Every article is written from these two lines. That is what makes it read like a local business and not a brochure.
Why it adds up
A small thing, every week, for years.
One article on its own does very little. Fifty of them, all about your trade and your town, all pointing home, is the reason you turn up when somebody nearby goes looking.
Running an agency?
A blog for every client, in every town.
Each client gets their own blog on their own domain, written for their own town, under your brand.