Choose articles around questions your clients actually ask

What this means for your practice

Choose topics from a named audience task and evidence of repeated confusion. Record where the question appeared before commissioning an article.

What to discuss with your agency

Ask your writer to propose the answer before proposing a word count. For example, a preparation guide should explain what the approved service instructions require and where to ask about uncertainty. Check existing pages first: a clearer answer in a familiar place may serve readers better than another disconnected article.

Put the brief into practice

Gather a small set of questions from the people who answer enquiries, removing personal details before recording them. Look for a specific uncertainty that prevents somebody deciding or taking the next step. A topic such as our services is broad; a question about what happens at the first appointment gives the writer a clearer job. Agree the intended reader, the answer they need and the appropriate next action. Ask the service owner to identify which facts require verification before drafting.

The resulting brief should help a writer choose useful examples and omit tangents. After publication, ask the team whether the same question still causes confusion and inspect the page if it does. A decline in repeated questions may be encouraging, but do not assume the article alone caused every change. Use the feedback to refine the explanation and identify the next genuine gap, rather than commissioning a fixed volume of articles without regard to what readers need.

How to check the result

Track whether enquiries about that specific unanswered question decline after publication.