.avif)
How to Use Your Blog to Answer Client Questions (and Stop Repeating Yourself)
If you’ve been running your business for a little (or a long) while, you’ve probably heard the phrase:
“You should write a blog to help with your SEO.”
And while that is true, no one ever really explains how, when, or why to blog — what to track, or most importantly, how to use your blog to serve your customers and save yourself time.
How this relates to you and your business
Think about a client you worked with recently.
Now think back to when they first got in touch.
What questions did they ask you?
(Go back through emails and messages if you need to.)
Once you have one question in mind, can you think of anyone else who asked the same thing? You probably can — maybe even a third or fourth person.
Wouldn’t it be great if, instead of writing that answer out again, you could just send them a link to a post that explains it?
This is what your blog can be used for.
It saves you time and helps position you as the authority on that subject.
Getting started
Start by writing down the questions you get asked all the time by potential clients.
Go through:
- Old emails
- Messages
- Call recordings
You can even copy entire chats into AI and ask it to pull out the questions for you.
Once you have a list, rank the questions from most asked to least asked and start with the top one.
- Use the question as the blog title
- Write the answer as the blog body, just like you would in an email
It can be messy — that’s fine.
All writers need an editor, so don’t let this put you off.
Have a cup of tea ☕️
Now re-read what you’ve written:
- Can you split it into sections?
- Can you go a bit deeper anywhere?
Edit your post to include:
- Headings
- Lists (SEO bots love a list)
- Any additional helpful detail
Do you have an image that relates to the post?
If not, you can source one from a free image library like Unsplash.
Meta data (don’t skip this)
- Add the blog title as your meta title, followed by
| YOUR BUSINESS NAME
(Max 60 characters) - Summarise your post and use that as your meta description
(Max 255 characters)
Publish 🎉
You’ve now posted a new blog post — but more importantly, you’ll never have to write that answer again. You can simply copy the link and send it directly to potential clients.
How do I get it out there?
Search engines don’t automatically know you’ve published a new blog post. You either need to tell them, or wait for one of their robots to recheck your website — which could take weeks or even months.
Follow these tutorials to notify search engines:
Social media
Share your blog post on social media. You could start with something like:
“Many of our customers ask about X, so we’ve written a post explaining what it is and what you need to know.”
Add the link to your post.
The image you added to the blog should automatically pull through when sharing (except on Instagram, which needs its own image), so that’s one less thing to do.
How do I know if it’s working?
Blog posts are great for getting people to your website because most people search for answers to problems in Google — and now AI.
For example:
- “How can I get better as a public speaker?”
- “How can I work more safely as a therapist?”
If your blog post appears and someone clicks through, a few things happen:
- They get an answer to their question
- They now know you exist
- They may have follow-up questions (which you can link to in the post)
- They might explore the rest of your website
This builds awareness and trust. When they’re ready for your services, they’re more likely to remember you because you were helpful.
What to look out for in your analytics
- Page views
Shows which topics are most popular and whether a post could be improved further. - Time on page
Helps you see if people are reading or leaving quickly (which may mean the post didn’t answer their question). - Scroll depth
Shows how far people get down the page.
If they stop halfway, the post might be too long — or it could be a good place to add a call to action, such as a related post or service.
Google search console results
In Google Search Console, you can see:
- Your top-performing URLs
- Clicks
- Impressions
For example, on my own website, my homepage performed best over a six-month period, followed by a blog post about my favourite places to work remotely around Deal (where I’m based).
That blog came from a conversation at a networking event. I mentioned working from the library to get out of the house, and someone said, “That’s a great idea — I’ll tell my friend.”
While that post has nothing to do with websites or what I sell, it does relate to my potential clients — other business owners working from home. It’s about helping people like me and building my network.
Launching your website? Don’t skip the SEO basics
Before you hit publish, let’s make sure your site is set up properly for search engines. I’ll handle the technical SEO so you can launch with confidence, knowing everything is in place behind the scenes.
Glossary
Meta Title - This is the title that appears in google search results and what appears when you share the link with someone on social media or in a message.
Meta Description - This is the description that appears in google search results and what appears when you share the link with someone on social media or in a message.
