If you’re planning to start a blog for your business, let’s start you off right. As we discussed in our Why Every Small Business Needs to Blog post, blogging is essential because blogs outclass paid ads, market your business year-round, and make your business more valuable.
If you’ve sipped the blogging Kool-Aid, keep reading. It’s time to learn how to make your amateur blog read like a pro’s. Below are seven tips to help you write a blog that turns curious readers into paying customers.
Write Blog Articles that Solve Problems
Customers don’t just pay for services; they pay you to solve their problems. Last weekend, my wife mentioned that my hair looked unruly. I went to Sport Clips, and Nicole cut it. While I technically paid for a “haircut service,” what I really bought was a solution to my “unruly hair problem.”
Writing blog articles that solve problems is the best way to position your brand as the expert guide. They make you position your brand as a guide, the Obi-Wan Kenobi with the solutions your customers seek to their problems. I mean, think about.
Humans categorize services by the problems they solve:
- If you’re sick, you call a doctor.
- If your house has plumbing problems, you call a plumber.
- If someone sues you, you call an attorney.
Hence, write your content around the issues your services fix.
Put The Problems You Solve in the Blog Title
Your title shows the reader (and the “Google Machine”) what you’re about. Readers only care about what you’re about if it helps them. Consider these two options:
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Title 1: General Gutter Maintenance and Cleaning Packages
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Title 2: How to Prevent Your Gutters from Rotting Your Roof
So, if you’re guessing that Title 2 is the winner, you’d be correct. This “How-to Guide” format is powerful in search. Often, readers look at these steps to decide whether to DIY or hire an expert. When they realize the job is big, they call the expert who just walked them through the solution.
Use Proper Headings Formats in Your Blog
Appropriate heading formatting does more for your blog than almost any other SEO technique. Using proper heading formats like Heading 2 (H2) helps Google index your content by allowing the algorithm to understand the subtopics within your article.
If you’re writing in Google Docs, most of your text should be formatted as Normal. However, your primary headings should be formatted as Heading 2 (H2).
If you don’t care to learn why heading formatting is important, no worries. Skip to the next section. The important thing is that you do it.
Headings help Google index your content. If you are a mechanic writing about “How to change a tire” and you use a Heading 2 called “Loosen the Lug Nuts,” Google notes that the content underneath centers on that specific task. This helps you show up for niche searches like “how to loosen lug nuts” as well as broader searches.
Blog in a Series Format
It’s better to write a series than a one-off post. It prevents “idea fatigue” because you always know what is coming next. My usual rhythm is an intro post, two to four long-form articles, and a wrap-up.
For example, in this series, Blogging for a Small Business, each post flows into the next. One focuses on “Why,” this one on “Best Practices,” and the next explains how to use a “Data Strategy” when writing your content.
You can link to each blog in the series, creating a web of relevant content for your readers. And speaking of linking…
Use Internal Links
Blogging in a series allows you to link to your previous work. This keeps readers on your site longer and helps Google understand your site structure. An internal link is a hyperlink that points to another page on the same website, your website. Internal links assist users, and search engines navigate your site in context. Google loves internal links. Hence, you should as well.[1]
Check out this quick video on why internal links matter.
According to Google’s official SEO guide on links, internal links help both people and Google find other pages on your site in context. This video breakdown of Google’s link best practices explains it further (see video).[1]
Remember, however, that you don’t want too many links proliferating your blog for the hell of it. Don’t turn each of your blog posts into a massive link sandwich. There’s no magic number of links you need. Don’t believe me? Ask Google:
Write What Your Search Data Tells You to Write
Don’t “willy-nilly” your way through blogging. Use data from Google Search Console to set the trajectory of your content strategy. Google Search Console helps with blogging by providing data on what search terms bring traffic to your site. That data-driven help allows you to write content that targets what your audience is already searching for.
PLEASE USE GOOGLE SEARCH CONSOLE. It’s free. Literally Free. And it’s the best way to gauge how well your blogging strategy is performing.
Always Have a Call to Action (CTA)
Web traffic is only useful if it leads to clients. There must be a clear button to schedule a meeting or call. Donald Miller, one of the modern-day heroes of digital marketing, put it this way:
People are drawn to clarity and away from confusion.[2]
Effective CTA examples include:
Direct Intake CTA
- Fill out the intake form
- Complete the quick intake form
- Schedule a Free Consultation
- Schedule a Call
Email Collection CTA
- Join the Marketing Insider List
- Get Weekly Marketing Tips
- Send Me the Growth Strategy
- Get Insider Access
Decision Making CTA
- Download the Free Guide
- Buy My Book
- Buy Now (my personal favorite)
Why Call to Actions are so Essential to Your Site
To a potential client, your blog serves as a repository of vital information that helps them solve relevant problems. However, to you, your blog is a sales funnel. The hope is that potential customers engage with your brand enough to become current customers. You want to make that engagement as easy and accessible as possible. You do that through clear CALL TO ACTIONS. Emphasis on the word CLEAR.
Conclusion
If you apply these steps, you’re off to a great start on blogging. And your blog will grow. Just remember that the best blog post is the one you actually write, not the one you spend weeks dreaming about.
Your blog, and I mean this, can be the greatest asset to your business in client prospecting. There’s only one decision you need to make now. Will I start blogging or not? If you do, you’ll thank yourself later. In the meantime, let us know in the comments if there’s more website, marketing, or blogging content you’d like.
Talk soon,
-Marc
References
[1] Google. “SEO Link Best Practices for Google.” Google for Developers, https://developers.google.com/search/docs/crawling-indexing/links-crawlable#internal-links. Accessed 2026.
[2] Miller, Donald. Your Brand Is Not the Hero. StoryBrand, https://storybrand.com/downloads/your-brand-is-not-the-hero.pdf.