A technical article is the long answer to a question your office hears every week. "Why is my boiler making a kettling noise?" "Is it worth replacing a 25-year-old cast-iron boiler that still works?" "What's an outdoor reset?" When your site answers those questions honestly, the person reading it starts to see you as the expert in their area, and the call follows.
What we write
We write explanatory content: how things work, what to expect, what the options are, and when to bring in a professional. Every article ends where a homeowner's safe involvement ends.
Core topic groups:
- How it works: combi, system and conventional boilers; condensing versus non-condensing; zoning; outdoor reset; indirect hot water
- Owning a boiler: what annual service covers, what a normal operating sound or reading looks like, how long components typically last
- Deciding: repair or replace, boiler or heat pump or both, sizing explained without formulas
- Symptoms and warnings: what a noise, leak or error might mean, and why each one is a reason to call a licensed technician rather than a reason to open the cabinet
- Money: what drives installed cost, and current rebates by province, dated and sourced
Who it's for
Articles suit companies willing to play a longer game. They take months to build traffic, but they keep working for years. They fit best when your service pages and model pages are already in place, so readers have somewhere to go next.
For scale, look at HeatLand: its library passed 850+ SEO articles, and leads grew 300% in 6 months. Most boiler companies need far fewer, but the same rule applies: answer real questions thoroughly and link every answer to a way to get help.
What's included
- Question research. Search data, your call logs and your techs' notes, grouped into topics.
- Editorial calendar. A ranked list of articles with target questions, word counts and the service page each one supports.
- Writing. Plain-language drafts in Canadian English, with French versions where you serve francophone markets.
- Technical review. Your licensed staff check every claim. We add a "reviewed by" line naming the role, if you wish.
- Safety edit. We remove anything that reads like an instruction to work on gas, venting, electrical or pressurised parts.
- FAQ library. Short answers grouped by topic, marked up with FAQ structured data where the page shows them.
- Refresh cycle. Rebate and program references are rechecked every quarter.
Timeline
Articles are a steady, monthly service rather than a one-off project, and they reward patience more than any other format. Expect four articles a month on a typical plan. The first month includes research and the calendar, so the first articles go live in weeks three and four. Organic traffic from a new article typically builds over three to six months.
How we measure results
- Search impressions and clicks for the target question
- Time on page and scroll depth, as a check that people actually read
- Clicks from the article to a service page, and calls, texts or emails that follow
- Which articles your office sends to customers, which is often the clearest sign an article is genuinely useful
Mistakes to avoid
- Writing for search engines instead of people. Repeating "boiler repair Toronto" ten times doesn't help anyone.
- Hedged non-answers. If the honest answer is "most boilers last 15 to 25 years, depending on maintenance and water quality, but your installer's assessment matters more", say it.
- DIY creep. "Check your pressure gauge" is fine. "Here's how to top it up" is not.
- Undated rebate claims. A rebate article from 2023 that still says "apply now" damages trust.
- No next step. Every article needs a link to the relevant service and a clear way to call, text or email.
Our safety line guide shows the editing rules we apply. Pair articles with explainer videos, or talk to us about your editorial calendar.
Frequently asked questions
Isn't technical content risky for a boiler company?
Only when it tells people to do things. An article that explains why boiler pressure matters and what a normal reading looks like on the owner's gauge is helpful. An article that tells them how to add water to the system is not, so we don't write those.
How long are the articles?
Usually 1,200 to 2,000 words for a core topic, and 150 to 300 words per FAQ answer. Length follows the question; we don't pad.
Do you use AI to write them?
We use tools for research and outlines, but every article is written and edited by a person and reviewed by your licensed staff. Technical accuracy and your company's real experience are what make an article worth ranking.
How many articles should we publish?
Fewer than you think, done well. Twelve strong articles that cover the main questions in your market will usually do more than fifty thin posts.