers. Beyond getting in front of the right people, you need a way to prove your value—or show what sets your business apart. And this is where a small business blog comes in handy. 

Starting a small business blog gives you plenty of real estate to flex your brand’s personality, values and topical expertise. It also gives you plenty of opportunities to rank on search engines like Google. 

That said, if you don’t consider yourself a writer, then the idea of starting a blog may be daunting. 

But don’t worry, we’ve got you covered. In this article, we’ll walk you through the steps of how to start a small business blog for the first time so that you’re well-prepared. 

What is a small business blog?

A small business blog is where you can impart your wisdom or experience as a business owner to a larger online audience. The biggest difference between a personal blog and a business blog is that instead of covering topics that interest you, you cover topics that interest your customers. For example, a small business blog could look like:

  • A local bakery sharing recipes and baking tips
  • A tech startup covering the latest industry trends 
  • A consultancy firm providing business advice for entrepreneurs

Most businesses like to host their blogs on their main websites, but some may treat it as a standalone publication with a separate domain. The decision here depends on your blogging software and the goal of your blog—whether you’re looking to drive traffic to your main site, or create a powerful sub-entity (among other considerations). 

Take a look, for example, at Revive Therapeutic Services’ blog, a trusted resource for insightful articles, helpful tips and valuable resources on mental health and wellness. Revive Therapeutic Services is dedicated to providing comprehensive therapeutic services to individuals and families—and their blog serves as an extension of their commitment to promoting mental health awareness and empowerment.

Through their business blog, this VistaPrint and Wix user aims to educate and inform readers about various aspects of mental health, including coping strategies, self-care practices and techniques for managing stress and anxiety. Their team of experienced therapists and mental health professionals share their expertise on a wide range of topics, offering practical advice and guidance to support readers on their journey towards emotional well-being.

As Akos Antwi, Co-Founder of Revive Therapeutic Services, says, 

“​At Revive Therapeutic Services, our blog opens the doors of hope and understanding, inviting readers to step forward into a healing journey. With each article, we share not just knowledge, but an unwavering commitment to guiding each person towards the life they envision.”

Wix small business blog example

Source: Wix

Why should you start a small business blog?

Of course, every blog is an investment. It takes time, resources and long-term commitment. But starting a blog offers some unique benefits.  

“Blogging is still one of the best ways to build out your online presence,” says  George Nguyen, director of SEO editorial at Wix. “For smaller websites, creating topical blog posts enables you to create keyword-rich content that tells potential site visitors and search engines what your brand is all about.”

“This can be a crucial advantage for local business websites, portfolio websites, etc., where you may not have as many opportunities to convey (in text) your expertise or how your business is unique,” he adds.

In a nutshell, a small business blog helps you to: 

  • Ramp up your exposure and authority: A blog serves as a platform to share your brand’s viewpoints and expertise across a variety of topics that your customers may already be thinking about and/or Googling.
  • Improve your SEO: A blog that’s backed by a strong search engine optimization (SEO) strategy can have big long-term benefits. A business blog is often the gift that keeps on giving, serving as a strong organic marketing channel that continues to drive relevant traffic to your site over time. (Check out our article on small business SEO for more hands-on tips.)
  • Generate leads: A business blog has the power to get your brand in front of people who may want to buy from you, either now or in the future. According to a study by Demand Metric, companies with blogs produce an average of 67% more leads monthly, in comparison to those that don’t have blogs.
  • Convert those leads: By demonstrating your brand’s expertise, a small business blog can influence potential buyers to take a chance on your brand. “At face value, blogs may seem to be just more peripherally related content,” notes Amanda Weiner, CRO specialist at Wix, “but when you scratch a bit beneath the surface, you realize that they are effective entry points into your funnel and might just be the last nudge the reader needs to be convinced that your product is right for them.” 
Blog articles are truly a hidden gem when it comes to conversion.”

– Amanda Weiner, CRO specialist, Wix.com

How to start a small business blog in 6 steps 

When you’re ready to roll up your sleeves and give blogging a shot, make sure to take these five essential steps. Setting up your small business blog correctly is nearly just as important as how you plan to maintain it afterward, so don’t skip these steps. 

  1. Choose the right blogging platform
  2. Design your small business blog
  3. Select the right business blog topics
  4. Create your content calendar with SEO in mind
  5. Write your first blog post
  6. Promote your small business blog

1. Choose the right blogging platform

There are various blog makers on the market tailored to different budgets and needs. Rather than picking the first result that comes up on your Google search, do your due diligence. 

Find a platform that offers a user-friendly interface. Consider the ease of setting up your blog, including the installation process and any technical requirements. A platform with a straightforward setup can save you valuable time and resources. 

Also, assess the design options available on the platform. Your blog platform should provide a range of templates and design flexibility. You should be able to create a unique, tightly branded blog and avoid a cookie-cutter, clunky design. 
Beyond this, there are a couple of other prerequisites to look out for:

  • A scalable blog platform and hosting provider that you can trust as your audience continues to grow
  • A reliable platform that protects your content and data via things like regular data backups and a reliable recovery system
  • A secure platform that conducts regular security updates and offers features like secure login options (not to mention a secure hosting provider that has SSL certificates, firewalls and other security measures to protect your blog and sensitive user data)
  • A well-priced solution that offers the features that you need at a reasonable cost
  • An SEO-friendly solution with features like customizable meta tags, clean URL structures and in-built SEO assistants 

2. Design your small business blog

Although words may play a starring role in your business blog, the design of your blog plays a critical supporting role. A well-designed blog means that it’s easy to navigate and presents your brand in a professional light. 

There are plenty of website design tips for small businesses to bear in mind. But arguably the most important among them is to customize your website so that it’s user-friendly and matches your overall visual branding. 

Use ample white space, as well as clear typography throughout your blog. Integrate your logo, fonts and brand colors into the design to reinforce brand recognition. Always prioritize an easy-to-read format over one that’s glitzy and overly animated (and thereby potentially hard to navigate). 

Alongside these design elements, structure your business blog in a way that makes it easy for visitors to find the content that they’re interested in. Expect that most people won’t enter your blog through its homepage—rather, they’re most likely to enter through a specific article that crops up on their Google search or social media feeds. With this in mind, design your blog so that no matter where a reader enters from, they can easily find other blogs, categories and authors that they’re interested in. 
Don’t forget about the mobile experience. Considering how more than 60% of website traffic comes from mobile devices, you’ll want to check that your small business blog functions well on smaller screens. Use a mobile-friendly template and/or a mobile editor to customize the experience; keep the mobile experience clutter-free, making sure that text and images appear large enough that they’re legible on small screens.

Wix small business blog example

Source: Wix

3. Select the right blog topics

Once you’ve built and designed your blog, you’ll want to decide on your small business blog niche. Start by understanding who your readers are and what they’re interested in learning about. Focus on topics that address your customers’ pain points or answer their questions.

Here are some examples of blog niches that could work well for a small business blog:

  • Industry insights and trends: Explore and discuss the latest trends and insights within your industry. Offer analysis and predictions for upcoming developments.
  • Product spotlights: Highlight specific products or services your business offers. Provide in-depth reviews, use cases and customer testimonials.
  • How-to guides and tutorials: Create step-by-step guides related to your products or services. Help customers make the most of what you offer.
  • Customer success stories: Share stories of satisfied customers and their experiences with your business. Showcase real-world examples of how your products or services have made a difference.
  • Behind-the-scenes: Offer a glimpse into your company’s day-to-day operations. You can also introduce team members, share company culture and discuss events.
  • Problem-solving: Address common challenges within your industry and provide solutions. Position your business as a problem-solving authority.
  • Expert interviews: Interview small business industry experts, influencers, or thought leaders. Discuss relevant topics and share their insights with your audience.
  • Tips for small business owners: Share advice on entrepreneurship, management and overcoming challenges. Provide valuable tips and resources for fellow small business owners.

4. Create your content calendar with SEO in mind

Once you’ve designed the shell of your small business blog, it’s time to think about what will live inside it. Start by deciding who you want to invite to your business blog. Where are they coming from? What are they interested in? 

If your blog audience is the same as your business’s audience, speak with your sales or support teams to understand the types of questions that frequently come up in customer conversations. Scour other resources at your fingertips too, like social media, online forums or competitors’ sites.
Be specific about your target blog reader, as though you’re evaluating a new customer. This knowledge will help you in making a few important content decisions: 

  • What is the goal of your small business blog? Is your ultimate goal to attract more product purchases, or gain more newsletter signups? This will determine the types of calls-to-action that you include in your blogs, as well as how much time you devote to top-of-the-funnel content (e.g., how-to or trends pieces) versus bottom-of-the-funnel content (e.g., case studies and product tutorials). 
  • What keywords will you target? While tools like Semrush and Ahrefs can provide data around organic and paid keywords, it helps to have a good pulse on how people already engage with search engines like Google. 
  • Which evergreen and timely topics will you cover? Your content calendar should ideally include a mix of evergreen (i.e., content that stays relevant for a long time) and timely content (i.e., content that has to do with current events and trends). But before investing time into a piece, make sure it’s something that your readers actually care about.
  • What types of authors will you work with? Your business blog will likely benefit from feature interviews or guest posts from experts in your field. Aim to work with people with first-hand experience in the topics at hand; it’s a bonus if they already have a following of their own, consisting of people you hope to get in front of.
  • What visuals will you include? What types of multimedia or cover images can you include in your business blog to further entice readers? Think like a media mogul and consider the full package. Find strong visuals to supplement your words.
  • How often will you post? Decide on a publishing cadence that considers your realistic availability and how often your audience expects new content.
  • How will your content be distributed? As you plan out your distribution plan, think about all the ways your audience likes to receive their content. Do they respond best to email? Social media alerts? Text?

Plan your content at least one month in advance to give yourself some leeway between thinking of the blog idea, researching it and publishing it. You may weave in more real-time marketing topics later on, but it helps to have a few pieces in the queue so you can be consistent with publishing.  

5. Write your first blog post

There’s a lot more to creating a blog than meets the eye. When it comes to creating a blog post, there are a few tricks of the trade that can keep your publication running smoothly. For starters, it helps to establish: 

  • Blogging guidelines: Think of this as best practices that any of your writers or editors must follow to publish content that represents your brand well. You should define the grammar rules that you want to adhere to, as well as any brand-specific requirements (like tone, voice, originality, citing research, etc.).
  • Research: Research information and insights related to your chosen topic. This may involve reading industry publications, analyzing relevant data and statistics, or interviewing experts in the field. Be sure to use credible sources. Depending on your industry, you may also consider contacting your customers as part of your blog content research for their product insights and experiences.
  • Article brief: Map out each blog post to keep your thoughts organized and documented. List out any key points that you want to make, plus resources and keywords to bear in mind. 
  • Think about word count: In general, each blog length will vary depending on the content itself, the audience and the intent of the piece. However, content that is more long form and in-depth tends to perform better in terms of SEO, engagement and conversion rates.
  • Use clear Calls-to-Action (CTAs): Include calls-to-action (CTAs) throughout your blog to encourage user engagement and drive action. CTAs can prompt visitors to subscribe to your newsletter, download a resource, follow you on social media or contact you for more information.
  • Editing process: While not necessarily required, it’s always a good idea to get a second opinion on a blog before it gets published. Having a trained editor review a blog can help you catch copy mistakes and perspectives that you may not have thought about. At a minimum, use a tool like Grammarly to pick up on any grammar errors you may have missed.
  • SEO optimization process: While SEO is less of a “process” and more of a complex skill set worth mastering over time, it helps to establish some baseline best practices for all of your contributors to learn. Encourage writers to naturally weave in keywords and to consider things like search intent and average blog post length when writing.
  • Uploading process: What might seem like a straightforward process can quickly become riddled with inconsistencies. If you plan on having multiple people managing your blog, outline the steps your team needs to take to properly upload a blog to your content management system (CMS). Make sure any default subheading styles are set in your blogging platform, and train your team on tasks like adding all the right metadata and tags on the backend before publishing.
“Leveraging SEO and integrating it into the website creation process is vital. Various studies have shown that organic search is the single greatest provider of traffic to websites—with that being even more pronounced within the B2B context.”

– Mordy Oberstein, head of SEO branding,  Wix.com

6. Promote your small business blog

So you’ve just published your small business blog. Your job is done, right? 

Not quite. Publishing your business blog is just half the battle. From there, you’ll want to have a game plan in place for promoting and maintaining momentum around your blog. Having a post-launch plan for your small business blog isn’t all that different from having a website checklist—you’ll want to proactively draw people to your blog. 

Use all of your top channels to spread the word about your article. Share your blog posts on social platforms like Facebook, Pinterest, X (formerly Twitter) and LinkedIn. Notify your email subscribers of your new content. Ask any contributors to share your post with their audiences. 

Additionally, make sure to monitor your blogs and check that they’re performing as expected. Use your SEO and website analytics tools to track key metrics, such as on-page engagement, conversions and keyword rankings. Most blogs will benefit from an update at least once a year, if not more regularly. 

As you pump out new pieces, don’t neglect your existing content. Stretch their value by keeping a pulse on them and reviving them when needed.

Your small business blog and profitability—how can you make money from your posts? 

You might be eager to know when and how your blog will yield results in the form of dollars. Well, blogging is not for the faint of heart—it’s a long-term organic play that will take time to marinate. That said, it can be well worth the investment, bringing in free traffic that eventually converts into real buyers. 

But, if you want to entertain a few other monetization strategies, here are some to think about:

  • Affiliate marketing: Join an affiliate program that allows you to earn a commission (through sales from an affiliate link) while promoting another business’s products or services on your site.
  • Digital products: Sell longer eBooks, courses, reports or webinars to your readers for a fee.
  • Memberships or subscriptions: Offer premium content, exclusive access and other perks to readers who join a membership club.
  • Freelance services: Your blog can double up as a personal portfolio, where you can showcase your talent and offer to freelance for other businesses.
  • Advertising: Create a space on your blog to show display ads (through networks like Google AdSense) or direct advertisements. That said, you’ll likely meet specific criteria, like having a large audience, to be eligible for these programs. 

To sum up, starting a business blog is a powerful and lucrative strategy for small business owners to enhance their online presence, connect with their target audience and drive business growth.

By following the steps outlined in this article, you can lay the foundation for a successful and impactful blog that serves as a valuable asset for your small business. Remember, consistency, authenticity and a commitment to providing value to your audience are key to building a thriving business blog that strengthens your brand, fosters customer relationships—and positions your business as a trusted authority in your specific industry or niche. So, what are you waiting for? Start blogging and see how your business will soar to new heights.

Allison is the editor-in-chief of the Wix Blog. She has spent the last decade covering the business and web industries, seeking the most interesting stories surrounding new tech, trends and professional advice.