Over the years, I’ve worked with many clients who hesitate to step in front of the camera or even allow their photos to be used online. Whether it’s builders, manufacturers, or service providers, the challenge is often the same—they deliver incredible work but are reluctant to showcase it. To overcome this, I’ve developed a streamlined workflow that leverages their expertise while minimising their involvement. This system has made my clients more comfortable and generated high-quality, engaging content that drives SEO results.
Starting with the Right Questions
The key to creating compelling content begins with understanding the client’s work. Take, for instance, a builder constructing a dual-occupancy home in Bondi. They know every detail of the project, but getting them to articulate it in a structured way can be a challenge. To simplify this, I use AI tools like ChatGPT to generate a comprehensive list of interview questions—up to 100—tailored to the type of project. These questions draw out the details, from the initial stages to the final touches, ensuring no important aspect is overlooked.
Before generating these questions, I review Google’s Quality Content Guidelines. This step ensures the content meets the standards Google uses to evaluate high-quality material, which helps improve rankings. By referencing these guidelines, I can create questions that extract information and align with what search engines value.
Conducting Interviews
The initial interview is key to setting the tone for future projects. I usually jump on a Google Meet or Zoom call to walk the client through the questions. This helps them feel comfortable and gives me valuable insights into their preferences. From this session, we develop a template of questions they can answer independently for subsequent projects. Sometimes, clients send me audio recordings—quick, unscripted explanations of their work—that we later transcribe. This flexible approach respects their time while still capturing the essence of their expertise.
Gathering Visual Assets
High-quality visuals are non-negotiable for effective content. Depending on the client’s budget, we might hire a professional photographer to capture real estate-style images of a project. These typically cost $600–$800 per project, but the results are worth it. For standout projects, we go further with professional videography, which costs between $1,000 and $2,000.
When budgets are tight, I make do with phone photos or videos. The key is to ensure they are clear and visually appealing. Even simple visuals can look polished and professional with the right editing techniques.
Turning Raw Material into Engaging Content
I begin crafting the content once I have the client’s transcript and visuals. The text is cleaned and refined using tools like Grammarly or AI platforms. I use AI-generated voices from platforms like 11labs.io for voiceovers, ensuring they align with the brand’s tone. The voiceover is then synchronised with a slideshow of images, with transitions that match the narration. For instance, if the narration mentions a staircase or a balcony, I ensure those elements appear on screen at the right moment.
This combination of visuals and audio creates a seamless, engaging experience for the audience. By incorporating subtle zoom-ins and transitions set to relaxing music, the videos feel professional without requiring significant effort from the client.
Repurposing Content Across Platforms
One of the biggest advantages of this workflow is its versatility. From a single project, I create:
- A detailed project page with text, images, and video
- Social media content, including vertical and landscape clips
- Posts for Google Business Listings
This multi-channel approach amplifies the project’s reach, ensuring the client’s work is seen by a broader audience. It’s an efficient way to create an omnipresent online presence with minimal input from the client.
Why This System Works for SEO
At its core, this workflow isn’t just about content creation but driving engagement. Google prioritises content that keeps users on a site, and this system is designed to do just that. Visitors watch videos, read captions, and explore related projects more often. The longer they stay, the more Google values the site, boosting its rankings. Over time, this creates a snowball effect where increased engagement leads to higher visibility, attracting even more users.
Making Reluctant Clients Comfortable
One of the reasons this system works so well is that it respects the client’s comfort zone. By breaking the process into manageable steps and handling the heavy lifting, I ensure they can focus on what they do best—delivering great work—while I take care of showcasing it.
Scaling Across Industries
What makes this workflow even more powerful is its scalability. Whether it’s a builder, a pest controller, or a truck service provider, the system works. I've replicated this success across various industries by tailoring the questions, visuals, and tone to each niche. The result? Consistent, high-quality content that drives engagement, rankings, and leads.
Final Thoughts
This workflow has been a game-changer for my clients and my business. It combines AI, professional visuals, and strategic distribution to create content that stands out in a crowded digital space. Most importantly, it’s a system that works for clients too busy or reluctant to create content themselves. With this process in place, I’ve transformed how clients showcase their work and set them up for long-term success. This workflow might be your solution if you want to elevate your content creation strategy.
