Good phrases describe the needs associated with the actual offer. It is worth looking for them in customer questions and the way you choose the service, rather than just in a list of popular words.
Collect questions without correcting their language
Review the offer queries, call notes and questions asked before purchase. Save the terms used by the recipients. The name that the company uses internally may differ from the way the person looking for help describes the problem.
Do not publish private correspondence. It is about separating topics and wordings, with the omission of data and details of orders. Group questions according to the situation: start, compare, cost, limitations, maintain and change the existing solution.
Check match to offer
A popular phrase does not have to be a good goal. If the company does not offer the solution that the recipient is looking for, the move from such a query may lead to disappointment. It is also important to prepare a reliable, independent answer.
For each assessment group:
- whether it concerns the service or product available in the company;
- whether it is known at which stage of the decision the recipient is;
- whether you have the information needed to write useful content;
- whether there is already material to answer this question;
- What a sensible next step you can take.
Example with design service
The client can ask for a ‘page he will change himself’ without knowing the CMS shortcut. This statement suggests that the material about the panel should explain the daily edition, the range of independent changes and limitations. The addition of the abbreviation to the title does not solve the reader's needs.
In turn, the question of moving the old page requires discussing existing content, addresses and the way of transition. This is a different subject than the design of the first site, even if both end up talking to the same contractor.
Establish the order of study
Combine business significance, frequency of questions and shortcomings of the current page. There is no need to start with the most general password if a specific guide helps the recipients to make a decision more quickly. Update the list based on new calls and observations.
When selected, prepare query map and subpages. The editorial rules describe the material SEO texts without artificial phrase repetition.
