Make evidence easy to check
Separate a verifiable fact from an opinion or sales claim. Keep source notes and obtain permission for customer examples so the finished piece can be reviewed and updated without guessing. Allow time for checking, not just production.
Review existing pages before commissioning more. Update, combine, or remove material that repeats the same answer or is no longer accurate. Keep a short record of common questions and objections.
Useful structure
Answer the main question early, then explain choices, examples, and trade-offs. Headings should help the reader find information rather than repeat a target phrase. Use the findings to update the brief for the next stage.
Assign an owner and review date to important pages. Changing prices, procedures, or product details can leave otherwise strong content inaccurate. Keep enough history to separate a planned test from an unrelated change.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities