When contractors hear "you need a blog," they picture writing essays every week. You don't need that. A blog is just a set of pages that answer questions homeowners type into Google. Whether it's worth your time depends on what you put in it.
Every post is a new page, but more pages isn't the goal. A post only helps if it's the best answer to a question someone in your area is actually asking.
What to Write
Questions about your work, in your area. What a job like yours costs here, with your own real prices if you're willing to publish them. How long it takes. What the city's permit rule is. What you found on a recent job in a town you work, and how you fixed it.
Write what you know first-hand. Google's guidance on helpful content asks whether your content shows first-hand experience, and says it helps when it's clear who created it (Search Central, "Creating helpful, reliable, people-first content"). A post from the person who did the work, with photos of the work, is hard for a national site to copy.
What to Skip
Generic posts the big national sites already answer: "how to choose a roofer," "10 kitchen trends this year." Those searches are crowded with sites that have been at it for years. Your version has to beat theirs, and that's a tall order for a post with nothing local in it.
You can get help writing, from a friend, an employee or an AI tool, as long as someone who knows the work checks every fact. Google says using AI isn't against its guidelines, but using automation to churn out content mainly to manipulate rankings is spam (Search Central blog, "Google Search's guidance about AI-generated content," February 2023).
How Often, and What Goes on Every Post
Post when you have something real to say. One good post a season beats a weekly post nobody needed.
Every post should end with your phone number and a short estimate-request form. The reader just learned something from you; make the next step easy.
And if you don't have time to write, skip the blog. Put that time into your Google Business Profile and asking for reviews. A site without a blog can still do its job.
