Look at the "Services" page of any professional website. It describes what the business can do, in the business's own words.
Now look at what people actually type into Google. They describe a problem, in their own words, often without knowing the name of the service that solves it.
Between those two vocabularies sits an empty space. Almost all of search performance is decided in that space.
Nobody searches for a service, everybody searches for a way out
A business owner does not wake up thinking they need a "data architecture overhaul". They wake up thinking they cannot work out why margins are falling while revenue climbs.
Those are two phrasings of the same problem. The first is yours. The second is theirs, and it is the only one they will type.
As long as your content is written in the first vocabulary, it is invisible to the people using the second. The job is to write from their side of the gap.
Three levels of discomfort, three kinds of content
Not all pain points are equal, and they do not produce the same content.
The first level is the symptom. The person notices something is wrong without knowing where it comes from. "Why are my customers not coming back." Content answering this level explains possible causes. It attracts broadly, converts poorly, but establishes trust early.
The second level is the diagnosis. The person has identified the cause and wants to know how to treat it. "How to re-engage inactive customers." Content here is more technical, attracts fewer people, and converts considerably better.
The third level is the decision. The person knows what they want and is comparing. "How much does a customer re-engagement system cost", "agency or freelancer for a CRM". Content at this level attracts few visitors, but they are the only ones ready to sign.
Most sites only produce first-level content, then wonder why they have traffic and no enquiries.
Where to find these pain points without inventing them
You do not need to guess. They are already written down somewhere.
Your own pre-signature correspondence contains the objections, hesitations, and recurring questions, naturally phrased. Your discovery calls contain the problem as the client actually experiences it. Reviews left for your competitors, especially the bad ones, say precisely what somebody felt was missing.
Those three sources are enough to fill a year of editorial calendar without imagining anything.
The complete answer rule
One last point, and it is the one that separates content that ranks from content that merely accumulates.
When you take on a question, answer it fully. Do not save the real answer for the sales call.
The worry is understandable: if I give everything away, why would they pay me? In practice the opposite happens. Someone who fully explains how to solve a problem demonstrates that they can solve it. A portion of readers will go and do it themselves, and those people were never going to pay you anyway. The rest, the ones with budget and no time, will have understood exactly why they want it to be you.
An incomplete answer, by contrast, convinces nobody and does not rank, because Google is reasonably good at measuring whether people found what they came for.