17 Blog post ideas to land CLIENTS, not just readers
Blogging is an incredibly powerful tool for service providers, but sometimes it can be difficult to come up with creative blog post ideas week after week. This post will share 17 creative blog post ideas to help service providers like coaches, consultants, therapists, fitness trainers, and others land more clients. Each idea has been strategically chosen to align with different stages of the buyer journey.
I’m a website designer for service providers, and whenever I finish building a website for a client, I always encourage them to start creating blog content and keep their websites up-to-date. But why bother?
Why is blogging great for service providers?
Blogging is a type of long-form content creation that helps build trust with potential clients. By consistently creating blog content, you’re creating a valuable resource for potential clients who land on your website. This helps position you as an expert in your field, showcases your expertise, and answers your clients’ questions. Especially in fields where services can seem abstract or unfamiliar, blog posts help your audience understand your work and feel more confident in reaching out to you.
Blogging is also an amazing tool for service providers because it can be hard to sell services when clients don’t know what it’s like to work with you. Long-form content and blog posts bridge that gap, giving potential clients an inside look at your services, methods, and expertise. By demystifying the process, you reassure readers and help them understand why you’re the right provider for them.
Lastly, blogging is a powerful tool because long-form content has a much longer lifespan than social media posts. This is especially true for SEO-optimized blog content, which can be found for months or years to come—unlike social media posts, which tend to disappear after 24 hours.
What makes an effective blog post?
The key to effective blogging is to avoid writing "dear diary" style posts that focus only on your personal life and offer no value to the reader. Instead, aim to create helpful blog posts that answer questions, offer insights, and solve problems for your audience.
An effective blog post also includes calls to action (CTAs), encouraging readers to explore other relevant posts, download your free resources, or get in touch with you for services. Blog posts are most effective when they’re part of an interconnected ecosystem, linking to other content and connecting to your services.
Can blog posts actually help you land clients?
Absolutely! Blog posts can be an excellent tool for landing clients. Here’s how:
SEO-optimized blog posts help potential clients find you via search engines like Google or Pinterest.
Personal stories in your blog posts help build trust and allow potential clients to connect with you on a human level.
Blog posts can encourage readers to download your lead magnet and get onto your email list, where you can continue nurturing them and increasing the likelihood of conversion.
Blog posts answer potential clients’ questions about working with you, helping them make an informed decision.
Rather than writing random blog posts that come to mind, focus on creating content that will actually help your business and move clients along the buyer journey.
17 Blog Post Ideas for Service Providers to Land More Clients
Your Journey Into [Your Service]
Share your personal story and background in your field. This helps build the “know, like, and trust” factor. Readers can relate to your journey and understand where your expertise comes from. Personal stories are highly effective in establishing a connection with potential clients.
[Service] vs. [Related Service]: What’s the Difference?
Many people are confused about the differences between similar services. For example, a fitness coach could write about the difference between personal training and group fitness classes. By addressing common questions, you position yourself as an expert and help potential clients decide if they need your services.
Answer Common Questions You Get During Sales Calls
Sales calls often involve recurring questions or objections. Why not use those questions as inspiration for blog posts? This content will help preemptively address concerns, moving prospects closer to booking your services.
A Behind-the-Scenes Look at What It’s Like to Work With You
Sharing the logistics and structure of working with you can be a game-changer, especially if your services are more abstract. Show potential clients your onboarding process, what to expect during a session, and how you stay in touch between meetings. This helps build trust and excitement.
1:1 vs. Group Program: What’s Right for You?
If you offer both 1:1 and group services, a comparison post is perfect for helping potential clients decide which option is best for them. This can also be applied to comparing coaching vs. courses, or consulting vs. workshops.
How to Know If You Need [Your Service]
This post is for people at the beginning of their buyer journey. They may be unsure if they need your services at all. A post like this helps guide them through their thought process and moves them closer to hiring you.
Client Case Studies
Testimonials are powerful, but case studies give a detailed, relatable picture of the results clients have achieved by working with you. Be specific about the challenges your clients faced, how you helped, and the results they saw after working with you.
Interviews with Industry Experts
Interviews allow you to build relationships with experts in your industry and expose your work to new audiences. Plus, sharing interviews on your blog can help you build your network while offering valuable insights to your readers.
“How To” Posts
“How to” content is highly searchable and can be a fantastic way to attract new visitors. For example, a business consultant might write “How to Overcome Imposter Syndrome in Your Career,” or a therapist might write “How to Manage Anxiety During Stressful Situations.”
A Beginner’s Guide to [Your Service]
Beginner’s guides are excellent for establishing authority and showing that you’re a teacher. Write content aimed at newcomers to your industry, helping them understand the basics and guiding them through their initial steps.
Breaking Down Recent Studies or News
If you have access to recent studies or industry news, use this information to demonstrate your expertise. Offering your perspective on a relevant topic positions you as a thought leader in your field.
Podcast Show Notes
If you host or appear on podcasts, repurpose the content as a blog post. This helps you reach a broader audience by offering your podcast’s key takeaways in a written format.
Your Unique Approach to [Your Service]
Every service provider has a unique method. Sharing what makes your approach different can help potential clients see why you’re the right fit for them. Whether it’s your personalized process or your distinct philosophy, let your audience know what sets you apart.
Summary of an Interview or Video You’ve Done
If you’ve appeared in an interview or created video content, transform it into a blog post. Not only does this help repurpose your existing content, but it also encourages the interviewee or host to share it, broadening your reach.
Why [Your Service] is a Long-Term Investment
For many clients, the value of your service isn’t always immediately clear. Writing about the long-term benefits of your work can help potential clients understand the lasting impact of your services.
What to Expect in Your First [Service] Session
For potential clients who are on the fence, reassurance is key. A blog post outlining what a typical first session looks like can help ease any anxiety and convert hesitant leads into clients.
How to Prepare for Your First [Service] Session
Provide a checklist or guide for clients to prepare for their first session with you. This helps ensure they come ready to engage and demonstrates your professionalism.
How to Land More Clients Through Your Blog Content
Creating blog content is only the first step. To actually land clients, you need to include strategic calls to action (CTAs). Make sure your CTAs align with where the reader is in their buyer journey. Early-stage readers may not be ready to buy from you, but you can still invite them to join your email list or follow you on social media. For readers who are closer to booking, you might encourage them to schedule a consultation or apply for your services.
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Want to Land More Clients Through Your Website?
If you’re a service provider looking to land more clients, strategically designed blog content can make all the difference. That's exactly what I do for my clients—infusing the buyer journey into every piece of content, including your blog and website. If you'd like to make your website a powerful client-attraction machine, take a look at my power hour service where I can audit your current website and you’ll walk away with a personalised plan and 2 weeks of accountability to get sh*t done.
