The 90-Day Content Plan for Service Businesses

Before you write anything

List your services by margin, then by close rate. Content follows money, not curiosity. For each service, write down the three questions prospects ask on a first call and the objection that most often stalls the deal.

That list is your first quarter. You already have it; you just have not written it down.

Days 1–30: capture existing demand

Start at the bottom of the funnel where intent is highest and competition is thinnest.

• One page per core service, written for buyers rather than crawlers
• One pricing or cost explainer — the page competitors avoid
• Two comparison pieces: you versus the common alternative approach
• One case study with a before, an action, and a measurable after

Days 31–60: build authority

Now move up a level to the problems your service solves, before the buyer has named the solution.

• Two problem-led guides, 1,200–1,800 words, answer-first structure
• One process explainer that shows exactly how working with you goes
• One FAQ hub that consolidates the small questions into a single strong page
• Internal links from every new piece back to the relevant service page

Days 61–90: convert and compound

Traffic without conversion is expensive. Spend the last month tightening the path from reading to booking.

• One downloadable checklist or template tied to your highest-margin service
• Refresh the two best performers with new data, examples, and schema
• Add proof — testimonials, numbers, logos — to the pages closest to the sale
• Repurpose each guide into three short social posts and one email

The weekly rhythm that keeps it alive

Thirty minutes recording the owner answering one question. Two hours turning that into a draft. One hour editing, adding links, and publishing. That is the entire operating cost of a compounding content asset.

Review monthly against enquiries generated, not word count.