You've been doing it for months. Every week, a new blog post. You write about industry news, company updates, maybe some tips and tricks.
And your phone? Still silent.
It's frustrating. You're putting in the work, but nobody's calling. Nobody's booking. Nobody's buying.
Here's the hard truth: most business blogs are a complete waste of time. Not because blogging doesn't work—but because most business owners blog about the wrong things.
Let's fix that.
The Two Types of Blog Posts
There are two kinds of content on the internet:
- Content people enjoy reading. Funny stories, news, entertainment. It gets likes and shares, but it doesn't make the phone ring.
- Content people search for when they have a problem. "Why is my toilet running?" "How much does a new roof cost?" "Signs my AC is dying."
Guess which one brings in customers?
If you're writing the first kind, you're wasting your time. Customers don't search for entertainment when they need a plumber. They search for solutions.
What Most Business Owners Blog About (And Why It Fails)
Company news and updates.
"We hired a new team member!" "We're celebrating 10 years in business!" "We just got a new truck!"
Here's the truth: nobody cares. Not yet. Customers don't search for your company news. They search for their problems. Save the announcements for your email list and social media.
Vague tips and tricks.
"5 Tips for a Healthier Smile." "Ways to Save Energy at Home." "How to Keep Your Lawn Green."
These posts are fine, but they're usually too generic. They don't solve a specific, urgent problem. And they don't make someone think "I need to call this business right now."
Industry news.
"New Plumbing Regulations in 2026." "Changes to Dental Insurance Laws."
Unless you're writing for other industry insiders, nobody cares. Customers want to know about their problems, not your industry.
What Actually Brings in Customers
Customers come to you when they have a problem. They search Google for answers. If your blog post answers their question—and shows them you can fix it—they call.
So write about their problems.
Problem + Solution + Proof + Next Step = Customer
1. Name the problem they're having.
2. Explain how to fix it (or why they need a pro).
3. Show proof you've helped others.
4. Tell them exactly what to do next.
What to Write Instead: Real Examples
Here's what this looks like for different businesses:
Bad topic: "Why We're the Best Plumbers in Sacramento"
Good topic: "Why Your Toilet Keeps Running (And How to Fix It)"
Someone with a running toilet is frustrated. They search for answers. They find your post. You explain the likely causes, suggest quick fixes, and then say: "If these don't work, call us. We'll fix it today."
That person is ready to hire.
Bad topic: "Meet Our New Dental Hygienist"
Good topic: "Does Dental Insurance Cover Root Canals? Here's What You Need to Know"
Someone with tooth pain is worried about cost. They search for insurance answers. Your post explains coverage clearly and ends with: "Not sure about your plan? Call us and we'll check for you."
Now they trust you. They call.
Bad topic: "We Just Finished a Beautiful Kitchen Remodel"
Good topic: "How Much Does a Kitchen Remodel Cost in Los Angeles? (2026 Price Guide)"
Someone dreaming of a new kitchen needs to know if they can afford it. They search for prices. Your post gives honest ranges, explains what affects cost, and ends with: "Ready for an exact quote? We'll come measure and give you a free estimate."
That's a lead.
The 5 Topics That Always Bring in Customers
If you're stuck on what to write, start here:
Let's break those down:
- Pricing guides: "How much does X cost?" Everyone wants to know.
- DIY vs. pro: "Can I fix this myself or should I hire someone?" Show them when it's safe to DIY—and when they need you.
- Warning signs: "5 signs your water heater is about to fail." Creates urgency.
- How long it takes: "How long does a root canal take?" Manages expectations.
- Insurance questions: "Does home insurance cover roof leaks?" Saves them headaches.
- FAQs: Answer the questions you hear every day.
- Comparisons: "Gas vs. electric water heaters: which is better?" Helps them decide.
- Replace vs. repair: "Should I repair my AC or buy a new one?" Guides their decision.
How to Turn a Blog Post Into a Customer
Writing the post is just step one. Here's how to make sure it actually brings in calls:
- Put your phone number where they can see it. Top of the page, bottom of the page, and in a button.
- Add a clear call to action. "Need help? Call us today." "Not sure? We'll come take a look."
- Show proof. Add a relevant testimonial or photo of similar work.
- Make it easy to contact you. Click-to-call on mobile. Simple contact form. Clear email.
Quick Checklist
The Bottom Line
Stop blogging for the sake of blogging. Start writing about what your customers are actually searching for—their problems, their questions, their fears. When you help them solve those problems, they'll reward you with their business.
Not sure what to write about?
We'll help you create a list of 10 blog topics that your customers are actually searching for—topics that bring in calls, not just views.
Get Your Content Plan