Blog posts are often misunderstood. Many business owners think they need to write long, complicated articles or publish every week to “do content properly”. You don’t. A good blog post simply answers a question, explains something clearly or helps someone understand a decision they’re trying to make.
And when your blog posts fit naturally into the website structure you’ve already built, they support your services, improve your visibility and help bring in better visitors. This is how content becomes part of your lead generation engine.
Why blog posts still matter
Blog posts are one of the best ways to:
- explain ideas in more depth than your service pages allow
- help people make clearer decisions
- answer questions before a customer even contacts you
- show your experience in real situations
- give Google more context about what you do
When written well, blog posts attract visitors who already have interest in your services - the kind of visitors who convert better.
Start with the topics your customers actually care about
The best blog ideas come from real conversations, not brainstorming sessions. Think about the moments when people pause on the phone or hesitate during the sales process. Those are your topics.
For example:
- “What’s the right size drying machine for small parts?”
- “How long does an indoor pool installation take?”
- “Why does Google Ads spend behave differently at weekends?”
- “What should I check before redesigning my website?”
If your customers ask it, someone else is searching for it.
Fit each blog post into your website plan
You’ve already built your website structure. Now your blog posts should support it, not sit on their own. A blog should help a visitor dive deeper into a subject that connects back to a key service.
Think of it like this:
- service pages are the main rooms
- blog posts are the detailed explanations that sit just off the main rooms
This makes it easier for people to explore your site - and easier for Google to understand how everything links together.
Use simple structures that make writing easier
You don’t need fancy storytelling structures. A clear, simple format works best and is easiest to write.
A good blog post usually follows this pattern:
- Introduce the problem – what the reader is trying to understand
- Explain the basics – short, simple, helpful
- Give examples – real situations or comparisons
- Offer practical advice – steps, tips or considerations
- Point them to the next step – a service page, contact form or related article
This keeps your writing focused on helping, not filling space.
Write like you talk
The best blog posts sound like you. People prefer natural, friendly writing that explains things clearly without jargon. If you can explain something over the phone, you can write it the same way.
- keep sentences short
- use everyday language
- avoid buzzwords and complex industry terms
- pretend you’re explaining it to a real customer sitting in front of you
This also makes your content easier for Google to understand. Clear, natural language is exactly what Google looks for in helpful content.
Link your blog posts to the next logical page
A good blog doesn’t just explain something - it guides people to the next step. After reading a post, your visitor should know where to go next.
Examples of natural next steps:
- link to the main service page the article belongs to
- link to a related blog post for extra detail
- offer a case study that shows a real example
- invite them to get in touch if they want help
This creates a smooth journey through your website and keeps visitors engaged.
How Google benefits from this approach
When your blog posts support your main pages, Google can see the “shape” of your website more clearly.
It becomes obvious that:
- you understand your subject
- your content is based on real experience (E-E-A-T)
- you provide helpful explanations, not generic filler
- your site covers all the important angles of your services
This helps both your organic rankings and your Google Ads performance because your landing pages feel stronger and more relevant.
A simple plan for your first three blog posts
You don’t need dozens of blog posts to get started. A small, focused group is enough to show your expertise.
Begin with:
- one post that explains a common misconception
- one post that answers a question your customers always ask
- one post that helps people choose between options
These three alone can bring in highly relevant visitors and support your main pages.
In the next article, we’ll look at how stories, case studies and real examples build trust and attract better enquiries.
