There is a difference between content people enjoy and content that makes them contact you. Funny videos and inspirational quotes collect likes. They rarely make anyone pick up the phone.
Content that attracts clients does something more specific. It helps someone picture working with you, answers a question that was holding them back, or proves you have solved their exact problem before. These eight types do that reliably.
Content that proves you can do it
1. Before and after
The oldest format in the book, and still one of the strongest. Same angle, same light, a caption that explains what changed and why. It works for renovations, landscaping, cleaning, dentistry, websites, almost anything with a visible result.
2. Project stories
A short story in four beats: the problem the customer had, what you recommended, how the work went and the result. Add a real photo and a detail or two that only someone who was there would know.
3. Customer voices
Turn Google reviews into simple graphics, or ask a happy customer for a thirty-second video. Always get permission, and never edit what they said into something they did not mean.
Content that answers the questions holding people back
4. Price explainers
You do not need to publish prices to talk about them. “What affects the cost of a new roof in Ontario” answers the question everyone has and positions you as the honest option.
5. Straight answers
Take the questions you hear on every sales call and answer each one in a short video or post. Do I need a permit? How long will it take? Can I stay home during the work? These are some of the best-performing posts we see, because they meet people exactly where they are stuck.
6. Honest comparisons
Option A or option B, repair or replace, vinyl or fibreglass. Explain the trade-offs fairly, including when the cheaper option is fine. It builds more trust than any sales line.
Content that shows who they will be dealing with
7. Behind the scenes and the team
Who answers the phone, who shows up at the house, how a job is planned, what a normal Tuesday looks like. People hire people, and seeing them before the first call removes a surprising amount of hesitation.
Content rooted in your area
8. Local and seasonal content
Projects in recognisable neighbourhoods, advice tied to the weather, notes on local rules, a shout-out to a nearby business you work with. For a company in the GTA, “what to check before the first freeze” will always beat a generic tip borrowed from somewhere else.
How to make it without a content team
Build three habits. On every job, take the same set of photos and a short clip before, during and after. Keep a running list of questions customers ask. Once a month, sit down for two hours and turn both into a batch of posts.
The best content ideas come from your sales calls, not from a trends list.
If you would rather hand the production over, our content marketing and video production teams work from exactly this kind of material.
