Why this matters
An empty profile makes a visitor bounce; a first batch of useful answers makes you look established from day one. Answers also compound — searchers keep finding them for years, while ads stop the moment you stop paying.
What "done" looks like
- 5-10 pieces live on your two channels, each answering one real customer question
- The questions came from actual conversations, not a brainstorm
- Each piece ends with one next step (visit, book, join the list)
- A repeatable rhythm exists for producing the next batch
How to do it
- Collect the ten questions you actually get asked — from interviews, sales conversations, DMs, and competitors' comments.
- Answer the scary ones first: price, comparisons, who it's not for — the highest-intent, least-answered searches.
- Write like you talk. One question, one honest answer, no throat-clearing.
- Batch-produce in one or two sittings, adapting answers to your two channels' formats.
- Add one call to action per piece — usually the email list from the next step.
- Recycle relentlessly: one good answer becomes a post, a caption, an FAQ entry, and an email.
Common mistakes
- Writing about your business instead of your customer's questions
- Dodging price questions — the most-searched topic is the one most businesses avoid
- Publishing once, then vanishing for two months
Real-world examples
- River Pools, a Virginia fiberglass-pool installer nearly sunk by the 2008 crash, rebuilt by blogging honest answers to customer questions — including pricing — and became one of the most-trafficked pool websites anywhere; founder Marcus Sheridan turned the approach into the book They Ask, You Answer.
- Cost and comparison content is a documented winner: every buyer searches it, few address it.
From a founder's point of view
Your sales conversations are already content — you answer the same ten questions every week. Publish them once and the next customer arrives pre-answered, and poor fits filter themselves out for free.
Rule of thumb
If a stranger could read your first batch and learn your prices, process, and fit — without messaging you — the batch is done.