How a plumbing firm turned one cluster of posts into steady calls

Fieldwork Plumbing is a fictional plumbing firm we use as a worked example. Its blog had news about the team and little else, and no reader ever called from it.

We planned one cluster on boiler repairs: a long guide, five short posts on the faults people search for, and a call to book a visit at the end of each. Every short post linked to the guide, and the guide linked to all five. The content brief template kept each post on its one question.

Three months later, the blog brought in about five calls a week. Most came from the short posts, from readers who had found their fault and wanted it fixed that day.