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The 3 content types that actually convert
- Money pages — service × city landing pages with one offer and one form.
- Buying-intent Q&A — cost, timeline, warranty, comparison pages.
- Trust content — case studies with before/after, real names, real numbers.
How often to publish
Two solid posts per month beats eight thin ones. Consistency plus depth wins after month 6.
Frequently Asked Questions
Do I need a blog if I already rank locally?
Yes — blog content answers the mid-funnel questions your service pages don't, and each post gives you a place to link internally to the money pages.
Can I use AI to write content?
For drafts, yes. Ship nothing without a human edit that adds real numbers, local specifics, and Chris-level author attribution.
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About the Author
Chris Heidlebaugh
Chris Heidlebaugh is a former construction worker turned Digital Marketing Coach with 25+ years of experience helping home service businesses — contractors, roofers, plumbers, HVAC, electricians, landscapers, and remodelers — build in-house marketing systems they actually own. He spent 18+ years on the job site while building a web and marketing company on the side, so he speaks both languages. He's also a former college professor who has taught 20,000+ students, the author of Digital Marketing for DIYers, host of the Digital Marketing Coach Podcast, and creator of the Insourced Marketing Blueprint.