You know you should be posting. You are not posting.
Not because you do not see the point. Because it is Thursday, you are on site, and writing a caption is the last thing that is going to happen today. So it does not happen, for the ninth week running.
A week, as it actually runs
Three posts a week is the sweet spot for most trades and service businesses. Enough to stay visible, not so much that you run out of things to say. Here is a real week’s shape, using a concreter as the example.
Monday
Job in progress"Day two on the Brunswick warehouse conversion. That is 400 square metres of slab going down before the roof trusses land on Thursday. The tight bit is the drainage falls — get those wrong and you are chasing water for the next twenty years."
Wednesday
Useful, not salesy"Three things that make a concrete quote come in higher than you expected: access for the truck, whether the site needs a pump, and how much spoil has to leave. Ask about all three up front and the number stops moving."
Friday
Finished work"Handed this one over yesterday. Polished finish, exposed aggregate border, done in four days between the rain. Owner wanted something that would not look dated in a decade."
Notice what is not there: no “Happy Monday everyone!”, no motivational quote over a stock photo, no “DM us today!”. Two of the three posts do not ask for anything at all.
What you actually have to do
Send photos. That is mostly it.
Whatever you already take on the job. A WhatsApp thread or a shared album is fine. Five or six a week is plenty and they do not need to be good.
Approve Thursday’s batch.
Next week’s posts arrive in one message. Read, tweak, tick. Ten minutes.
Tell us when something is wrong.
Wrong tone, wrong detail, wrong job named. The voice gets better because you correct it, not on its own.
Questions
Only if you tell us to. The default is that you get the week's posts on Thursday for the following week and approve them in one go. Some clients move to auto-publish after a couple of months once they trust the voice; plenty never do and that is fine.
Mostly from you, and less than you think. A handful of job photos a week from someone's phone is usually enough. We handle the writing, the scheduling and the hashtags. If you send nothing we still post, but it will be the generic-useful sort of content rather than the good stuff.
That is the whole risk and we treat it as one. The voice is built from your existing material and a call, and the first fortnight you will edit. If a draft reads like a press release, send it back — it means we have got the voice wrong, not that you need to lower your expectations.
Facebook, Instagram and LinkedIn are the usual three. We can do TikTok and YouTube captions, though short-form video is a different job to written posts and we would scope that separately.
Not included. Comments need someone who knows the job and can answer a real question, and a delay is better than a wrong answer. We flag anything that needs a reply.
One honest caveat
Posting consistently will not, by itself, bring you a flood of work. What it does is mean that when someone is already deciding about you — after a referral, after seeing your van, after finding you in a search — there is something recent and real to look at rather than a page last updated in 2023.
That is worth $249 a month to a lot of businesses. It is not worth it to everyone, and we would rather say so here than in month four.
Talk it through