Writing content that helps customers decide

Start with questions, not slogans

Collect pre-purchase questions: who the service suits, how alternatives differ and what costs apply. Answer with details the business can verify.

Show examples and limitations

Use work, processes and scope examples. Explain inclusions and exclusions rather than unsupported “best” claims or guarantees.

Connect to the next step

Choose an action suited to the page: explore examples, compare options or send a brief. Test whether readers understand the next step and use enquiry quality to improve the copy.