Money is searched openly. What a monthly retainer covers, and where the range starts, is what a small business needs before it can consider hiring anybody, and vague pricing sends them to somebody who published a figure.
People search while trying to do it themselves. How often to post, what to post about and whether it is worth the time comes from an owner already exhausted by it, and answering honestly wins them when they give up.
Regulated sectors search differently. Healthcare, finance and legal clients look for somebody who understands what may and may not be said publicly, and that specialism removes most competitors immediately.
The unanswered inbox is the real problem. Businesses search for help replying to messages and reviews rather than for content, and matching that language reaches the client whose pain is already acute.