An effective website needs good content to meet its goals. Blogging is one of the easiest ways to build content on your website.
What can you achieve by blogging? First, you show off your expertise. If you write about what’s going in your industry, things you’ve observed, projects, you’ve completed, etc. your website visitors will be able to see things from your perspective, and you build trust. Teaching is the cheapest and most effective form of marketing. If there is something you can share with potential customers, not only will they come back for more — they’ll like you and want to spend their money with you.
Second, Google puts a strong emphasis on lots of quality content loaded with keywords. They recently changed their algorithm to rank sites higher if the sites update often. No better way to achieve that than blogging.
Finally, blogging creates many links throughout your site automatically. Deep linking is another important factor in search engine rankings.
So take the time to blog. Even if you post once per week on something on your mind, something new that shipped, etc. you’re going to build a huge library of content that will make your business visible. Posts don’t have to be long — a few paragraphs can be plenty.