What Your Clients Really Want in a Blog

When you’re writing for businesses, it’s less about your creative ingenuity and poetic disposition. To really be an in-demand freelance writer, you need to fine-tune your ability to write LIKE them. Deliver what they want in a blog and, ultimately, the results they’re looking for with their content strategy. Every client will have their own brand guidelines and content brief to follow. But in general, this is what they all really want in a blog.

1. They Want Search Engine Rankings (Not Your Literary Genius)

Businesses aren’t commissioning blogs because they need art. They need traffic. They need SEO rankings. That means every blog you write has to be built for search engines first—and then refined for readability.

Here’s What That Means for You:

• Use Keywords Like a Pro – No, don’t stuff ‘em in like it’s 2005, but use them naturally and strategically. Google has to know what the blog is about, or it’s never getting found.

• Think About Search Intent – Are people searching for how-to guides? Product comparisons? Answers to industry FAQs? Make sure the content delivers exactly what searchers are looking for.

• Write for AI Search Too – With AI-driven search results taking over, blog formatting and clarity matter more than ever. Clean headers, easy skimming, and direct answers to common questions make your content AI-friendly.

What They DON’T Want:

❌ Long-winded intros about “the dawn of time” before getting to the point. 

❌ Superfluous storytelling that distracts from the core message. 

❌ Blogs that don’t answer real search queries (a waste of time and money.)

2. They Want Authority (Not Empty Fluff)

Businesses need to prove they know their stuff. A blog serves SEO and so much more. It’s a credibility booster. Your job? Make your client sound like the industry expert they are.

Here’s How:

• Provide Data & Sources – Cite real stats, studies, and reputable sources. No one trusts “just because I said so.”

• Use Industry-Specific Language – But keep it readable. If the audience is technical, write technical. If it’s general, break it down.

• Back-Up Claims with Examples – Whether it’s case studies, customer testimonials, or real-world applications, show proof.

What They DON’T Want:

❌ Generic content that could’ve been written by ChatGPT in 10 seconds. 

❌ Vague, repetitive nonsense that doesn’t add real value. 

❌ “Thought leadership” that’s all theory and no action or proof.

3. They Want Leads (Not Just Views)

A blog without a purpose is just taking up space. Your client isn’t paying you to entertain. They could string some words together themselves if that’s all it took to get results. Instead, they’re paying you to bring in business. That means every blog should have a goal beyond just existing on their website.

Here’s How to Do It Right:

• Call-to-Action (CTA) Everywhere – What should readers do next? Download a guide? Book a call? Join an email list? Make it crystal clear.

• Link to Internal Content – Keep people on the site longer with relevant internal links.

• Solve Their Problems – The best blogs don’t just inform; they convert by giving the reader exactly what they need to take the next step.

  
  

What They DON’T Want:

❌ Blogs with no CTA, leaving potential leads hanging. 

❌ Walls of text with no internal links to guide the reader to explore further. 

❌ Blogs that are all theory or regurgitated page one headlines, with no real takeaways or next steps.

4. They Want Skimmable, Engaging, EASY-to-Read Content

No one—and I mean NO ONE—is sitting down with a business blog and reading every word like it’s a novel. People skim. Your formatting has to make that easy.

Make It Readable:

• Short Paragraphs – No big text blocks. Keep it snappy.

• Headers & Bullet Points – Break up sections so people can find what they need fast.

• Conversational Tone – Business blogs shouldn’t sound like a textbook. Be professional, but not robotic.

What They DON’T Want:

❌ Overcomplicated language that makes readers zone out. 

❌ Giant, unbroken paragraphs that look like a reading nightmare. 

❌ Boring, corporate-speak that sounds like it was written by a boardroom AI bot.

5. They Want Consistency & Reliability (AKA, Show Up & Deliver)

One killer blog isn’t enough. Clients want a freelance writer they can count on. Someone who delivers on time, every time, with content that hits the mark without constant revisions.

How to Be That Freelancer:

• Follow the Brief – If the client asks for a 1,000-word blog on X topic, don’t deliver 800 words on Y. Don’t deliver 2000w on X and Y either. Deliver with precision, no more-no less.

• Meet Deadlines – Late work means no repeat gigs. Period.

• Be Open to Feedback – But don’t let clients walk all over you with endless rewrites.

What They DON’T Want:

❌ A flakey writer who disappears when deadlines approach. 

❌ Content that doesn’t match their tone, goals, or instructions. 

❌ Someone who needs excessive hand-holding to get it right.

The Bottom Line: Write for Results, Not for Yourself

Want to know how to write a business blog that clients LOVE? Write with their goals in mind. They’re not paying you for artistic expression—they’re paying you for SEO, authority, leads, and business growth. Nail those, and you’ll never struggle for freelance work again.

Need more insider tips to boost your freelance writing success? Grab the latest resources from The Pajama Writer—because smart freelancers get paid. 😉