A blog is not a diary — it is your quietest salesperson. One good article answers a question clients google, positions you as the expert, and works for years. Here is the formula.
1. Topics = client questions
Write down the 10 questions you hear most on calls and meetings. Those are your first 10 articles. How much does X cost, how to do Y, what is the difference — that is exactly how people search.
2. A structure people read
- A title with the question (or a number: 5 ways to…)
- The answer IMMEDIATELY in the first paragraph — do not hide it
- Subheadings every 3-4 paragraphs, lists where possible
- One clear next step at the end (offer, contact, service)
3. Length and rhythm
500–900 words are enough if they answer fully. One thorough article a month beats four shallow ones — Google and readers reward usefulness, not volume.
4. The most common mistake
Writing about yourself (We were founded in 2015…) instead of the reader. The test: does the article help someone who will NEVER buy from you? If yes — paradoxically, that is the one that sells the most.