Blogging sometimes feels like a bit of a dark art.
The term means different things to different people.
Some think of a blog in the sense of being a diary, others see pure SEO or perhaps a place to show off expertise.
In truth, none of them are wrong- there's a place for all of these things. Ultimately, blogs are a tool, and how you use it comes down to what you want to get out of it.
When it comes to running a service-based business, blogs really have two main purposes- to drive traffic to your website, and to convince the visitor that you're the right person for the job.
So how do we do that?
I've broken my content down into five distinct blog post types. Each one plays a different strategic role in driving traffic, building authority, and converting readers into clients.
Use this guide whenever you sit down to plan content, and watch your blog transform from a random posting schedule into a real business tool.
The Traffic Booster
Purpose
To send your existing followers (including subscribers to your newsletter, podcast or YouTube channel) to your website for a bit of a nosey.
Who It’s For
People who already know you: your email list, social followers, or returning visitors.
When to Use It
When you want a quick hit of website traffic.
To deepen connection by sharing something personal or opinion-based.
To fuel engagement on social and drive click-throughs to your site.
What to Write
Think behind-the-scenes insight, a hot take on your niche, a personal reflection- anything with a unique angle or emotional pull.
For example: a breakdown of what happened behind the scenes on a big project, a “lessons learned” after a tricky client experience, or a bold opinion about a hot industry topic.
Here's an example of a Traffic Booster from my own post collection.
Why It Works
Your existing followers already trust and are curious about you. A little nudge, letting them know there's something new and interesting to delve into in your little world, can translate into real clicks and website visits.
Once they’re there, it’s a chance to build connection, show off your offers, or encourage them to explore further.
The Rank Builder
Purpose
To increase your chances of ranking in search engines (and even AI chatbots), so new people discover your work organically.
Who It’s For
Strangers typing a question or problem into Google, Bing (which powers ChatGPT) or a chatbot. In short, people who don’t know you yet.
When to Use It
When you want to build long-term, evergreen traffic.
To establish authority on topics your ideal audience is searching for.
To create a “front door” to your business, a post that can attract new visitors months after it’s published.
What to Write
Include carefully selected keywords you want to rank for, but write the actual article with a human reader in mind.
Choose the searches your audience is making (problem statements, common questions, “how to” searches) and answer them thoroughly.
Here's an example of a Rank Builder from my own post collection.
Why It Works
Search users might find your post even when they don’t know you or your brand. If your post satisfies their need with clear, actionable advice, and lets them know you exist. You just widened your pool of potential clients and subscribers.
The Helping Hand
Purpose
A hybrid of the previous two blog post types, used to offer useful, actionable information, often inspired by questions people ask, that works for both searchers and your existing audience.
Who It’s For
A mix of new visitors (searching) and loyal followers (looking for more depth).
When to Use It
When there’s a recurring question or problem in your niche.
To offer value without being overly sales-y.
To build rapport and help people at different stages of your funnel.
What to Write
Could be a FAQ post, a detailed “how-to,” or a resource guide. Think of problems people frequently encounter and give clear, helpful answers.
Here's an example of a Helping Hand from my own post collection.
Why It Works
These posts help you serve a dual purpose: attract new people through search, and nurture your existing audience by showing you understand their challenges and can help them solve them.
The Value Showcase
Purpose
To present what you offer- the real value of your service or product- to someone who’s already on your website but still trying to decide whether or not to invest.
Who It’s For
Potential clients or customers who are interested but hesitant.
When to Use It
When you want to show what makes your offer worth investing in.
To illustrate tangible benefits and outcomes.
When you want to make the intangible, like confidence, clarity, or long-term growth, feel real.
What to Write
Write posts that clearly describe: what you do, how you do it, and, most importantly, why it matters. Use concrete examples, outcomes, and benefits.
Here's an example of a Value Showcase from my own post collection.
Why It Works
At this stage, readers know what they want, but maybe not whether you are the right person to help them.
A Value Showcase post bridges that gap. It leans into persuasion, clarity, and positioning.
The Trust Builder
Purpose
To prove, with real evidence, that you can deliver what you promise, and do it well.
Who It’s For
Visitors who are in the consideration phase- they’re curious, but need proof before making a decision.
When to Use It
After you’ve established what you offer.
When you want to build buyer confidence.
To showcase outcomes and create social proof.
What to Write
Case studies, success stories, testimonials, project breakdowns. Show before/after, the process, and the end result. Be transparent about challenges, solutions, and tangible outcomes.
Here's an example of a Trust Builder from my own post collection.
Why It Works
Anyone can claim they’re good, but real stories from real people build trust. They reassure hesitant visitors that you’ve done it before and can do it again.
Which Blog Post Type Will You Use?
Your blog doesn’t have to be all things to all people, but it can help to include a mix of these five blog post types.
Not all will be going after huge traffic- some help quietly in the background, whilst others scream louder.
The goal here is to ensure every blog post has a clear purpose. Between SEO, nurturing, and conversion, your blog becomes a multi functional tool instead of a hit-and-miss experiment, with huge power to help your business.
Love this, Lucy – thank you for putting it together! As always, you explain things so clearly, and the links to your post collection make it even easier to see how it works in practice.