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Search engines and your clients have two things in common – they both want a fresh and relevant flow of communication. Maybe blogging is the answer?


Kate Veteri

In this fast-paced world, people want quick answers and a continuous flow of new content. If you’re not in the business of content creation, how can you ensure you’re still communicating with your customers when your operating hours are over? That’s where a blog can come in. Including a blog on your website is a great way to attract attention to your brand and company while providing relevant and useful information to your consumer base. They can help to emphasise a company’s expertise at an inexpensive cost. 

By keeping communication channels open, you are in a better position to strengthen relationships with existing customers and potentially entice new ones with your transparency of information. Designed to be informal articles, written in a conversational style, when blogging it is important to keep your language simple.

While blogs have been around for some time, few companies use them to their full potential. How many times have you browsed a website only to see the beginnings of a promising blog peter out after a few months? To ensure this doesn’t happen to you, here are a few ideas to keep your blog fresh with regular content.

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The first thing you are going to need when creating a blog is a subject. Try not to overthink what to include. Generally, if it is important to you and your business, it will also be important to your clients.

Some basic subjects you could consider:

New products and services: your clients are going to want to know about any new products or services you offer because that will directly affect them.

Media coverage: if your business is featured in the media, include a link to the original interview, article or social post. This will improve online traffic and promote your business.

New business development information: inform clients of any changes to your business, such as new partnerships, a new office location or new contact information.

Meet the team: these posts help to personify the business and create a connection between your company and clients, so space out short profiles on key staff members with a smiling headshot.

Answers to frequent questions: while most companies have a ‘frequently asked questions’ page, it can sometimes be useful to expand upon those answers if you are finding that clients are getting in touch for further clarification on certain topics.

Services and policy changes: if you make any service or policy changes that will impact your clientele, a blog is a great way to inform them of what the change is, why it has been implemented and what the new requirements are.


beautiful blogs 

While the visual style of your blogs should be consistent with the rest of your branding and website, choosing the right one can be a bit of a challenge. If you are looking for inspiration, here are some attention-grabbing blog sites relevant to our industry:



The layout (design) of your blog and the way you engage with readers makes a huge difference in the digital world. While it is important to have a good topic, you don’t want to overwhelm your audience with endless information and complex language. Always remember: less is more.

To keep them engaged use lots of visuals, such as images and videos, and minimal text. Rather than writing in long paragraphs, use listicles that identify the key message. 

Your individual blog pages should also have a comment section. This encourages consumers to start a conversation with you that may lead to more business. It is important that if someone comments you respond because it won’t shine a positive light on you if you disengage with existing or potential clients.

TIP: Keep your blog heading short and sharp or try for a little creativity to capture attention. 


One of the biggest questions people have when starting a blog is how often they should upload content. And it’s a hard question to answer because it’s so dependent on your business. For example, if you are a small business then uploading a blog post once every few months might be enough. It still shows you’re interested in, and committed to, engaging with your customers but shouldn’t have you scratching your head for a topic. However, if you are a larger business with greater reach, and thus a broader clientele to accommodate to, then uploading at least once a month may work best to keep conversations open with your audience. 

TIP: Even if you create all your blogs in one go, make sure they are uploaded and dated in a spaced out timeframe. Without proper spacing between uploads it can begin to look like you started your blog during some spare time but soon lost motivation.

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Another consideration is updating your customers about the impact of external influences, such as COVID-19, on your business. Throughout the pandemic, it is important to keep consumers up to date with any changes to normal business operations. This can include:

  • new office hours 
  • onsite access
  • delays in shipment of materials
  • changes to traffic conditions around offices or sites.


If you are someone who feels more comfortable in front of a camera instead of behind a keyboard, perhaps vlogging is more your style. 

A vlog is similar to a blog in that it is conversational, informal and to the point. The only difference is a vlog presents the information in a video format. All the tips mentioned in this article still apply when creating a vlog but there are other things to consider. 

The most basic inclusion should be embedding the video with supporting text and images for those who are hard of hearing. Because this is a visual and audio presentation of information, you need to ensure you are still reaching your full client base. There is also a fine line between making a creative vlog (which can sometimes be stressful) and making engaging content. Focus on what message you want your customers to know, speak confidently and don’t waffle. Editing it in post-production will help to remove any unnecessary content.

If you are just starting to dip your toes into the world of vlogging but you aren’t sure if it is the right platform for you, begin by using your smart phone as a recording device. Most professional vloggers use a camera with a screen that’s reversible, a microphone and a lighting kit (usually a halo or umbrella light). However, these accessories can be expensive so you may wish to hold out on the investment while you’re learning the ropes and instead make use of the technology you likely already have in your pocket. 

media coverage

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