Product or service: why they are not told the same way

Almost all advice about local content is written for shops: the product, the window, the packaging. If your business is a service, that material does not apply and it is easy to conclude this is not for you.

The real problem

What you sell cannot be photographed, it happens in private, and often the client arrives with a problem they find awkward to talk about. Showing the "product" is not an option.

What you can show

Your judgement. How you decide, what you ask before starting, what you do differently. In services, useful content is almost never the result: it is the reasoning.

The before and after of something everyday, not spectacular. In a service, the small and believable convinces more than the dramatic transformation.

The questions everyone has and nobody asks. Roughly what it costs, how long it takes, what happens if it goes wrong. Price opacity is the biggest barrier to entry in services, and whoever breaks it gets the call.

About privacy

Never use a client's case without explicit permission, and avoid anything that could identify them. In health, legal or financial services this is not a stylistic recommendation: it is a hard limit.

The practical bit

When you talk to a creator, do not ask them to "show the premises". Ask them to put to you the questions a client who knows nothing would ask. Your answers are the content, and they are the part only you can give.