Don’t start with a random blog
When your website brings no leads, the first reaction is often: we need to start writing articles. That might be right, but only if the articles fit into the customer journey. A random blog won’t save a website.
The 90-day plan has one task: to create a clear path from a query to a lead. Someone searches for something, finds an answer, understands that the company knows its stuff, and has somewhere to click or call.
That’s why the plan isn’t made based on what we feel like writing. It’s made based on what stops people from ordering.
First month: fix the website’s foundation
The first month isn’t for mass publishing. It’s for checking whether the website can even receive a lead.
Check:
- whether every important service has its own page,
- whether the page clearly states who the service helps,
- whether the contact is visible,
- whether the page answers questions about price, process, and timeframe,
- whether articles link to a service,
- whether you’re measuring forms, phone calls, or email clicks,
- whether the website works on mobile.
If a service page is missing, an article won’t replace it. An article can bring traffic, but the service page must convert interest into a contact.
The first month therefore often includes an initial analysis, rewriting one main service page, and selecting topics. It’s not flashy, but it’s the foundation.
Second month: answer customer questions
The second month is for content. Not broad articles, but specific answers.
Pick 4 to 6 topics:
- how much the service costs,
- what influences the price,
- how long delivery takes,
- what the customer needs to prepare,
- when it makes sense to use the service,
- what happens if the problem is postponed,
- how to choose a supplier.
Every article must lead to a relevant service. If you can’t say where the article will lead, put the topic aside for now.
Example: an article about the cost of an expert article leads to pricing and services. An article about why a website brings no leads leads to an analysis. This is what the business logic of content should look like.
Third month: add decision-stage content
By the third month, the website should have the basic answers covered. Now comes content for people comparing their options.
This includes:
- comparing variants,
- when the service is worth it and when it’s not,
- the most common mistakes when choosing a supplier,
- a checklist before ordering,
- case logic without sensitive details,
- an FAQ based on business objections.
These are articles that often help the salesperson. They may not have the highest traffic, but they shorten explanations. When a customer sends an inquiry, they already know what to expect.
A simple 90-day plan
| Period | Main Work | Output |
|---|---|---|
| Days 1 to 30 | Analysis, services, measurement | 1 to 2 revised pages, list of topics |
| Days 31 to 60 | Customer questions | 4 to 6 articles or FAQ outputs |
| Days 61 to 90 | Decision-stage content | 3 to 5 articles, internal links, evaluation |
The scope adjusts to the budget. The Start package handles one output per month. Růst already manages 2 to 3 articles per month and ongoing Search Console checks. Výkon makes sense when you want to create a more substantial content foundation, including landing pages and measurement, within 90 days.
What to measure along the way
Without measurement, the plan becomes just a publishing calendar.
Track:
- new page indexing,
- impressions and queries in Search Console,
- clicks from articles to services,
- submitted forms,
- clicks on phone and email,
- questions that customers still ask after reading,
- topics that deserve expansion.
After 90 days, don’t just evaluate the number of articles. Evaluate whether the website answers business questions better. If yes, you have a foundation. If not, go back to topic selection and service pages.
A content plan isn’t a marketing spreadsheet. It’s a work plan for getting a person from a problem to a contact. If you want to start with a reasonable scope, check out the pricing or write to us directly through an initial analysis.
