How to Write Blog Content That Earns Its Place

Blogs on small business websites are usually dead. Two posts from 2022, then silence. The reason is rarely lack of writing ability — it's lack of a clear answer to "what should I write about?". This guide gives you that answer for a Devon small business, plus the mechanical bits (headlines, structure, SEO) that turn a written piece into one that actually gets found.

What to write about

Stop trying to write about your industry in general. Write about what your customers are searching for, before they buy. The categories that consistently work:

• Specific local search topics — "best wedding venues TQ4", "where to walk your dog Newton Abbot in winter", "Christmas markets Teignbridge 2026"
• Pre-purchase questions customers actually ask — "how much does a wedding photographer cost in Devon", "do I need planning permission for a Dartmoor extension", "what's the difference between a B&B and a guest house"
• Local case studies — "how we rewired a Grade II listed cottage in Bovey Tracey", "the wedding flowers we delivered to Powderham Castle"
• Seasonal local content — "summer holiday lets that still have August availability", "what to do on the moor when the weather turns"

The pattern: specific enough to be findable, useful enough to be read, local enough to convert.

A template that works

For a typical 800-word Devon small business blog post:

• Headline — names the specific topic, includes the location where relevant ("Wedding Photographer Costs in South Devon")
• Opening 50 words — direct, no preamble, states the question and signals the answer is coming
• Three to five H2 sections — each answers one part of the question
• A "what to do next" close — the action you want the reader to take
• A clear call to action with phone number — for Devon small businesses, always include this

Skip the long anecdotal opening. Skip "in today's digital age". Skip "in this article we will explore". Get to the point.

Headlines that earn the click

The headline does the work. The patterns we see consistently work:

• "[Specific number] [topic] for [audience]" — "5 questions to ask before booking a Devon wedding photographer"
• "How to [specific action] in [specific location]" — "How to find a reliable plumber in Newton Abbot"
• "[Common belief]: is it true?" — "Underfloor heating is too expensive: is it true?"
• "[Specific cost/figure] — [what it includes]" — "£250 starter websites: what you actually get"

Avoid clickbait. Avoid clever wordplay your reader has to decode. Plain wins.

Structure for readability

People scan, then read. Help them scan:

• Short paragraphs (3–4 sentences maximum)
• Bullet lists for parallel items
• H2 headings every 150–200 words
• One image every 300 words minimum, ideally with descriptive alt text
• Bold for the words a skim-reader needs to register

Mobile is where most people will read this. Test the post on your phone before publishing.

SEO without overthinking

A few mechanical things to get right:

• One H1 per page (the post title) containing your focus keyword
• The focus keyword in the URL slug, the first paragraph, at least one H2 and the meta description
• A meta description under 155 characters that earns the click
• Internal links to two or three related pages on your site
• An image with descriptive alt text and proper file size (compress to WebP under 200KB)

That's the work. Don't over-engineer it.

Publish frequency

Better to publish two solid pieces a month than eight thin ones. Consistency beats volume — Google rewards sites that keep adding genuinely useful content over years.

When to outsource

If you genuinely don't have the time or inclination, that's fine. Hire a copywriter who understands SEO. We have copywriters we work with regularly, and content production is something the £300/month retainer can cover.

If you'd rather just talk it through first, call or WhatsApp 07887 988780. We're based in Newton Abbot and we'd rather give you a straight answer than sell you something you don't need.