How to Write a Blog That Builds Your Brand, Boosts SEO and Books Dream Clients
Blogging isn’t dead - bad blogging is. Here’s how to create blog content that actually grows your business (without sounding like a robot).
Why blog? (Yes, still)
If you’ve ever wondered whether blogging is still worth your time - especially when you’re juggling client work, school pick-ups and trying to remember if you’ve fed the dog - the short answer is: yes.
It’s a hill I’ll die on - strategic blogging is still one of the most powerful tools for growing your brand and your business. Not because it’s trendy, but because it works!
Done well, blogging helps you:
Drive more traffic to your website via content marketing
Build trust and credibility with your ideal clients
Improve your SEO and increase domain authority
Move people through your sales funnel
Repurpose content across platforms (goodbye content overwhelm!)
Show up as the expert in your field (yes, even if you're in joggers and a messy bun)
How blogging fits into your business strategy
Think of your blog like the start of a great conversation. It’s how your dream clients get to know you - your voice, your values, your brilliance. Before they ever enquire, they’re already nodding along, thinking: “this person gets me!”
Each blog post is an opportunity to:
Speak directly to your dream clients’ needs and desires
Educate them on your process or expertise
Solve a problem they’re Googling at 11pm
Build a relationship before they ever hit your contact form
Whether you’re a wedding planner, a luxury candle brand, a coach or a brand designer - blogging helps you be found, trusted and remembered.
Start with strategy: SEO and substance
Before you write a single word, get clear on who you’re writing for and why.
Think about:
What questions are my ideal client typing into Google?
What pain points are they facing that I can solve?
What keywords would they actually use to describe this topic?
Use tools like:
Google’s “People also ask” section
Pinterest or TikTok for real-world phrasing
Some examples you can use to inspire you:
A luxury wedding planner:
A blog titled “7 Things You Didn’t Know You Could Ask Your Wedding Planner For” might help you rank for terms like “luxury wedding planning UK” or “what does a wedding planner do?” - but more importantly, it positions you as the expert who goes above and beyond, giving potential clients confidence in your process before they’ve even booked a call.
A fine jewellery brand:
A post like “How to Choose a Heirloom-Worthy Engagement Ring (That She’ll Actually Love)” could help you rank for searches like “luxury engagement rings UK” or “unique custom rings,” while also gently guiding readers through your design philosophy, values and craftsmanship - helping browsers become emotionally invested in your pieces.
A life coach (serving creative women):
A post titled “Feeling Stuck in Your Business? Here’s What Might Really Be Going On” could capture keywords like “female business coach UK,” “creative burnout” or “mindset support for entrepreneurs.” But it’s not just about clicks - this kind of post builds trust, sparks reflection and creates that “she really gets me” feeling that drives clients to book.
Structure your blog post like a pro
Blog posts should be both searchable (for Google) and skimmable (for humans). Here's how:
1. Use a keyword-rich title
Your main keyword (e.g. how to write a blog for your business) should appear in the title, the main body of your copy and URL slug.
2. Write a ‘hooky’ intro
Let readers know what they’ll get - and why it matters to them. Make it warm, not wordy.
3. Break it up with subheadings
Use H2 and H3 headings (like these!) to create a clear hierarchy. Try to include related keywords or synonyms of your main keyword - this helps SEO and readability.
4. Use bullets, lists and short paragraphs
No one wants to read a wall of text. Use white space, formatting and bite-sized chunks.
5. Add internal and external links
Link to other blog posts or service pages on your site, and high-quality external sources.
6. Use optimised images
Break up the copy with beautiful, relevant images and include keyword-rich alt text. And please, for the love of Harry Styles, don’t upload huge images which will slow down your post! Aim for no more than 100kb per image.
Write for google and your dream client
This is the magic combo! Yes, you want to use keywords - in your title, first 100 words, subheadings, image alt text and meta description. But - and this is a really important but - don’t sacrifice your voice for SEO.
Good content = searchable AND soulful.
Speak the language of your people. Be clear, helpful, be yourself. (You can say “dream clients” and “domain authority” in the same sentence - I promise!)
How long should a blog post be?
Quality always wins, but here’s a guide:
Short-form (600–800 words): Great for listicles, quick tips or timely topics
Long-form (1000–2500 words): Better for evergreen, SEO-driven content like this one
Aim for at least 1000 words for most blog posts - Google loves depth. And if you’re writing less, make it punchy and packed with value.
Don’t forget your CTA
Always include a Call To Action at the end of your blog, even if it’s subtle. You can:
Invite them to read another post
Suggest joining your newsletter
Share a freebie or lead magnet
Encourage booking a service
Pro tip: Match your CTA to the goal of your post. If it’s an awareness-level blog, a soft opt-in works best. If it’s deeper in the funnel, go ahead and mention your service.
Bonus: blog once, repurpose everywhere
Your blog can become a content goldmine. I’m a huge believer in working smarter, not harder and one of the ways I do this regularly, is to repurpose my content. From one blog post, you can create:
A newsletter (use the blog as your base!)
2–3 Instagram grid posts
Instagram Stories or a Reel
A LinkedIn article or caption
Pinterest graphics
Email nurture sequences or lead magnets
Final thoughts: blogging as an act of service
At its core, blogging isn’t about selling. It’s about serving - with insight, generosity and strategy. You’re not just writing to fill a page. You’re building a brand that is trusted, remembered and magnetic.
So whether you’re blogging in between client calls or during the 30 minutes your toddler naps (bliss), remember this: your voice matters, your knowledge has value and your blog can be a beautiful, powerful extension of the work you do.
Ready to write blogs that book dream clients?
I’ve put all of this information plus a totally free, printable checklist you can keep beside your laptop to help you do just that!
