Has your business changed over time? And what does that mean for your blog?

I celebrated 4 years in business in January and looking back, I realised just how much my business had changed in that time. For a start, I don’t work in the same industry and I don’t have the same business name.


Talking to friends who have been in business for 4 years and beyond, I’ve come to realise that there are stages of growth. You have your first 12 months, where if you’re still standing at the end, bloody well done! That’s a huge achievement! My memories of the first 12 months are of absolute desperation, terror of asking anyone if I could work for them, and a dwindling bank balance as I used up my redundancy money.

A photo of someone sitting on the edge of a bed looking despondent. Photo by Jakob Owens on Unsplash

Then you have years 2, 3, and 4 where you gradually realise that the rollercoaster does come back up again. You figure out what you love doing, and learn that some things just don’t bring in the cash you need. Some people get a grip on business really swiftly and if you’re one of them, I salute you. I was not. I spent a long time in the wilderness, continuing not to want to suggest to people that they might want to employ me and looking at my bank balance with fear.


At some point, the mists clear. You’ve figured out your offers, people know what you do, and life becomes calm. But you keep riding the roller coaster because you want to do new things and explore possibilities.


By this point, you are a long way from where you started. It’s brilliant! You’ve achieved a lot and hopefully you are enjoying the life you’ve created for yourself. But unless you’ve been really good at keeping everyone around you in the loop, you might have some work to do on your website.

Does your website reflect your business right now?

I often say that having a website is like painting the Forth Bridge, you think you’ve nailed it and then it’s time to refurbish it again.

If someone landed on your homepage, would they know what you do now and how you can help them?


Are the offers on your service pages ones you are currently selling? If so, do they bring you joy or do you quietly hope that no-one clicks on them because they take too much time and don’t bring in enough money?


Have you updated your story on your About page? And while you’re at it, hop over to LinkedIn and double check you’re telling people about the current you, not the previous version.


If you are struggling to write new website copy, then have a chat with me. I’ll interview you and you and your clients and write new words for your website that tell people who you are, what you do, and why they want to work with you.


(Yes, I got over the ‘not telling people how I can help them’ mindset hurdle.)

What are you showing up for on search?

Long tail keywords are great, but you can unintentionally show up for things you don’t want. Or things which you used to do but don’t any more. 


You want to be found for what you really do. This means thinking about your area expertise and what people might be searching for to come across you. You can then write articles for your blog which bring interested visitors in to your website.


If you would like help to focus on your messaging and make a plan for how to make use of your blog, then book a Write Now day with me. We will lay out all the pieces of the jigsaw that make up your business, and create a strategy. It’s a great way to spend a day working on your business.

A graph showing Google Search Console results. Photo by Stephen Phillips on Unsplash

How your blog can help you position your business

Your blog is a wonderful platform for sharing your approach, views, and expertise. If you have moved in a different direction then it can help you to get know for what you are doing now.

You can share articles focused on your services.

You can talk about key issues in your niche.

You can express your views on a topic.

You can show your style and personality while demonstrating to potential clients that you have the know-how and experience they need.

Blogging is a real asset to your business, helping you build a reputation and get found by people searching for answers to problems you solve at the same time.

Let me know in the comments, how has your business evolved?

Picture of Rachel Extance

Rachel Extance

Award-winning journalist and blogger. I help service-based business owners communicate who they are, what they do, and why. If you struggle to talk about yourself on your website or your content marketing, get in touch with me.

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The information contained above is provided for information purposes only. The contents of this article are not intended to amount to advice and you should not rely on any of the contents of this article. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article. The Story Cave Ltd disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article.