Content Marketing for Gas Engineers
Your content and your reminders are the same programme
A trade that runs entirely on a calendar
A power flush is £615. A gas meter relocation, £425. An emergency gas repair, £255. A hob and oven connection, £255. An appliance service, £125.
Everything in your business happens on a twelve-month cycle. The service is annual. The landlord certificate is annual with a legal date attached. The breakdowns cluster into the first cold fortnight. Demand climbs from October and vanishes by April.
Most trades have to invent a content calendar. You already have one — it is the boiler year — and the single biggest gain available here is stopping content and retention being run as two separate things.
The article explaining why a boiler loses pressure and the reminder telling a customer their service is due are the same message reaching two different people in the same week. Run together they reinforce each other. Run separately, which is the norm, each does half the job.
What that looks like in practice
August and September. Gas safety certificates and pre-winter servicing. The content explains what a service actually involves and why it matters; the reminders go to everyone due. New customers find the article, existing ones get the message, and both convert in the same fortnight.
October and November. Breakdowns and the repair-or-replace question. This is the one genuinely high-value decision your customers make, worth up to £2,000, and they make it in a hurry while cold. A page that has been sitting there since September, explaining honestly when a boiler is worth repairing, is the thing that gets you the replacement rather than the man who answered first.
December to February. Emergencies, frozen condensate, carbon monoxide safety. Short, useful, shared locally.
March to July. Landlord certificate renewals and the quiet build. This is when your competitors publish nothing, which is exactly why it is worth publishing.
The ratio
Our Seen package is £29 a month — £348 a year. That is under three appliance services.
But measure it as retention, not acquisition. Two hundred service customers at £125 is £25,000 a year that arrives without an enquiry. Content that keeps you visible to those customers in the eleven months you are not in their house, alongside reminders they actually receive, protects that base — and the base is the business.
What we’d actually write
Repair or replace, with real numbers. The highest-value page you can own. What a repair typically costs against a replacement, at what age it stops being worth it, what a failing diverter valve or heat exchanger means. Published in September, read in November.
A landlord compliance page. What a gas safety certificate requires, the annual deadline, the penalty for missing it, what an agent needs to hold on file. Landlords research this properly because it carries a real consequence, and they arrive a portfolio at a time.
What a service actually includes. Customers genuinely do not know what they are paying £125 for, and a fair few suspect it is nothing. Listing the checks makes the price make sense and makes not booking feel careless.
Carbon monoxide and Gas Safe. Registration is around £310 a year and legally mandatory. A page explaining how to check the register is a public service that also removes every unregistered competitor in your area from a customer’s shortlist.
A cold-snap page. Frozen condensate, no hot water, pressure loss. Written in advance, live before the first freeze.
What good looks like at twelve months
- A content calendar that matches the boiler year rather than a generic posting schedule
- Repair-or-replace published by September and refreshed annually
- A landlord section that reads as though written by somebody who does this weekly
- Content and reminders going out in the same weeks, reinforcing each other
- A rebooking rate you can actually see, which is the number that matters in this trade
The mistakes we see most
Publishing nothing between April and September. It is when your competitors go quiet and when next season is won.
Writing repair-or-replace in November. The decision is being made that week; the page needed to be there already.
Treating content and reminders as separate jobs. They are one programme on one calendar, and splitting them halves both.
Never explaining what a service includes. It is the cheapest page you can write and it directly defends a £125 price.
The first ninety days
Weeks 1–4. Repair or replace, and what a service actually includes. Between them these two pages defend your prices and win your highest-value decision.
Weeks 5–8. The landlord compliance page and the annual deadline explainer, aimed squarely at agents rather than homeowners.
Weeks 9–12. The cold-snap set drafted and held ready, and the whole calendar aligned so content and reminders land in the same weeks from now on.
At ninety days the measure is whether your existing customers have heard from you twice — once by reminder, once by something worth reading — without you having remembered either.
Where this lands in Gaffer
Every service creates next year’s reminder, so the calendar the content follows is the same calendar the system already runs.
Landlord certificates carry a hard expiry with prompts before the date, which means the compliance page describes a process the customer will actually experience rather than one you hope to keep up with.
Churn risk flags customers who did not rebook, and a genuinely useful article is a far better reason to reappear in someone’s inbox than a sales message.
The customer who had it repaired last winter
There is a group in your records that content reaches better than anything else, and most engineers never write for them.
Every winter you patch boilers that are close to the end. A diverter valve, a fan, a PCB — a repair that gets them through the season on a unit that will not see many more. You tell the customer as much while you are standing there, in February, when they are relieved it is working and not remotely interested in spending two thousand pounds.
Six months later they have forgotten, and the following November the same boiler fails again, on a cold Friday, and they replace it in a hurry with whoever can get there.
The page that changes this is written for August. Not a sales message — an honest piece about the boilers that got through last winter on a repair, what the second failure usually costs, why a replacement booked in warm weather is a calmer and cheaper job than one booked in a cold snap, and what it involves. Then it goes to precisely the people whose records show a repair rather than a service, in the month when they can still act on it.
That is the clearest example on this page of content and retention being one programme. The article does the persuading, the records decide who receives it, and the timing does more work than either. Written once, it runs every year.
Questions gas engineers ask
Is content worth it at £125 a job? As retention, comfortably. As pure acquisition at that job value it would be a slower argument — which is exactly why we run it alongside the reminders rather than instead of them.
What actually gets read? Repair-or-replace, by a distance. Then anything about safety.
When should the seasonal pages go live? Six to eight weeks before you want them read. September for the winter set.
Do landlords read this stuff? They read the things that carry a penalty, and the annual gas certificate does.
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