What a blog is actually for
The reason agencies recommend blogs is search. Each useful article is a page that can appear for a question your customers ask ('how often should a furnace be serviced?'), bringing in people who are not yet searching for your company by name. That works, but the format does not matter to Google: a well-organized set of guides or answers pages does the same thing. What matters is that the content is specific, accurate and kept current.
When a blog is the wrong choice
- You will not keep it up. A 'Latest news' section whose latest news is three years old tells visitors the business may be too.
- You would write about yourself. Posts about your company picnic or your new van do nothing for search and nobody reads them.
- Your questions are evergreen. If customers ask the same twenty questions year after year, twenty well-maintained answer pages beat two hundred dated posts.
What to do instead, or as well
Write down the questions you answer on the phone every week and give each one a page with a direct answer and the detail underneath. Put real prices or ranges where you can. Build a page for each service and each area you serve. Then, if you still have things to say that have a date on them (a regulation change, a new product, a project story), add a blog and post when you have something worth posting. This site follows that pattern: guides for the long topics, these answers for the short ones, and articles for the rest.