There is no doubt that your IFA website presents visitors with valuable information that can allow them to make critical decisions at the correct times. You may even make use of live news feeds, a social media account and hyperlinks to other authoritative reference guides. However, do you have a blog page that is frequently updated? If so, what information does it contain? The reasons that these questions are pertinent will centre just as much around your online exposure as it will the ways in which you interact with your clients. Let’s take a look at how you can develop an effective blog.

All About the Links

One of the mistakes that many people will make is that their blog is more of a standalone page than another tool of the website itself. So, it is important that each blog entry contain easy-to-follow links not only to your homepage, but to pages of interest throughout the site. The ability for a reader to click on an embedded textual link will allow him or her to browse your site in depth. Also, this can help to avoid the need of explaining complicated concepts on the blog itself; if they require further information, they can be redirected to the page or topic in question.

Keeping it Simple

A blog should never be a technical readout of the latest tax laws or IFA protocols. This is what your individual pages will address. Instead, the text should be friendly and easy to read. After all, the last thing a visitor wishes is to digest complicated terminology within the blog. Address the individual as “you”, keep the text light and add humour whenever possible. This will spur further interest from the visitor and help to add a bit of personality to the services that you provide Also, a call to action is critical at the end of each blog. Still, do not make it overly apparent. Instead of stating “This is why you need to use our services” place in subtle hints such as “Take a look at our website for further information.” Such calls to action will spur the reader into taking a more proactive approach.


Of course, your blog will need to contain the relevant keyword and phrases. This is not only for the benefit of the reader, but due to the fact that Google absolutely loves up-to-date information. In fact, such blogs will be just as effective at increasing your online ranking as your landing page itself. Still, do not “stuff” excess keywords into your post. This appears awkward and clumsy to the reader. As a general rule of thumb, a certain keyword should only be mentioned between three and four times for every five hundred words (the standard word count for a single page).

While these concepts are quite simple, they are also extremely effective. By addressing your audience on a regular basis and keeping them “in the loop”, you will enjoy a more loyal customer base and your exposure will vastly benefit.