How to Write a Blog Post for your Small Business

Ok. I hear you. You don’t know how to blog. Blogging is a weird word. You have no idea what to write. You are allergic to blogging. Ok. We’ve got this:

Let’s keep this simple. You don’t need to Shakespeare here:

You need to write clearly so people can understand your work, build trust in you, and come back when they are ready to book. When you do that well, the side effect is that your blog post will be optimized for search engines and AI, too!

When someone reads your post, they are looking for three things:

Is this for me
Will this help me
What do I do

Let’s get started. Follow these steps.

An example of posts from my photography blog. It keeps my website relevant. It shows my style and work. It shows the search engines that I’m actively working. It shows potential clients my vibe and reinforces that my work is outdoors, relaxed, and set against a natural backdrop. ***These blog posts speak to my dream clients*** *– not those looking for a studio photo experience. (They are also optimized for SEO and AI.)*

1. Choose One Topic

Write about one thing.

Pick something your clients are already asking you about. What are the most commonly asked questions in your inbox?

If you are not sure what to write, start there.

Keep it simple.

Examples:

When is the best time to take a Prenatal Class?

How do I prepare for my newborn baby’s arrival? (birth, first bath, first doctor or midwife visit)

How do I know if my baby is gaining enough weight?

How do I set up a safe sleeping space for my newborn?

When should I book a doula for my birth?

What does a doula do?

This post speaks to my ideal photography client – the ones who are nostalgic, who know time is flying, and who want to be sure to have photos to look back on someday. My clients want photos that capture their children as they are – unposed, personality all over the place. ***Blogging can be a very powerful tool for connecting with the right clients and setting you apart from others in your space or industry.*** *Notice how the photo speaks volumes about my photography style and values.*

2. Write a Clear Blog Post Title

Write a title that tells people exactly what the post is about.

Think about what your client would type into Google and keep it simple.

Write it the way they would search for it. Often, I take a few moments and imagine myself in their shoes and write from that place.

Tip: Make sure your topic from step one is in the title. They could be the same.

Keep it simple. (yes, this is a theme here)

Examples:

How to write a homepage that attracts the right clients

How to get found on Google

What Burnout Can Look Like for Caregivers

Understanding Overwhelm

What to Expect in Your First Therapy Session

How to Find a Therapist in Ontario

*Do you see why this blog title, “Birth at the Ottawa Birth and Wellness Centre,” is* ***effective for being found in search*** *by expecting families? That’s the magic of blogging and taking the time to choose topics that are relevant to your ideal clients.* ***They may be searching for info about the birth centre and find your post*** *– especially if your post is recent!*

3. Write the Content

Break your topic into a few simple sections (3 is enough). Each section should cover one idea – we are truly heading back to grade nine English. It’s like writing a basic essay.

Add details or step-by-steps so your reader can understand what you mean.

Use examples where you can. You’ll notice my blog posts follow a similar flow every time (this is on purpose).

Then give your reader a “next step” or a “call to action” like: Want more secrets to baking crunchy sourdough? Click here.

BONUS: Blog post length USED to really matter – now it doesn’t. So don’t worry if your blog post is short and to the point. People (and AI) just want the answer they are looking for. If you are an author, that is different because your readers might be there to spend time reading your work.