Almost every website has a blog and almost every blog has stalled. When we open one to review it, the pattern repeats: four posts from the year the site was built, a Christmas greeting and nothing else. That is where the idea comes from that a business blog is pointless. It is not, but not like that. What decides whether it brings customers is very specific: what the articles are about.
Why most company blogs bring nothing
No long analysis needed. The three reasons are almost always the same.
Writing about whatever comes to mind
The move, the anniversary, the trade fair we attended. Those matter inside the company and nobody searches for them outside it. An article only brings people in if it answers something that is already being typed into a search box.
Writing for the industry, not for the customer
This is the most expensive of the three. The installer writes "high-efficiency aerothermal climate control systems" and the customer writes "how much does aerothermal heating cost in a flat". Two different languages. The keywords that bring work are the customer's, with their mistakes and detours included.
Publishing for two months and dropping it
December and January go great, then nothing from March onwards. SEO does not work in bursts: it works by accumulation. A blog with twelve good articles outperforms one with forty written in three weeks and then abandoned.
What an article that does bring customers has
The difference is not style or length. It is that the article is built around a question with intent: whoever types it is two steps away from hiring something. "How much does", "how long does", "what's included", "how to tell whether", "X or Y".
From there comes the craft that nobody sees: the keyword in the headline and the headings, a structure search engines understand, links to the service pages you want to rank, light images with alt text, and the frequently asked questions marked up so they can show as rich results. That is what separates a pleasant text from a text that appears.
Where the real topics come from
Two places, and neither of them is the writer's imagination.
- From search. What people look for in your sector and your area, in which words, and how much competition there is. That produces a topic list ordered by what can end in a customer.
- From the phone. The questions you get every week before someone hires you. If everybody repeats them, somebody is typing them into Google this very afternoon.
That is why the first meeting for this service tends to be an awkward interview: we ask you what people ask you. It is the part nobody can do from the outside, and the part that keeps the article from reading like a brochure.
How many articles you need
It depends on how competitive your sector is, but a local business that keeps at it notices something with one a month and really notices it with three. Our plans follow that: the Tu Web plan at 200 € a month includes one monthly article; the 400 € plan goes up to three; the 750 € one to five and the 1,500 € one to seven, with the Google profile posts counted separately.
More important than the number is not stopping. Twelve articles a year, every year, are worth more than thirty in one quarter and none afterwards.
How long they take to work
A new article takes weeks to rank and months to settle. You normally start seeing search visits between the third and sixth month, and it keeps climbing on its own if the pace holds. That is not our opinion: it is how the SEO timeline works, which we cover separately in more detail.
The upside is the flip side of that slowness. An ad stops bringing people the day you stop paying for it; an article that ranks keeps bringing visits two years later at no extra cost.
An article's second job: getting cited by AI
This one is new and it changes the maths. When somebody asks ChatGPT or Gemini "which company would you recommend for X in Girona", the model answers with what it has read. If the only thing about you online is a five-page website, it has no material. If there are thirty articles of yours explaining prices, timings and cases, it does.
That is why articles are the foundation of GEO positioning, included in the plans from 400 € a month. The texts that work best for it are the ones with concrete, checkable facts: figures, timings, conditions. The ones that only say "we are industry leaders" get cited by nobody, human or model.
What if AI writes the whole thing?
It shows, and it shows fast. Text generated without supervision has very recognisable tics —paragraphs that say nothing, lists of three, empty praise, not a single figure of its own— and even Wikipedia's guide on signs of AI writing has them catalogued. Google does not penalise using tools, but it does reward helpful content with real experience behind it, and a text with no first-hand data falls short there.
We use tools for the heavy lifting —searching, sorting, comparing— and take the information from you: your prices, your timings, your cases and your pet peeves. An article about home renovation written without talking to a builder is obvious by the second paragraph.
How we do it, step by step
- We look at what your customer searches for and in which words, and come out with an ordered topic list.
- We ask you what only you know: prices, timings, typical mistakes, real cases.
- We write the article with the keyword where it belongs and links to your service pages.
- We publish it with its images, structured data and versions in the languages you need.
- The following month we look at what moved and adjust the list.
If your customer searches in Catalan and you only publish in Spanish, somebody else takes those searches. On the Costa Brava, with so many visitors from abroad, English adds up too.
How to tell whether your blog is working
Three checks, no long reports:
- How many people reach the site searching for what you do, rather than for your name.
- Which specific articles bring those visits, and whether they climb or fall month to month.
- How many of those readers end up messaging on WhatsApp, calling or asking for a quote.
If an article has been up for six months and shows in no search at all, waiting longer will not fix it: either the topic had no demand or the competition was too strong. Change it and carry on.
Want to know what it would cost you?
We reply the same day. No commitment, no sales pitch.
An example you can check yourself
This blog has 37 articles published in Spanish, Catalan and English. They are not written for fun: each one answers a question we get on the phone. What a website costs, how long SEO takes, why a campaign spends and doesn't sell, why a site doesn't show up on Google. The ones that bring the most visits are, by a distance, the price ones and the "why is this happening to me" ones.
It is the same recipe we apply with clients, which is why we show it. If it works for us, a small agency in Palamós competing with Barcelona agencies, it works for a garage or a clinic.
What it costs to have us write them
Articles are not sold separately: they come inside the published plans. Tu Web, at 200 € a month, includes the site with up to ten pages and one monthly article. The 400 € plan adds three articles, three posts on your Google profile, every review answered and GEO positioning. The 750 € one goes to five and five with campaigns, and the 1,500 € one to seven and seven with social media.
All excluding VAT, with no lock-in and with website and email migration included. Custom software and process automation are quoted per project.
If you are going to start, start with the questions
Take a notebook and write down for a week what people ask you before hiring. You will end up with between eight and fifteen repeated questions. That is your article calendar for the next year, and nobody made it up.
If you would rather we did it, message us on WhatsApp with the name of your business. We will look at what gets searched in your sector and tell you which three articles we would start with. No strings, same day.
Tell us what you need and we'll give you a price
We reply the same day. No commitment, no sales pitch.