Give each page a clear job
A service page helps a customer decide whether you can help. A guide helps them understand or complete a task. A case study documents work and its observed results. We map these purposes before drafting so several pages do not compete to say the same thing.
Use an evidence brief before a writing brief
For every proposed page, record the intended reader, their decision, the facts needed, the expert who can verify them and the next useful step. Missing evidence becomes a research task rather than a sentence filled with a claim.
| Page | Ask the business | Evidence to collect |
|---|---|---|
| Service page | What is included and excluded? | Approved scope and actual delivery process |
| Comparison guide | What changes the recommendation? | Constraints and clearly labelled examples |
| Local page | What is different about serving this market? | Real logistics, coverage and permitted project evidence |
| Case study | What changed, when and according to which records? | Dated baseline, actions, results and attribution limits |
Keep review and updates accountable
The agreed workflow names a business reviewer and the person approving publication. We record material corrections and revisit pages when services, availability or supporting evidence change. A refreshed date should correspond to a meaningful content update.
Measure the page’s intended purpose
For a service page, look at relevant enquiries alongside available search data. For a guide, review the questions attracting readers and whether the next step makes sense. Page volume alone does not establish that the content is useful. The proposal specifies research, writing, implementation and ongoing review responsibilities.