Blog Writing Services

Blog Graphic

Everyone has a blog these days. Stay-at-home moms, corporations, even twelve-year-olds.

And even some HVAC companies and electricians. But the sad truth is that some twelve-year-olds do a better job of blogging than most folks in the service industry.

Small business owners aren’t trained writers, and they’re far too busy to write. Day-to-day business operations already give them more than they can handle.

Plus, what would they write about? They don’t have the tools for keyword research. And without the right presentation, their knowledge won’t connect with impatient online readers.

Blogs should make their points clearly and quickly and integrate subtle calls to action. They should open with a strong lead.

That’s where we can help.

“But I’m a Plumber. Why Should I Blog?”

Because if you don’t, you’re flushing business down the drain. Plus, you don’t have to blog. We’ll do the blogging for you.

On a local business site with more than 200 pages, we’ve seen a single blog post account for 20% of the organic traffic and a substantial portion of phone calls.


Because blogging is like drilling for oil, but in this case, it’s keyword oil. Not every blog post hits. In fact, most blog posts don’t, even when they’re well-written and search-optimized.

But when they do hit, they hit big, more so than information pages. Sometimes they’re gushers.

The reason is simple: every plumber in metro Los Angeles is competing for “plumber,” plumber near me,” and “plumbing services,” and has several information pages dedicated to those keywords. Angi, Yelp, and national chains are competing, too.

They’re also bidding on the keywords, so even if you end up ranking, Google will push your organic results well down the page, below the business 3-pack and paid ads.

Number one just ain’t what it used to be.

Not everyone vies for “toilet running intermittently,” however, with nearly 2,000 Google searches a month as of this writing. And your blog post about leaky dual flush toilets may rank for hundreds of long-tail keywords that drive surprising traffic levels.

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How Blog Posts Complement an Information Site

Blogs posts have much higher bounce rates than service pages, approaching 90% in some cases. They’re not as well localized, nor can they be. A blog will bring traffic from other cities, states, and countries.

Why bother, then, if visitors leave without exploring your services?

Because some of those visitors will be local, and several will call. If a blog brings 200 daily visits to your site and 3% convert, that’s 6 calls a day — just from the blog.

Other benefits of a blog include:

  • Heightened brand awareness as you share blog posts on GMB and social media.
  • Improved E-A-T scores (expertise, authority, and trustworthiness). Good blog content can establish you as an authority in your field and boost the rank of your service pages.
  • A more robust backlink profile. Readers will link to and share blog content far more than they’ll link to service pages. This is true across all industries.

Blog Posts vs. Service Information Pages

Content for a service page and blog post differ in several respects. Here’s a comparison:

Service Pages

  • Purpose: To provide information about a service, answer common questions, and convert leads into customers.
  • Tone: Professional, formal, authoritative.
  • Content length: Often shorter than 1,000 words
  • Keyword focus: Primary keywords, such as “plumbing repair,”with high search volume.
  • Calls to action: Yes, generally above the fold. The CTA is usually to call or fill out a form.

Blog Posts

  • Purpose: To provide valuable content that establishes the business as an authority in its field and drives organic traffic to the site.
  • Tone: May include humor. Casual, friendly, informative, funny, and reassuring.
  • Content length: 500 to 1,500 words or more.
  • Keyword focus: Long-tail keywords with low to moderate search volume.
  • Calls to action: No, or they’re much subtler.

Blog Writing at Culture Cube: What We’ve Done to Date

Culture Cube Marketing has blogged from the very beginning since its founding in 2013.

We specialize in service industry marketing, but our staff experience includes tenures with corporations and nonprofits.

These days, we’re curating:

  • Appliance repair blogs
  • Plumbing and HVAC blogs
  • Moving company blogs
  • Custom glass blogs
  • Blogs about fences
  • And more.

Let us know if you’re interested in pursuing a blog for your business. We’ll be happy to walk you through some examples.

You Can Be Involved, If You Like

You may be an aspiring blogger without realizing it. If you, as our client, have your own ideas about blog content and are moved to put pen to paper, send us what you have.

We’ll massage it into quality copy, build it out, and publish it wherever we can. We welcome your expertise and insights.

But if you prefer to leave the blogging to us, that’s perfectly fine, too. We’re here to make your marketing job easier, whether that means blogging, connecting your website to a database, or anything else.

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