You tried blogging and it didn’t bring in clients, but it doesn’t mean blogging doesn’t work. The other day, I was exercising on my elliptic, I got back to my desk and had a booking notification from a prospect who had read my blog and booked an audit. I’ve been blogging since 2015 and I can tell you that most service providers write blog posts for people who already know them: existing clients, followers, peers… But those people are not the ones typing questions into Google. Google traffic comes from strangers who: ➤ don’t know your name ➤ aren’t loyal to you yet. ➤ are actively trying to solve a problem ➤ aren’t always aware of the solution they need. If your blog starts with context, opinions, or explanations that assume familiarity, it won’t be matching the search intent of those strangers. And Google won’t be showing your website, therefore people who need you will never find it. Blog content that brings clients starts with search intent and needs to contain the exact words someone types when they are worried, stuck, or trying to make a decision. Then the structure does the rest: ➤ Clear headline ➤ Clear problem ➤ Clear outcome ➤ Clear next step ➤ While addressing their mental and emotional states and showing your expertise. That is the difference between content that feels nice and content that gets found. Blogging for business is not about sharing thoughts, it’s about answering the right question better than anyone else. (But you can still sprinkle your thoughts to add personality, life and depth of course). If you want me to tell you why one of your blog posts never stood a chance on Google, DM me and send the link. I will break it down clearly. PS: If you don’t have a blog that works for you 24/7 yet, I’d love to know what’s holding you back.

Here’s the #1 mistake service providers make with their website copy: They talk about themselves instead of their client’s problem. “We’re passionate.” (That’s a given, otherwise you wouldn’t have your own business) “Founded in 2012.” (Ok, and?) “Certified, experienced, dedicated.” (I dare hope so) None of that answers the question your visitor is actually asking, which is: “Can you help me with my situation, and do you understand it better than anyone else?” Most websites explain the business before they even acknowledge their clients’ problem and this creates distance instead of trust. Here’s what works better: Start with the moment your client is already living: the symptom, the frustration, the feelings, the thing that made them open Google in the first place. When someone thinks “that’s exactly what’s happening to me”, they keep reading and this is when your expertise shows without you needing to prove it. Good website copy doesn’t convince, it: ➤ clarifies ➤ makes people feel seen and understood, ➤ makes it safe taking the next step. If your site talks about your expertise but not in a client-centered way, this is why it’s not working for you 24/7. If you want to change that, DM me. Il’l take a look at one page of your choice and tell you exactly why it’s not making people say “OMG this is what I need”. I’ll be honest and specific.