Your prospects are already searching for answers. Every day, they type questions into Google about the thing you sell. The only question is whose website they find.
The most effective content strategy for an owner-managed business is also the simplest: answer the questions your customers actually ask. Not the questions you wish they'd ask — the real ones, including the uncomfortable ones.
That means writing about price. Every buyer wants to know what it costs, and most businesses refuse to say. The one that explains pricing honestly — even as a range, even as 'it depends, and here's what it depends on' — wins enormous trust and the majority of the search traffic.
It also means writing about problems. 'What goes wrong with…' and 'X versus Y' articles feel risky, but buyers search for them precisely because they want the unvarnished truth. Give it to them and you become the trusted voice before the first phone call.
This is the 'they ask, you answer' approach: your website becomes the most honest, useful resource in your market. It's not glamorous and it takes consistency. But it compounds — every article works for you around the clock, for years.