What Should I Post? A Simple Content Guide for Service-Based Businesses
- taryn
- Apr 2
- 4 min read
Why Content Feels So Hard (and How to Fix It)
If you run a service business, you’ve probably said this at least once:
“I know I should be posting on social media, but I have no idea what to post.”
You’re not alone.
The internet is full of content marketing tips—but most of them are made for influencers, big brands, or online coaches. Not folks like you who are actually doing the work.
At Page 2 Media, we work with small, local service businesses—like pressure washers, epoxy floor installers, laundromats, and home cleaning companies—to help them turn what they’re already doing into content that builds trust and books jobs.
Here’s a no-fluff guide to posting the kind of content that actually brings in business.
Part 1: The 4 Types of Content Every Service Business Needs
If you’re unsure where to start, stick to these 4 types of content. They build trust, show what you do, and make people want to work with you.
1. Proof
Your audience doesn’t want to hear how good you are—they want to see it.
Post ideas:
Before & after photos
Time-lapse videos of a job
Client testimonials (screenshot texts, Google reviews, video clips)
“Job highlight” walkthroughs
Case studies (“Here’s how we helped a busy mom get her Saturdays back”)
Tip: Always take a few photos at the start and end of every job. Lighting matters—step into the best-lit area and shoot from the same angle.
2. Process
Most people don’t know how your service works. Showing your process builds confidence and shows you’re a pro.
Post ideas:
“Here’s what to expect when you book us”
A simple video showing step-by-step setup or cleanup
Gear tour: “Here’s what we use and why”
“What’s happening here?” post explaining a task in progress
Tip: Keep it short. Use Instagram Reels, TikToks, or YouTube Shorts to walk through each step with captions or voiceovers.
3. Personality
People buy from people. Show who you are—without oversharing.
Post ideas:
A quick selfie at the job site
“Meet the owner/crew” post
A funny behind-the-scenes moment
Local shoutouts or “client appreciation” features
“Why I started this business” story
Tip: These posts don’t always go viral—but they create connection. That leads to trust, which leads to sales.
4. Promotion
Yes, you can (and should!) promote your services. But do it with clarity and value—not just “Buy now.”
Post ideas:
Seasonal offers or service reminders
“Now booking for [month]” announcements
Limited-time discount for referrals or new clients
“We have 3 open spots this week!”
“Our most popular service this month is…”
Tip: Always include a clear CTA: “Call us today,” “Book online,” “DM for details.”
Part 2: A 15-Minute Weekly Content Plan
You don’t need to post daily. Start with 3 posts per week, repeat what works, and stay consistent.
Here’s a simple content schedule you can reuse every week:
Day | Post Type | Example |
Monday | Proof | Before/after photo with a short caption |
Wednesday | Process | Video: "3 steps to prep for an epoxy coating" |
Friday | Promotion | “Now booking spring cleanups – 5 spots left!” |
Bonus: Use Stories or Reels 1–2x per week for casual updates or quick tips.
You can batch all three posts in about 30–45 minutes. Use a tool like Later or Canva to schedule them.
Part 3: The 5 Biggest Content Mistakes Local Businesses Make
Knowing what not to do can save you time and frustration.
Here’s what we see most often:
Mistake #1: Only Posting Promotions
If every post is “Book now!,” people tune you out. That’s not a content strategy—it’s shouting into the void.
Fix: Use the 4 content types: Proof, Process, Personality, and Promotion.
Mistake #2: Forgetting to Show Your Face
You don’t have to be a content creator. But clients want to know who they’re hiring.
Fix: Post at least 1 photo or video a month where you are talking, smiling, or working.
Mistake #3: Being Too Generic
“Spring is here—get your floors done!” is boring and forgettable.
Fix: Use real details. “Just polished 1,200 sq ft of concrete for a school hallway in Newark—floors that last for decades.”
Mistake #4: Inconsistent Posting
Posting 10 times one week, then disappearing for a month, doesn’t build trust.
Fix: Choose a simple weekly rhythm and stick to it—even if it’s just once or twice a week.
Mistake #5: Ignoring Google
All your content shouldn’t live on social media alone. Google loves fresh, local content.
Fix: Post to your Google Business Profile once a week using the same content you’re sharing on Instagram or Facebook.
Part 4: Where Should You Post? (Here’s What Actually Matters)
You don’t need to be on 10 platforms. Focus on these three:
1. Google Business Profile (GBP)
This is the most important spot for local businesses. Posting here improves local SEO and gets you seen when people search for your service.
Post 1–2 times/week with a photo, 1–2 sentences, and a CTA.
2. Instagram + Facebook
Post to both at the same time (Meta makes this easy). These platforms are where people go to check you out after seeing your name.
Prioritize Reels or short videos—Instagram’s algorithm favors them.
3. Your Website
Use blog posts (like this one!) to boost SEO and share useful content. Repurpose social content into longer blog entries.
Need help writing SEO blog posts for your site? That’s what we do →
Part 5: Tools to Make Posting Easier
Here are our go-to tools for DIY-friendly content creation:
Canva – Easy graphics, story templates, photo editing
CapCut – Edit short videos fast, with text overlays
Google Photos – Organize job photos by location or date
Later or Meta Business Suite – Schedule content ahead of time
Google Business Profile Manager – Post weekly updates for SEO
We can help set all of this up for you during your strategy session.
Final Thoughts: Start Simple. Stay Consistent.
The best content isn’t the flashiest—it’s the content that gets posted.
You already have the raw material:
Your work
Your team
Your story
Your customer results
Let’s turn that into content that drives calls, DMs, and bookings.
Need Help Creating a Content Plan That Actually Works?
At Page 2 Media, we build done-for-you content systems for local service pros like you. From photo shoots to post templates, we’ll help you stay visible without spending hours on marketing.
Call or text 732-705-1517
Instagram & TikTok: @pg2media
#ContentMarketingForServiceBusinesses #LocalBusinessContentStrategy #Page2Media #InstagramMarketingNJ #SmallBusinessSocialMedia #ContractorContentIdeas #ServiceBusinessMarketing #GoogleBusinessProfileTips
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