You’ve got a website. You’re on social media. Maybe you even send out an occasional email newsletter. But every time you sit down to write something, anything – you stare at a blinking cursor like it’s mocking you.
What do I even say?
Who’s going to read this?
Is anyone actually going to care?
I get it. Writing for your business feels different than posting a status update or firing off a quick email. It feels official. Permanent. Like if you mess it up, the internet police will show up and revoke your web privileges. So how do you write content that actually connects?
Here’s the secret: stop overthinking it.
Your customers aren’t looking for Pulitzer Prize-winning prose. They’re looking for answers. They have questions, problems, and frustrations. Your job isn’t to be Shakespeare, it’s to be helpful. Whether that’s on your homepage, a Facebook post, or a blog article, the same rule applies.
The Question Method: Your Content Goldmine
Here’s a simple exercise that will give you content ideas for the next year.
Write down the top five questions you get asked every single day. Not the deep, philosophical ones. The practical ones. The ones you answer so often you could recite them in your sleep.
- “How much does a website cost?”
- “What’s the difference between a template and a custom design?”
- “Do I really need a website if I have Facebook?”
Notice anything? I have already written about all three of those. That’s not a coincidence. Our customers are literally telling us what to write about.
Every question a customer asks is a piece of content waiting to happen. Because if one person asked, a hundred more are thinking the same thing. They’re just too shy to ask.
The “Help, Not Hype” Rule
Here’s where most small businesses go wrong with content. They think every post needs to be a sales pitch.
“We’re the best! Our product is amazing! Buy now!”
Nobody reads that. It’s like walking into a party and immediately handing out business cards. People will avoid you.
Instead, try this rule: Help first. Sell never. Okay, maybe not never, but definitely not until you’ve earned the right.
If you’re a financial advisor, write about common money mistakes. If you run a pet grooming business, share tips for calming anxious dogs. If you’re a plumber, explain why that faucet won’t stop dripping. (Spoiler alert: it’s almost always the washer.)
When you genuinely solve a problem for someone, they remember you. They trust you. And when they need what you sell, guess who they’re calling?
This works everywhere. A helpful Facebook post gets shared. A useful website page keeps people clicking. An email with actual advice doesn’t get deleted.
Write Like You Talk (Seriously)
Read your content out loud. Does it sound like you? Or does it sound like you swallowed a thesaurus and are trying to sound “professional”?
Here’s a test. Read this:
“Our company is committed to delivering superior value propositions through synergistic partnerships.”
Now read this:
“We show up on time, do the job right, and treat your home like our own.”
Which one would you trust? Which one actually tells you something about the business?
Your customers want to do business with a human, not a corporation. Write like a human. Use “you” and “we.” Use contractions. Throw in the occasional “honestly” or “look, I’ll be straight with you.”
Here’s a secret: I write these posts the same way I’d say them to you over coffee. If I wouldn’t say it out loud, I don’t write it. That applies to everything I put online.
The “You” Test
Before you hit publish on anything, scan your content. Count how many times you used “you” versus “we” or “I.”
If you’re writing about your services, make sure you’re not just bragging about yourself. Your customers care about one thing: What’s in it for them?
Here’s the difference:
- Me-focused: “We build amazing websites.”
- You-focused: “You get a website that actually brings in customers.”
See the difference? One is about you. The other is about them. And your customers are always, always the hero of the story.
Evergreen Content: Write It Once, Use It Forever
Here’s a pro tip: not all content ages like milk. Some of it ages like fine wine.
Evergreen content is content that stays relevant for years. It’s not tied to a specific event, season, or trend. It’s just… useful.
- How to Change a Flat Tire
- What to Look for in a Contractor
- 5 Questions to Ask Before Hiring a Web Designer
Compare that to:
- Our 2024 Holiday Sale! (Relevant for two weeks.)
- How to Prepare Your Taxes This Spring (Relevant for three months.)
Both have their place, but if you’re just starting out, lean heavy on evergreen. Those pieces will keep bringing you traffic long after you’ve forgotten you wrote them. That’s content that works while you sleep.
What If You’re Not a Writer?
I hear this all the time. “Mike, I’m not a writer. I build houses. I fix cars. I make cupcakes. I don’t do words.”
Fair enough. But here’s the thing: you don’t have to be a writer. You just have to be a talker.
Next time a customer asks you a question, pull out your phone. Open the voice memo app. Record yourself answering it. Then send that recording to someone (or something) to transcribe it.
What you’ll get is content in your voice, with your personality. It might need a little cleaning up, but the hard part, the actual information, is already there. Use it for a website page, a social post, or an email.
How Often Should You Post?
This might surprise you, but consistency matters more than frequency.
One quality post a week, published on a predictable schedule, is better than five posts a week for two months, then nothing for six months.
Your readers, and search engines, like knowing when to expect new content. It builds trust. It builds habit.
Start with one post a week. If that feels easy, add another. But don’t burn yourself out. Content you actually maintain is worth more than content that fizzles out after three weeks.
The Bottom Line
Your customers are telling you what to write about. You just have to listen.
Answer their questions. Solve their problems. Write like you talk. And remember: you’re not trying to impress anyone. You’re trying to help someone.
That’s it. That’s the whole strategy. Whether it’s your website, your Facebook page, or an email to your list, just be helpful.
Now go write something. And if you get stuck, just think: What did someone ask me yesterday?
This post is part of our ongoing series on building a strong online presence. Be sure to check out our earlier posts: So You Have a Website Now… But the Search Engines Are Ignoring You and DIY or Hire a Pro? The Honest Truth About Building Your Business Website.
