Blogging for your business? If you read my post on the topic, you already know, it’s a big deal. Sure, you’ve probably heard that before, but when it comes to online businesses, especially service-based ones, blogging is the secret weapon. It’s not just about filling your site with content; it’s about building credibility, attracting the right clients, and—let’s be honest—proving that you know your stuff. But don’t worry, this isn’t one of those ‘you must publish 1-blog-per-day to be successful ’ kind of post. We’re talking about strategic blogging here. The kind that works for you, not against you. So, what are the must-have posts to get your audience hooked, engaged, and ready to hit that “Book Now” button? Let’s dive into the 10 blog posts that every service-based business should have. Trust me, these are game-changers!

1. Defining Industry Terminology

Industry jargon can often feel like trying to read a foreign language. And when your potential clients are scratching their heads over terms they don’t understand, they might not stick around long enough to learn how awesome your services really are. This is where a “defining terminology” blog post can work wonders.

Think of it as a friendly dictionary—only way more fun and less boring! Take those complex words your clients often ask about, and break them down into bite-sized, easy-to-digest explanations. Bonus points if you can throw in a little humor to make the technical stuff feel more relatable.

In my case, I wrote “Website Terms in Plain English” — because no one should need a PhD to understand what SEO means!

2. Highlighting the Benefits of Your Services

Alright, now it’s time to show off what you do best. But here’s the thing: you don’t just want to tell your potential clients about your services—you want to sell them on why they need them. This is the perfect chance to incorporate a concept marketers love: sell the sizzle, not the steak.

How do you do this? Focus on the exciting and emotional aspects of the service, not just its basic features. Show them how your services will transform their business and make their lives easier. Is it peace of mind, time-saving convenience, or a competitive edge? This is your chance to educate your audience and ignite a desire for the results you can deliver.

Keep it practical, keep it punchy, and don’t shy away from sharing your expertise.

3. How-To Guides

Who doesn’t love a good how-to guide? These posts are pure gold because they show your potential clients that you’re not just a pro—you’re a problem solver. Whether it’s helping them figure out how to navigate an online tool or tackle a specific business challenge, you’re giving them practical, step-by-step advice they can actually use.

Think of it like this: your how-to guide is the roadmap that takes them from “I have no idea what I’m doing” to “I’ve totally got this!” And when they follow your guide and things go smoothly, guess who’s going to be top of mind when they need professional help? That’s right—you.

A good example is a recent blog I published on “How to Create a Pinterest Business Account“

4. The Behind the Scenes Blog Post

Everyone loves a peek behind the curtain. Giving your readers a behind-the-scenes look at how you work not only builds trust but also shows them that you’ve got some serious skills (and some pretty cool tools to match).

A post like this is all about transparency and sharing the nuts and bolts that help you deliver top-notch service. Whether it’s your go-to project management software, design tools you swear by, or even a sneak peek into how you tackle big projects, showing clients what’s in your toolkit can be both helpful and inspiring. Especially when it involves innovative tools or processes that they might not have considered.

Plus, they’ll appreciate the insider tips for streamlining their own business processes, learning from what’s worked for you, and seeing the behind-the-scenes effort that goes into your results.

5. Lessons Learned

We’ve all had those “aha!” moments—whether from a conference, a new book, or that one mistake that taught you more than a dozen webinars combined. Sharing these lessons with your readers not only shows that you’re constantly evolving but also makes you more relatable. You’re not just a business; you’re a human who’s always learning, adapting, and growing. Clients love to see this side of you because it reminds them that you’re dedicated to staying on top of your game.

Plus, these posts can set you apart as a thoughtful leader in your field, someone who values continuous improvement. When they read about the insights you’ve gained, they’ll trust you even more with their business challenges. It’s not just about talking theory—it’s about real-world experience and the lessons you’ve put into practice. 

Example:

The Lessons I’ve Learned from 100 Podcast Episodes

6. Expert Roundup Blog Posts

Why not bring in some extra star power? Expert roundup posts are a fantastic way to deliver diverse perspectives while showcasing your own thought leadership. By gathering tips from other pros in your industry, you’re not only building connections but also giving your readers a well-rounded view on a particular topic. Clients love to see that you’re plugged into the bigger picture, not just focused on your corner of the industry.

And here’s the kicker: collaborating with experts can help you expand your reach. When they share the post with their audiences, you’ll get in front of new potential clients, which is a total win-win. Plus, expert roundups can position you as the go-to source for comprehensive industry advice. Your readers get the benefit of multiple viewpoints, which adds tremendous value, while you gain credibility by being the one who curates this wisdom.

Example:

Must-Read Books Every Creative Entrepreneur Should Read

Font Pairings for Your Website

7. When to Hire Your Service/Firm

Sometimes, potential clients don’t even realize they’re in need of your expertise until the signs are impossible to ignore. This type of post is like a gentle nudge, helping them recognize when it’s time to bring in a pro. You don’t have to sound overly salesy—think of it as offering helpful insight from a trusted advisor. Maybe their website has gone untouched for years, or they’re spending too much time on tasks that a professional could easily handle.

The key is to focus on the subtle cues that indicate it’s time to call in backup, like when DIY solutions just aren’t cutting it anymore or when they’re missing out on growth opportunities. This kind of content gives readers permission to seek help, showing them that hiring your service is the logical next step in their business journey. 

A well-crafted post can plant the seed, turning potential clients into paying clients once they realize they’ve been doing things the hard way for too long.

8. Case Studies

Show, don’t just tell. Case studies are your secret weapon for showcasing how you’ve helped past clients achieve remarkable results. These posts go beyond just explaining what you offer—they dive into the nitty-gritty of how your services transformed someone’s business, backed up with real-life examples and (if possible) impressive metrics. The beauty of case studies is that they allow potential clients to see themselves in the success story, making them think, “That could be me!”

By outlining the challenges, solutions, and outcomes, you’re showing readers how you can deliver real, measurable impact. And if you can quantify that success—like increased revenue or saved time—it becomes even more powerful. Not only do case studies build trust, but they also subtly communicate that you have a proven track record of delivering results. They make your services feel tangible, relatable, and—most importantly—worth hiring. A blog post example could be: “How We Helped a Local Business Boost Their Sales by 50% in 6 Months.”

9. Comparison Blog Posts

When clients are faced with too many options, decision paralysis can set in. That’s where a comparison post comes in handy, offering a side-by-side look at services, products, or tools to help your audience make informed decisions. These posts help clear the fog by breaking down the pros and cons in a way that’s easy to digest.

The trick is to be objective while subtly showcasing how your preferred choice aligns with your audience’s needs (and perhaps why your service ties in perfectly). By simplifying the decision-making process, you position yourself as an authority that clients can trust. They’ll appreciate that you took the time to guide them through the options instead of just pushing a hard sell. A great example is a blogpost I wrote a while back comparing Showit vs. Squarespace. Similarly, my post on Long-Form Content vs. Social Media Marketing is another example of a comparison post.

10. Seasonal or Topical Information

Staying relevant isn’t just a “nice-to-have” in today’s fast-paced world—it’s essential. That’s where seasonal or topical posts come in handy. Think of them as your way of showing clients you’ve got your finger on the pulse, whether it’s offering tips for handling holiday rushes or navigating a sudden industry shift. When you write about what’s happening right now, you’re giving your audience timely, actionable advice that they can’t afford to miss.

The best part? It’s not just about staying relevant for the sake of it. You’re helping clients stay ahead of the game, positioning yourself as a go-to resource when the clock is ticking. Plus, these posts can be the perfect opportunity to sprinkle in some special offers or promotions that align with the season. You’re not just offering advice—you’re giving them proactive solutions, wrapped up in perfect timing.

Example:

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Conclusion

Blogging is one of the most effective ways for service-based businesses to connect with their audience and build lasting relationships. By creating a diverse mix of content, from industry insights to personal stories, you’re not just offering information—you’re showing your expertise, personality, and the value you bring to the table.

Now that you’ve got a list of must-have posts to build out your blog, it’s time to get writing! And if you need a stunning, user-friendly website, I’m here to help. Let’s chat and make your website work harder for you!