How to Write SEO-Friendly Blog Posts That Actually Convert

11 March 2025

Ever wondered why some businesses always seem to appear at the top of Google while yours gets lost in the crowd?

The secret? Helpful, well-written articles (or whatever you’d like to call them - news, updates, insights, a journal… it doesn’t have to be a ‘blog’!).

A great article not only helps people find you but also turns readers into paying customers. But many small businesses make the mistake of just writing for the sake of it—without a clear plan.

Let’s change that. Here’s a simple 3-step guide to writing content that actually works for your business.

Why Bother Writing Articles for Your Website?

Let’s say you’re a local electrician and someone searches "Why does my fuse box keep tripping?"

If you’ve written a clear, helpful article answering that exact question, there’s a good chance your business will pop up in search results. And if your advice is useful, who do you think they’re going to call when they need help? You.

That’s the power of well-written content—it builds trust, shows you know your stuff, and makes people more likely to choose you over a competitor.

The 3-Step Recipe for Writing Content That Works

1. Find Out What Local Customers Are Searching For

Before you write, think like a customer. What would someone type into Google when looking for a business like yours?

🔎 Examples for Different Local Businesses:

Plumber: "How to fix a dripping tap yourself"
Hairdresser: "Best hairstyles for covering thinning hair"
Café Owner: "How to make barista-style coffee at home"
Electrician: "What should I do if my lights keep flickering?"

👉 How to find these questions:

Start typing into Google and see what it suggests.
Ask your customers what they struggle with.
Think about the questions you get asked all the time—those are the ones people are searching for online too!

2. Write It in a Way That’s Easy to Read

Most people skim-read online. If your article is just one long block of text, they’ll leave before they even get to the good bit.

💡 How to Structure Your Article So People Actually Read It:

Example: A Blog for a Local Plumber
Title: "Why Is My Water Pressure So Low? Simple Fixes for Homeowners"
Introduction: “Low water pressure can be frustrating, but the fix is often simpler than you think. Here’s how to work out what’s going wrong.”
📌 Main Sections:
✔ What causes low water pressure?
✔ Quick DIY fixes you can try at home
✔ When to call a plumber (and how much it might cost)
📢 Call to Action: "Still having trouble? Call Smith’s Plumbing Services in Guernsey for expert help!"

✅ Make it easy to read:

Use headings and bullet points (like this!).
Write like you’re talking to a customer, not a robot.
Avoid complicated jargon—explain things in plain English.
Keep sentences short and snappy.

3. Help Google (And Customers) Find It

You’ve written a brilliant article—now you need to make sure people can actually find it.

📌 Simple SEO Tips for Small Business Owners:
✅ Use location-based keywords (e.g. “emergency plumber in Guernsey”).
✅ Mention what you do naturally in the text (Google needs to know what it’s about).
✅ Give your images names that describe them (e.g. "plumber-fixing-pipe.jpg" instead of "image123.jpg").
✅ Add a Call-to-Action (CTA)—tell people what to do next (e.g. “Book a free consultation today”).
✅ Check your website on a mobile phone (most people will read your article on their phone, not a computer!).

Turn Your Website Into a Customer Magnet

A well-written article isn’t just about getting views—it’s about bringing in real customers.

✅ Write about things your local customers actually care about.
✅ Make it simple, helpful, and easy to read.
✅ Optimise it so people can find it on Google.

💡 Bonus Tip: Share your articles on Facebook, LinkedIn, or local community pages to reach even more people.

📢 Need help getting more customers online? Let’s chat! (Insert link)

Should You Call It a Blog?

If "blog" doesn’t feel right for your business, try one of these instead:

News & Insights
Helpful Guides
Business Journal
Customer Tips
Your [Business Name] Knowledge Hub
Updates & Advice

Whatever you call it, the important thing is that you’re sharing helpful content that works for your business.