HOMEOWNER GUIDE
What a flooded basement costs.
The question every caller asks first, answered before they have to ask it.
Restoration · written for 1 cityread →
03 / Inbound
Blog writing for local service businessesA post a week.
Forever.
Before anybody rings you, they look something up: what it costs, how long it takes, whether insurance covers it, whether they can leave it until Monday. We answer those questions properly, 1 post a week on your domain, written for your trade in the cities you actually serve.
/01
1
post a week, on the questions customers ask before they call.
/02
Local
written for the cities you serve, by name.
/03
Yours
published on your domain, in your account.
/04
Linked
every post pointing at the page that takes the booking.
An ad stops the day you stop paying for it.
A good answer keeps working while you sleep.
Write the answer.
A post is the answer you give on the phone, written down once and left where people can find it. Answer enough of them properly and you have a site that sells the job before you have spoken to anybody.
The research
Research first, then the writing.
All 12 posts in the quarter are decided before the first paragraph is written. That is what keeps the cadence steady, and it means every topic traces back to a question somebody actually asked or typed.
research.console- Layer 01
The questions you already answer
We listen to how your customers ask for help: the phone calls, the quote requests, the questions your estimators answer on every doorstep. Those questions are the posts, in the words the customer used.
- Layer 02
The searches worth writing for
A keyword pull for your trade in your cities, saved as a raw export. It tells us which questions people are actually typing, how often, and which ones a business your size can realistically rank for.
- Layer 03
Google and the AI answers, together
For every topic we look at what Google returns and how ChatGPT, Perplexity and AI Overviews answer the same question. A post written as a plain answer works in both places, so we write it that way once.
- Layer 04
What is missing, written down
We read what already ranks for each question. Some of it is thin, some of it is national copy that never mentions your city. The brief says, per post, exactly what yours will answer that the current results do not.
Calendar
Twelve weeks, locked in.
Before any writing starts you have 12 titles, 12 briefs and 12 publish dates in front of you, and you sign them off. The calendar is the thing that keeps a post landing every week for a year, long after the enthusiasm wears off.
12 weeks · 12 posts · agreed in advance
The images
Every post, its own art direction.
Every post gets images made for it, in your colours, built around photographs of your own jobs wherever they exist. A reader can tell the difference between a real van in a real driveway and a stock photo, and so can a customer.
made per post · your colours · your job photos
images · made per post/01
Made for the post
Every header and diagram is made for the piece it sits in. Where you have photographs of your own jobs, those come first, because a real van in a real driveway beats a stock photo every time.
/02
Sharp on a phone
Images are built at a size that stays crisp on the phone most of your readers are holding, and set in your colours so the post looks like the rest of your site.
/03
Diagrams that explain the job
Where a job is easier to show than to describe, we draw it: where the water gets in, what a survey covers, what the crew does on day 1. Labelled in plain words.
/04
Yours to reuse
Everything we make lands in a folder on your side. Use it on service pages, quotes, social posts, or the van. It is your artwork.
Sample posts
What actually lands every week.
BUYER QUESTION
Do I need an asbestos test?
The plain answer, the rules that apply to a renovation, and when a survey is worth booking.
Hazmat testing · written for 1 cityread →
SEASONAL
The calls we get every cold snap.
Frozen lines, split pipes, and what a homeowner can safely do before the van arrives.
Plumbing · written for 1 cityread →
NEIGHBOURHOOD
Selling in Langley this spring.
What is happening in 1 suburb, written for the people already searching that suburb.
Real estate · written for 1 cityread →
BEHIND THE JOB
A retrofit, start to finish.
1 job walked through in photographs, from the first site visit to the final invoice.
Commercial electrical · your own photosread →
COMPARISON
Repair, or replace?
The honest version of the answer, which is usually the one that earns the callback.
Any trade · answers a real callread →
How a week shapes up
5 days. 1 post. Every week.
- MON
Brief
The question, the city, and what the post has to answer, taken off the calendar and confirmed.
- TUE
Draft
Written as a straight answer, with the costs, the timelines and the caveats a caller would ask about.
- WED
Editor cut
An editor reads it end to end, cuts what does not earn its place, and checks every claim.
- THU
Imagery
Images made for the post, in your colours, using your own job photos where they fit.
- FRI
Ship
Live on your domain, with the on-page setup, structured data and links to your service pages.
The senior editor’s red pen
Every post is read twice. Once for whether it is true. Once for whether it is worth somebody’s time.
First drafts do not ship. An editor reads every piece end to end, cuts what does not earn its place, and checks the parts a customer would hold you to: the costs, the timelines, the safety advice, the promises. Then you read it, and it publishes when you say so.
What you get, every month
What actually lands.
- /011post a week, shipped on a fixed day, every week.
- /0212weeks of topics agreed before the first word is written.
- /03Localwritten for your trade in the cities you actually serve.
- /04Originalimages made for the post, from your own jobs where they fit.
- /05Linkedevery post pointing at the service page that takes the booking.
- /06Yourson your domain, in your account, source files handed over.
Deliverables
Every month, scoped & shipped.
A fixed monthly scope, agreed up front. Everything below comes with it, published on your domain, in your account.
- 01
Research before any writing
Your customers' questions, a measured keyword pull for your trade and your cities, and what already ranks. Written up first.
- 02
A 12-week calendar
Every title, brief and publish date agreed in advance, so the topics are settled before the quarter starts.
- 03
A post a week
Written by somebody who has learned your trade, then cut by an editor before it goes anywhere near your site.
- 04
Images made for the post
In your colours, built from your own job photos where they fit. Yours to reuse anywhere.
- 05
On-page setup and structured data
Titles, headings, internal links to your service pages, and the markup Google and AI answers read first.
- 06
Sharing where your customers are
The post cut down for the places you already post, plus something your crew can send a customer.
- 07
Monthly reading of the numbers
A short review: what people found, what they read, what to write more of next month.
Questions we get
What owners ask on the first call.
- 01
Who actually writes these?
- Writers who take the time to learn your trade: what the job involves, what it costs, what goes wrong, and how your crew explains it on a doorstep. Every draft is read and cut by an editor before you see it, and you approve every post before it publishes.
- 02
Do you use AI to write them?
- As a research and structuring tool, yes. As the writer, no. A post about frozen pipes in Burnaby has to be right about frozen pipes in Burnaby, and that comes from your crew and from an editor who checks it, not from a generator.
- 03
What happens if a post does not get found?
- It goes back on the bench. Same URL, a sharper angle, a better answer to the question, new images if they are what is holding it back. Search Console shows which posts are being found and for what, so the decision is made on data rather than a hunch.
- 04
How is this different from the service pages?
- Service pages take the booking. Posts answer the questions people ask on the way there: what it costs, how long it takes, whether insurance covers it, what to do while they wait for the van. Every post links back to the page that takes the enquiry.
- 05
How quickly does it do anything?
- Slower than paid advertising and it keeps working long after you stop paying for the ad. The first posts get indexed within weeks, the longer questions build over months. We report what is actually happening in Search Console rather than promising you a curve.
Ready when you areAnswer the question.
Answer the question.
Publish it weekly.
Let it keep working.
Week 1: the research, and the questions your customers actually ask. Week 2: the 12 week calendar, agreed with you. Week 3: the first post live. Then 1 a week, for as long as you want it running.
Related reading
The method, written down.
How we think about this work, in long form, with every outside number linked to its source.
SEO / GEO12 min readGenerative Engine Optimization (GEO): How to Rank in ChatGPT
Blue links pay out less every year. The playbook for being cited in ChatGPT, Perplexity and Google AI Overviews: citable passages and brand mentions.
Read the piece
Programmatic12 min readProgrammatic SEO That Ranks After the 2026 Spam Update
Google calls it scaled content abuse. How to build programmatic pages that hold up through the 2026 spam and core updates: make each page the database.
Read the piece
Compound the system
Pairs well with.
Want a quarter of writing mapped before the first word?
Send your domain, your trade and the cities you serve. We come back with a sample 12 week calendar of the questions worth answering.
SEO page libraries for service businesses
Want the phone to ring?
A 30-minute call. Tell us the work you want more of and the areas you serve. We’ll show you the searches happening there now, the pages it would take to cover them, and what that costs at $50 a page. You keep that whether or not you hire us.
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