Content marketing
Write the page they read months before they ring anyone.
“Blog weekly” is the most useless instruction ever given to a trade business. A builder needs one build diary, an electrician needs the EICR guide letting agents are searching for, and a plumber needs to write for the week before the emergency rather than the night of it.
“Blog weekly” is the worst advice in trade marketing
It fails for a reason that has nothing to do with effort. A weekly blog assumes an audience that returns, and trade customers do not return — they arrive once, with a specific question, months or minutes before they buy, and then they are gone. Writing for a readership you do not have produces forty posts nobody reads.
What does work is writing the small number of pages that answer the questions people are already asking, and then leaving them there to earn for years. Not a stream. A fixed set of assets, each aimed at one real question, each written once properly.
The questions are knowable. They are what people search, what you get asked on every quote, and what customers get wrong so consistently that explaining it has become part of the job.
What we actually do
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Start from the questions, not from a calendar.
What gets searched, what gets asked on site, what the customer always misunderstands.
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Write the cost pages first.
They are the most searched and the most avoided, which is exactly why they are winnable.
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Write the diagnostic ones next.
“Is this a repair or a replacement” is a person with a problem right now, and an honest answer earns the call.
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Turn the jobs you have done into the proof.
Before, during and after, with the decisions explained. It ranks and it reassures at the same time.
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Write for the person who is not ready yet.
Most trades only speak to people ready to buy, which is the smallest part of the market at any moment.
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Update rather than accumulate.
A page improved is worth more than a new one added, and almost nobody does it.
The right content is trade-specific, and often surprising
A builder’s best asset is a single build diary. An electrician’s is the guide letting agents search for when a certificate is due. A plumber should be writing for the week before the emergency, because during it nobody is reading anything.
The trade pages below name the actual pieces, in the order we would write them.
The first ninety days
- Weeks 1–4
The question list built from search data and from what you get asked, then the first cost page written.
- Weeks 5–8
Diagnostic content and the first project piece, with internal links so they support each other.
- Weeks 9–12
The first pages are indexed and measurable, and the next ones are chosen from what moved.
What good looks like
- A handful of pages doing the work, not a blog nobody reads
- The cost questions in your trade are answered on your site
- Project write-ups that rank and reassure at once
- Pages get improved rather than only added to
- You can name the page that produced last month’s best enquiry
Questions we get asked
How often do you publish? Monthly is plenty for most trades. Frequency is not the lever; being the best answer to a real question is.
Do I have to write it? No, but you have to correct it. The technical detail is what makes it worth reading, and that part is yours.
How long until it does anything? Two to four months for a page to settle, longer on competitive questions. Then it keeps earning with no further spend.
Isn’t this just SEO? It overlaps. The difference is that this is written for the reader first, and the ranking follows from being genuinely the best answer.
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