Another classic. “Blog” often means an editorial calendar nobody reads. Done right, it’s different.
What a blog is actually for
- Answer questions buyers already type into Google.
- Educate without depending only on sales calls.
- Create intent pages beyond the homepage.
- Show judgment: how you think about the problem.
When it’s not worth it
If nobody can write honestly, the offer changes weekly, or the site still lacks a clear CTA — the blog becomes dead inventory. Eight useful articles beat eighty generic posts.
A format that works for B2B services
- Pick real questions (price, timeline, site vs system, AI, legacy).
- Write in owner language, not agency-speak.
- End with a contact path.
- Update when the market changes.
This Fortes Tech blog exists for that reason: what clients ask on WhatsApp, written with criteria.