What to post as a local business: a weekly plan

Most local businesses don't have a content problem. They have a blank-page problem. Every day you're serving customers, solving problems and answering the same questions, and all of that is content. The hard part is deciding what to post today while the phone is ringing.

The fix is to stop deciding. Give each day a job and fill it in.

The four-post week

You don't need to post daily. Four posts a week is enough to look open and alive, and you can drop to two in a busy month.

• Monday, proof: a finished job, a happy customer or a review.
• Wednesday, help: an answer to a question customers ask you.
• Friday, people: someone on your team, a supplier or your street.
• Saturday or next Monday, offer: what you'd like people to buy or book this week.

Three of the four give something. One asks. That ratio keeps the offer post from feeling pushy.

24 ideas when you're stuck

Proof

1. Before and after of a recent job
2. A customer review, in their words, with permission
3. Your most popular item this month
4. A job that went wrong and how you fixed it
5. A photo from a repeat customer's visit
6. A number that's true: orders packed, cars fixed, years open

Help

1. The question you hear most, answered
2. A mistake customers make before they call you
3. How to tell if they need you or can fix it themselves
4. What something should cost, and why prices vary
5. How to prepare for their first visit
6. One seasonal tip for your area

People

1. Why you started the business
2. A day in your morning, in three photos
3. A team member and what they're good at
4. A local business you buy from
5. An event or school team you support
6. Something on your street that's changed

Offer

1. This week's special
2. Your open appointments
3. A new product or service, and who it's for
4. Gift cards before a holiday
5. A reminder about a seasonal service
6. A referral thank-you for customers who send friends

Post where nearby customers look

Google Business Profile. This one is easy to overlook. When someone searches for your type of business nearby, your profile is often the first thing they see. Keep hours and photos current, reply to reviews and add a short update regularly.

Facebook. Often where neighbors ask for recommendations. Reply when your name comes up in local groups, and be a helpful neighbor rather than an ad.

Instagram. Good for anything visual: food, beauty, homes, cars, retail. Tag your location and use your neighborhood's name in the caption.

TikTok. Worth trying if you can film a simple process. You don't need to dance.

Two networks done well beat five done badly.

Sound like a neighbor

Write the way you'd talk at the counter. Use real names of streets, teams and seasons. A line like "We're open until 8 before the big game on Friday" could only come from you, and that's the point.

Plan one hour a week

Take your phone through a normal day and snap three or four photos. Then sit down once a week and match them to your four jobs. You've now got a week of posts, and you won't have to think about it on a busy Tuesday.

Put the dates that matter on your calendar early. Our 2027 holiday calendar has them by month.

How Lurr helps

Lurr for small businesses plans your week from your services, your local dates and what's trending in your niche, then writes each post in your voice for you to check. Short on captions right now? The free caption generator is a quick way to start.