Content That Ranks: What to Write When You're Not a Writer
You know content matters for SEO. You've heard 'you need a blog' a hundred times. But you're not a writer. Good news: you don't have to be.
Break The Image
Web Design & Marketing
You know content matters for SEO. You've heard "you need a blog" a hundred times.
But here's the problem: you're not a writer. You run a business. You're in the field, managing projects, dealing with customers.
Good news: you don't have to be a writer to create content that ranks.
The Content Framework for Non-Writers
Forget about "being creative." Focus on one thing:
Answer questions your customers already ask.
Every time a customer asks you a question, that question is a blog post. Other people are Googling that same question.
The Questions You Already Know
You answer customer questions every day:
"How much does [your service] cost?"
Write about pricing.
"How long does [your service] take?"
Write about timelines.
"What's the difference between [option A] and [option B]?"
Write a comparison.
"How do I choose a [your trade/service]?"
Write a guide.
"Why does [common problem] happen?"
Explain causes and solutions.
You already have the expertise. Just write it down.
How to Get Content Out of Your Head
Method 1: Record Yourself
Answer questions into your phone. Transcribe. Clean up into an article.
Method 2: Email to Blog Post
Find detailed emails you've sent explaining something. Clean them up and post.
Method 3: FAQ Collection
For two weeks, write down every question you get. Then answer them one by one.
Method 4: Interview Yourself
Have someone ask you common questions. Record it. Transcribe. Edit.
Method 5: Hire It Out
Give a writer your expertise (recordings, notes, outlines). Let them polish.
Content Types That Work
How-To Guides
"How to Prepare for a Plumbing Inspection"
Common Questions
"How Much Does a Water Heater Replacement Cost?"
Comparisons
"Tankless vs. Traditional Water Heaters"
Problem/Solution
"Why Is My Water Heater Making Noise?"
Lists and Tips
"7 Signs You Need a New Roof"
Local Content
"Best Neighborhoods in Phoenix for Outdoor Living"
How Long Should Content Be?
- Minimum: 500 words
- Sweet spot: 1,000-1,500 words
- Long-form: 2,000+ for comprehensive guides
Real answer: As long as needed to fully answer the question.
Making Content SEO-Friendly
Title Tag
Include your main keyword. Make it click-worthy.
Headers
Use H2s and H3s. Include keyword variations naturally.
First Paragraph
Mention your topic in the first 100 words.
Natural Language
Write like you talk. Don't stuff keywords.
Internal Links
Link to related pages on your site.
How Often to Publish
- Minimum: 1 post per month
- Good: 2-4 posts per month
- Aggressive: 1+ posts per week
Quality over quantity always.
The Low-Effort Content Calendar
Month 1:
- • Week 1: "How much does [main service] cost?"
- • Week 3: "How long does [main service] take?"
Month 2:
- • Week 1: "[Service A] vs [Service B]"
- • Week 3: "X Questions to Ask Before Hiring a [Your Trade]"
That's 4 posts in 2 months. Totally doable.
Getting Started Today
- Write down 10 questions customers ask
- Pick the easiest one to answer
- Speak your answer into your phone (5 minutes)
- Transcribe it
- Clean it up
- Publish
Congratulations. You're a content marketer now.
Want professional help? Our SEO services include content creation that captures your expertise and ranks.
Don't want to write your own content?
We include content writing with our website and SEO packages. We interview you, capture your expertise, and turn it into content that ranks. Pick a time to discuss.
Jeff Gutowski
30 min with Jeff
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