The short answer
Send five things: the real questions customers ask, how your process actually works step by step, credentials with proof, real examples and numbers you may share, and honest price ranges. Also tell us what not to say. Specific, verifiable detail beats adjectives every time.
Why your input matters more than ours
We can write clearly, structure a page and make it readable by machines. We cannot invent how you quote a job, which certification you hold or what usually goes wrong in month two. If the page lacks that, it will read like every competitor's page, and an assistant has no reason to prefer it.
This is also a safety matter. We never publish a claim we cannot back, and every fact on the page needs a source: you, a document, or a public record. The more of that you hand over up front, the fewer questions and delays later.
1. The real questions
Send the questions customers actually ask, in their words. The best sources are your sales calls, emails, chat transcripts, reviews and the questions you find yourself answering every week. Add the objections ("why is it that expensive?") and the awkward ones ("what if it doesn't work?").
- The ten questions you hear most.
- The three that lose you deals when you answer them badly.
- Questions people ask before they know you exist.
- Comparison questions between your approach and common alternatives, without naming competitors.
2. Real process details
Describe what happens from first contact to finished work. Include timeframes you can stand behind, what you need from the customer, what you do not do, and where things commonly go wrong. Process detail is the hardest thing for a competitor to copy and the easiest for a reader to trust.
- 1List each stage in order.
- 2For each stage, say who does it, what the customer sees and how long it usually takes, as a range.
- 3Name the common delays and what causes them.
- 4Say what is included and what costs extra.
3. Credentials, with proof
Licences, certifications, memberships, training, years in practice and named awards all help, if they can be checked. For each one send the exact name, the issuing body and a link or document. If a credential is regulated, tell us the registration number format that is public.
Do not send anything you are not allowed to publish, and tell us if a credential has conditions on how it can be mentioned. We do not make legal or compliance judgments, so regulated industries should clear wording with their own adviser.
4. Proof you can share
Proof is anything that shows the work is real: case descriptions, before-and-after numbers, photos, recorded testimonials with permission, and public reviews. Numbers must be yours, with the period they cover. If you cannot share a customer name, an anonymous description with a real range is fine, and we will label it as anonymous.
5. Pricing ranges
Buyers ask "how much?" before almost anything else, and an answer page that dodges it loses to one that does not. You do not need a rate card. A range with the factors that move it is enough.
Tell us the typical low and high, what pushes a job toward each end, and what is not included. Our website cost guide shows how we explain a range without false precision.
What not to say
- No promises you cannot keep: guaranteed results, best in the city, fastest, cheapest.
- No claims about competitors by name.
- No statistics without a source.
- No customer details or results you do not have permission to share.
- No legal, medical or tax advice presented as a certainty.
If your trade body has advertising rules, send them. We will follow them, but you remain responsible for confirming compliance.
How to check your own material before sending
Read each sentence you plan to send and ask three questions. Could a competitor say exactly the same thing? Could a stranger check it? Does it contain a number, a name, a date or a step? If the answer to the first is yes and the other two are no, it is filler, and it is better to leave it out than to dress it up.
A useful test is to read a sentence aloud and replace your company name with a competitor's. If the sentence still works, it does not say anything about you. "We care about quality" passes that test for everyone. "Every install is photographed before we leave and the photos are sent to the customer" does not, because only you can say it.
Also flag anything that changes often, such as prices, staff names or seasonal hours. Tell us how often it changes and who will tell us when it does, so the page does not quietly go out of date. Stale facts on an answer page are worse than no page, because an assistant may repeat them for months.
Weak versus strong material
| Topic | Weak (generic) | Strong (specific) |
|---|---|---|
| Process | We take a tailored approach to every client. | Week 1: site visit and measurements. Week 2: written quote. Install takes 2 to 3 days, longer if the roof needs repair. |
| Credentials | Highly qualified, experienced team. | Licensed electrical contractor since 2009. Master electrician on every job. Insurance certificate available on request. |
| Pricing | Competitive rates. | Most home rewires cost between $6,000 and $14,000. Size, access and panel upgrades move the price. |
| Proof | Hundreds of happy customers. | 4.8 average from 212 public Google reviews as of September. Case: 1960s home rewired in 6 days with no wall damage beyond access holes. |
Example: What a strong brief looks like
A landscaping firm sends one document: twelve customer questions copied from emails, a six-stage process with day ranges, its licence number and insurance link, a price range for three common projects with what changes them, eight photos with permission and a list of three phrases the owner never wants used. The page that results can answer "how much does a retaining wall cost in Denver" with real figures and a real process. A brief that said "we are friendly and reliable" could not.
When to ask us
You do not need to write it well, only completely. Put your material in one document, share it as a Google Drive or Dropbox link and send it through the support form in a single ticket. Videos work: record a Loom of yourself explaining the process and we will pull the detail. Never send passwords. For the wider picture, see our AEO service, what to send us and how AI chooses sources.
