Service
Your front desk already wrote the outline.
The best thing a local business can publish is the answers its staff gives on the phone every day. We collect those questions, check the facts, and turn them into pages a customer and a search engine can both use.
Start with what people already ask you.
Ask whoever answers your phone for the ten questions they're sick of. How much. How soon. Whether it can wait. Whether the cheap quote down the road is a trap. That list is worth more than most keyword reports, because real people with a real problem said those words, and they said them to you.
Keyword data still has a part. It shows how other people phrase the same worry and which answers already exist. When the question is what to sell, market research goes further. But the order is phone first, tool second. Our opinion is that most of the filler on the web comes from doing it the other way around.
It's how our own Playbook gets written. One post argues that a garage door company should say which repairs a homeowner can handle. Another begins with the suspicion a driver carries into a repair shop. Another begins with a blank thermostat at 2 a.m. Each starts with a person and a problem, and the search term comes after.
Every page gets a job, or it doesn't get written.
Before a word goes down, each page has three things on a card: the question it answers, the person asking, and what they should do next. If we can't fill in the card, we skip the page. You get fewer posts than a quota would give you, and we think that's a bargain. We'd take four pages that settle real questions over a calendar full of "Five Tips for Spring."
In our view, the pages owners fear tend to be the ones customers want: price, how long it takes, what can go wrong. We'd push you to publish them. We take our own advice, with our prices in public and a post on what a small business website costs.
Good writing can still be badly wired.
We didn't test anyone's prose. We did test structure. In our Phoenix-area sample of 487 business homepages, 49% skipped heading levels on the homepage and 29% used vague link text such as "click here." We only tested homepages. We'd guess the blog is no tidier.
Those are writing problems dressed as code problems. Headings are the outline a reader skims and a machine parses. A link that says what's on the other end helps both. So we write headings that say something, link each article to the service page that makes the sale, and add markup to the questions. We'd expect that to make an answer easier for AI assistants to quote, too.
A person checks every fact, and you check us.
A person writes and edits every page. We may use tools for research and outlines, and we don't publish machine output nobody has gone through. Every statistic links to where it came from. If we can't source a claim, it comes out.
You read it before it goes live, because you know your work better than we do. In a regulated field that read matters more. If you run a law firm, a dental practice or a financial firm, your counsel, licensing board or compliance person decides what can be said. We don't give that advice. Our post on the words a law firm website can't use shows the sort of thing to raise with them.
One answer gets used a lot of times.
Your office can text a good page to the customer who asked. It can go to your email list. It can give a Google Ads landing page something to stand on. It sits on your domain, so it's still there when a campaign ends. Expect months before a new page brings much search traffic, longer on crowded topics, and no promise that any one page will.
We've kept this kind of pace before. For Mac & Bleu we ran the machine behind a Phoenix business podcast: a new show every Monday, and over a thousand videos published since March 2022. Different medium, same lesson. A schedule you can actually keep beats an ambitious one you can't.
How it works
The phone comes first. The calendar comes last.
Collect the questions
We talk to the people who answer your phone, read your reviews, and write down what customers actually ask, in their words.
Check what exists
We look at what already answers each question and how people word it, then cut anything you don't sell or we can't improve on. What's left is the plan.
Write, source, review
A person drafts it, links every claim and sends it to you. You correct the details of your work. In a regulated field, your adviser reads it too.
Publish and revisit
We add the headings, links and markup and put it live. Later we come back. Pages that drew readers get updated, and pages that didn't get fixed or folded.
First class all the way!
From the prompt communication, being available seven days a week, to the nuts and bolts of getting our project completed on time and on budget — I highly recommend!
They get it done.
We had no idea where to start; they explained the build process and were patient with our many questions. All expectations and timelines were met. Double thumbs up!
Where the pages go to work.
Conversion Tracking & Analytics
GTM, pixels, and call tracking, set up and tested so the counts mean something.
Market & Competitor Research
Know the field before you spend on it. Real analysis, not a hunch with a deck.
Google Ads Landing Page Design
One search, one page, one next step. Landing pages built around what the ad promised.
Price it in a minute
Price the writing.
Content doesn't have its own button in this form yet. Tap SEO or Local marketing and write "content" in the notes. Ongoing work starts from $575 a month, moved by volume, complexity and setup.
- Every price published on the pricing page
- 0% financing with 25% down. Financed projects are hosted on the DataCram platform for the length of the plan. Shopify stores can't be financed.
- One developer from first call to launch
What do you want help with?
Where should we focus? (pick any)
Locations
Rather talk? (480) 525-7582. 0% financing on any project, 25% down. See all pricing
Content Marketing: questions we hear a lot.
Is your content written by AI?
A person writes it and a person answers for it. We may use tools for research and outlining, and every fact gets checked by someone who can be embarrassed. You can judge the result yourself in the Playbook.
How many posts do I need each month?
We don't work from a quota. The number comes from how many real questions you have that aren't already well answered. Some months that's several pages, some months it's fixing one that already gets read. If a salesperson quotes you a monthly post count before asking what your customers ask, be careful.
Do I have to write anything?
No, but we need your knowledge. Expect a conversation at the start, access to the person who answers the phone, and a read of each draft. Our questions will be specific. A page that could describe any company in your field isn't worth your money or ours.
Do you cite sources?
Yes. Every statistic and factual claim links to where it came from, such as government data or a platform's own documentation. No source, no claim. We hold our own research to the same standard: totals, method in full, and nothing we didn't measure.
How long until content brings in traffic?
Usually months. A new page has to be crawled and indexed, and crowded topics take longer. Some pages never draw much search traffic and still earn their keep when your office sends them to customers. If you need the phone to ring this week, ads are the quicker tool.
How much does content marketing cost?
It's ongoing marketing work, which starts from $575 a month, depending on complexity, setup and budget. Every website package on the pricing page includes content writing. This service is the writing that continues after the site is up, and it's often combined with SEO.
Send us the ten questions your office is sick of.
That's enough to start. We'll tell you which ones deserve a page, in what order, and what it costs to write them.