Blogs

The blog module publishes articles on the client's own domain, inside the site built in the page builder, with their own template, categories, authors and URLs. It exists so that a business can own its content rather than renting attention on someone else's platform, and so that the pages people find in search sit on the same domain as the booking form.

The mental model is a content type with a template, not a page builder. You design the post layout once (title, author, featured image, body, related posts, call to action) and every article inherits it. The writing is then a matter of filling fields rather than laying out a page, which is what makes a regular publishing habit possible for a small business.

Its real job in a build is earning traffic the client does not pay for and giving the rest of the system something to distribute. An article is a destination for social posts, an asset in an email, an answer the AI agents can draw on, and a page that can carry the same forms and booking widgets as anything else on the site.

The blog itself

• Which site the blog belongs to, and the path it lives on: typically a blog or news folder on the client's domain
• The post template: header, featured image placement, body width, author block, share links, related posts and the call to action at the end
• The listing or index page: layout, how many posts per page, excerpt length and sort order
• Category and tag archive pages generated from the taxonomy
• Author profiles with a name, photo, biography and links
• More than one blog where a business genuinely has separate audiences

A post

• Title, URL slug, excerpt and featured image
• Rich body content: headings, paragraphs, lists, quotes, images, embedded video and links
• Category assignment and tags
• Author, publication date, and a scheduled future publication time
• Draft, scheduled and published states, with the ability to unpublish
• Embedded forms, booking widgets and calls to action inside the body
• Drafting, outlining and rewriting help from the AI content assistant

SEO fields

• Page title and meta description per post, set independently of the headline
• Canonical URL where the same content exists elsewhere
• Social share image and preview text for links pasted into messages and posts
• Image alternative text and sensible file names
• Inclusion in the sitemap, and indexing behavior for thin or duplicate posts
• Internal linking to service pages, which is the part most clients skip and the part that converts

Distribution and measurement

• Social posts scheduled from the planner pointing at the article with a tracked link
• Inclusion in email broadcasts and nurture sequences
• Tracking code on blog pages so readers are measurable and retargetable
• Page-visit workflow triggers, so a reader of a particular article can be tagged with that interest
• Traffic and engagement reporting per post, per category and per author

1. Decide the URL structure before the first post and do not change it afterwards. A blog folder on the main domain is almost always right; a separate domain starts the client's authority from zero.
2. Agree the categories with the client up front, keeping them to a handful that describe what the business sells. Categories invented post by post become an unusable archive.
3. Build the post template once: where the featured image sits, how wide the body is, where the author appears, and what the call to action at the end asks for.
4. Put a real call to action in the template (a booking widget or a form, not a vague invitation to get in touch) so every article has a route into the business.
5. Create the author profiles with photographs and genuine biographies. Articles attributed to a named human outperform ones attributed to a company.
6. Build the listing page and check the excerpt lengths and images look right with three or four posts on it, rather than with one.
7. Write the first article around a question the client is actually asked by customers, and use the words those customers use rather than the industry's terminology.
8. Fill in the page title and meta description separately from the headline. The headline is written for a reader; the title is written for a search result.
9. Add the featured image and the social share image, compress both, and write alternative text that describes the picture rather than repeating the keyword.
10. Link internally from the article to the relevant service page and the booking page, and from the service page back to the article where it is useful. This is the step that turns reading into inquiries.
11. Set the publication date, or schedule it, and decide a realistic cadence with the client. One good article a month beats four thin ones and then silence.
12. Preview on a phone before publishing: heading sizes, image widths, embedded video, and whether the call to action is reachable without endless scrolling.
13. Publish, then check the live URL, the share preview, and that the post appears on the listing and category pages.
14. Schedule the distribution in the social planner with a tracked link, and add the article to the next email broadcast or nurture sequence.
15. Add the article to the AI knowledge base if the agents should be able to answer from it, so the content works in conversations as well as in search.
16. Review traffic by post quarterly, and update or consolidate the articles that nearly rank rather than always writing something new.
17. Keep an editorial list of planned topics with the question each one answers. A blog without a plan stops after three posts, every time.

The blog sits inside the website built in the page builder and feeds three other modules: the social planner distributes it, email includes it, and the AI knowledge base learns from it. Because blog pages carry the same tracking, forms and booking widgets as any other page, the traffic they earn is measurable and convertible rather than merely flattering.

Search question to booked consultation

An article answers a question people type before they are ready to buy. The template's call to action is the booking widget for the relevant service, and the article links to that service page in the body. Reporting shows which articles produced appointments, not just which produced visits, and the next quarter's topics follow that evidence.

One article, a month of distribution

A long article is published, and the social planner schedules several posts drawn from it across the following weeks, each with a tracked link. The monthly email broadcast features it. A reader who visits is tagged by page visit, which puts them into a nurture sequence about that service rather than a generic one.

Content that answers the AI agents' questions

The articles covering pricing policy, preparation instructions and common objections are added to the AI knowledge base. BO then answers those questions in chat and on calls using the same wording the website uses, and when it cannot, it sends the article link instead of guessing.

• Changing a post's slug after publication throws away whatever it earned. Links, shares and search listings all break. Decide the URL once and add a redirect if you ever must change it.
• Migrating an existing blog is a redirect exercise. If the old URLs are not mapped to the new ones before the switch, the client loses rankings that took years to build and will blame the new system.
• The blog is not a full CMS. If the client needs structured content types, complex taxonomies, multi-author editorial workflow or localization, be honest about the ceiling rather than discovering it halfway through.
• Volume is not authority. A run of short, generic articles can look like progress and achieve nothing. Fewer, better articles that answer real questions are the only approach that works.
• AI-drafted content without expert review reads like it. Use the assistant for structure and first drafts, then have someone who knows the business correct the specifics. Confidently wrong detail on a professional services site is a real risk.
• Articles about regulated subjects carry professional obligations. Health, legal and financial content may need named, qualified authorship and review, and may be constrained in what it can claim.
• Published without a call to action is a wasted page. Readers arrive, read and leave, and the client concludes blogging does not work.
• Unoptimised images are the main cause of slow blog pages. Photographers' originals dropped straight into a post can be many times the weight of the rest of the page.
• Category sprawl makes the archive useless. Twenty categories with one post each help nobody and create thin pages that dilute the site.
• Scheduled posts depend on the right timezone. A post set to publish on a date can appear a day early or late, which matters for anything tied to an event.
• Nothing distributes itself. Publishing is the halfway point; an article nobody shares, emails or links to will be read by almost no one in its first month.
• Old posts age publicly. Last year's offer, a departed team member or a superseded policy sits there being found. Audit and update rather than accumulating.
• Comments, where available, need moderation. An unmoderated comment section on a business site becomes spam, and reflects on the client.
• Deleting a post leaves a dead URL. Unpublish and redirect instead, so anyone arriving from an old share lands somewhere useful.