Cindy Bidar

I read the websites of a lot of virtual service providers, and there’s a problem I see cropping up again and again.

Many of them don’t seem to know who their audience is.

Here’s what it looks like from a reader perspective:

The website promotes a business. It has a home page that talks about why small (and large) business owners need a VA. It has an about page to introduce the reader to the site owner. It has a services page which outlines packages and pricing and maybe (hopefully) has buy buttons so readers can make a purchase.

And then there is the blog page. This is where the site owner runs into trouble.
Because the blog is not talking to his or her clients, it’s talking to his or her peers – other virtual assistants.

As an example, I was on a site just today reading a blog post about 20 ways to find work as a VA. What is a potential client going to think when she stumbles across that page? That you struggle to find work? That you’re targeting a different market (other virtual assistants)? Or maybe that you are a marketing expert (but can’t necessarily help with her problem)?

Aside from the mixed message it sends to your potential clients, blog posts like this aren’t doing you any good in the SEO department either.

What You Should Be Blogging About

Before you sit down to write that blog post, think about who your ideal reader is. Are you trying to attract clients or colleagues? If it’s clients, you must tailor your message to them. So rather than writing about how to find clients, write about:

• The software you use – email, WordPress, membership scripts, spreadsheets, etc. Show the reader that you know your stuff.
• How you’ve solved a problem for another client. Don’t name names without permission, of course, but a case study is a great way to show off your expertise.
• Cool new tools you’ve discovered, such as project management solutions, file sharing sites, or online calendars.

For example, I have several articles at www.AllQualityWebsites.com about Digital Access Pass, and those articles have been directly responsible for me finding four long-term clients who needed help with that specific software. So write about what you do, not how other service providers can or should do it.

Reaching Out to Other Service Providers

Now that doesn’t mean that you can’t blog for other VAs. Those of us who have some experience in the field like to share our knowledge, and that’s perfectly ok. Others need to hear what you have to say. Just don’t say it on your business site – say it on your personal blog, or better yet, set up a brand new site just for aspiring VAs.

What about you? Do you have trouble keeping your blog audience in mind when you write? Or do you just write what comes to mind on any given day and not worry about your “ideal reader”?