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Plenty of business owners know they should be blogging but have no real system for deciding what to write about. The result? Stale posts, underwhelming engagement and pages that collect dust instead of leads.
At Hierographx, a Michigan web design company that’s worked with businesses across dozens of industries, we’ve seen firsthand how the right blog topics can shift a brand from overlooked to top-of-mind. But getting it right isn’t about chasing trends; it’s about building a framework that aligns your expertise with what your audience actually cares about.
Before you write a single headline, talk to your team. Ask your salespeople what questions come up in demos. Ask your customer service staff what complaints or concerns they hear the most. Those are the gaps your blog should fill. It’s easy to chase SEO keywords, but if they don’t reflect the conversations your business is already having, the content won’t land.
We’ve had clients in the home services industry whose best-performing blogs came from common customer confusions, like why their website doesn’t show up in search or what a bounce rate actually means. These weren’t flashy topics, but they were the right ones.
If your blog doesn’t connect to what you actually sell, you’re wasting your time. Every blog post should quietly do one of two things: support your credibility or guide people to a service.
For example, let’s say you’re a Michigan web design agency that also does app development. A blog post on “The Difference Between Native and Web Apps” not only answers a common question but also opens the door to a conversation about your custom builds. It’s not about hard-selling; it’s about teeing up the right next step.
Yes, SEO matters. And yes, keywords like “graphic design company Michigan” and “SEO companies” are worth optimizing for. But keyword stuffing leads to garbage content. Instead, write something worth reading. Then, fold in the keywords where they naturally belong.
We do this all the time for clients. We’ll write a strong draft first, making sure it actually delivers value. Once it’s solid, we review where we can use terms like “Michigan web design company” or “app development” without forcing them. That’s how you build search-friendly and human-friendly content.
There are thousands of posts online about “why website design matters.” So if you’re going to write one, you better have something unique to say. That might mean breaking down how your process differs from other agencies or sharing a quick story of a client whose site went from a 10% to a 42% conversion rate after a redesign.
Here’s what we’ve learned: readers trust specifics. The more granular and real your example is, the more authority you build. It doesn’t have to be dramatic, it just has to feel like you’re not guessing.
Once you’ve published a few posts, start looking for patterns. Is your audience more responsive to case studies or “how-to” guides? Are people sharing your posts on redesign tips more than posts about Google updates?
This data doesn’t lie. Use your site analytics, review bounce rates and pay attention to time-on-page metrics. Don’t fall in love with formats that don’t work. Some businesses thrive with short weekly insights; others gain traction from long-form content once a month. Let the data shape your structure, not a content calendar template.
There’s a difference between creative writing and strategic content. Good blog topics don’t appear out of nowhere. They’re built through observation, research, and a little experimentation.
Pull topics from industry news, sales calls, email feedback, internal FAQs, competitor gaps or even failed ads. Each of these touchpoints has insight your competitors probably aren’t mining. And when your blog actually reflects the lived experience of your business, it stands out.
If your blog reads like filler content, that’s exactly how your audience will treat it. You don’t need more posts; you need better ones. Blog topics should be chosen with the same care you give to product development or customer service. They’re part of the experience you’re offering online.
And if you don’t have time to dig into it? That’s where we come in. At Hierographx, as a digital marketing agency, we help businesses turn aimless blogs into strategy-driven content libraries that rank, resonate and convert. Whether you’re a new brand or a growing enterprise, we write like your success depends on it because it does.
Engage and convert your audience with our strategic copywriting services, crafting a brand narrative that truly resonates.
Engage and convert your audience with our strategic copywriting services, crafting a brand narrative that truly resonates.
