What to write about when you are a local business
Blogging advice is usually written for software companies. Here are the pages that actually bring local customers.
If you run a bakery, a clinic or a roofing company, generic posts like 'five tips for summer' will not bring you customers. Local content works when it matches a decision someone is about to make near you.
Service plus area pages
One page per service, per meaningful area you serve. Not one thin page per postcode — that is spam and it stopped working years ago. Write a real page about what that service involves in that place: typical jobs you have done there, local conditions, travel time, prices, and photos from the area.
The questions you answer every day
- How much does it cost, and what changes the price?
- How long does it take, and what should I prepare?
- How do I know if I need this, or which option is right?
- What goes wrong, and how do I avoid it?
Each of those is a page. You already answer them on the phone several times a week, so the writing is fast and the expertise is genuine.
Proof of work
Short case studies beat long blog posts. The problem, what you did, the result, a couple of before-and-after photos, and the neighborhood. They rank for local phrasing, and they close sales for people who are already on your site deciding.
How often
One good page a month, kept up to date, beats a burst of ten and then silence. Set a date, pick the next question from your list, and write it the way you would explain it to a customer standing in front of you.
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