Every web agency will tell you: "You need a blog!" It's good for SEO, it builds authority, it attracts traffic… But is this actually true for a local craftsperson or small business? The honest answer is: it depends.
When a blog genuinely helps
A blog works well when:
- You want to rank for informational queries ("how to choose a plumber", "renovation costs 2026")
- You have something specific to say about your trade that clients often ask about
- You can commit to writing 1–2 articles per month, consistently
- Your competitors already have a blog and are ranking for topics that matter to you
When a blog is a waste of time
- You write 2 articles, then stop for 18 months (worse than no blog)
- You copy content from other sites or use AI without editing it
- Your clients find you through word-of-mouth or direct search — not informational queries
- You'd rather be working on your actual trade than writing
The harsh truth about blogging
A blog only works with volume and consistency. 3 articles won't move the needle. 50 articles, published regularly over 18 months, targeting the right keywords — that works. If you're not prepared to make that commitment, your time is better spent on local SEO, Google Business, and getting client reviews.
What actually works for local businesses
For most craftspeople and small businesses, these three things deliver far more ROI than a blog:
So, should you have a blog?
Start without one. Get your core site right first: clean design, fast loading, solid technical SEO, Google Business optimised. That alone will bring results.
Once that's done and you genuinely want to write, add the blog. All my Multi-page and Bespoke packages include a blog — but I'll always be honest with you about whether it's the right priority for your business.
Not sure what's the right strategy for your business?
Tell me about your business — I'll give you an honest answer.
Let's talk →