We’ve talked about consistency. We told you that your website needs fresh, rich content to survive in the age of AI.
But that advice usually leads to a terrifying question: “What am I supposed to actually write about?”
Most business owners stare at a blank screen waiting for “creative inspiration.” But here is the secret: You don’t need creativity. You just need to answer the questions your team is being asked.
The Golden Rule of Content: The best content simply answers the questions your customers, clients, and patients ask your team every day.
Marcus Sheridan curated the main points below in his book They Ask, You Answer. His framework is simple: If your website doesn’t answer the prospect’s questions, they will go to the next website that does.
Many business owners are nervous about putting specific information online—especially regarding costs or limitations. But you have to realize the hard truth of 2026: If you hide information, you lose the sale. They won’t pick up the phone to call you; they will simply click “Back.”
If you are stuck, Sheridan suggests building your content around these Big 5 Categories:
- Price and Cost
- The Fear: “If I show my price, my competitors will undercut me.”
- The Reality: In the AI era, silence on price looks like you have something to hide. You don’t have to list every penny, but you must explain how you price. Write articles like “How Much Does a [Product/Service] Cost?” or “What Factors Drive Up the Cost of [Service]?” This builds massive trust and filters out leads who can’t afford you anyway.
- Problems (The “Negatives”)
- Address the elephant in the room. Write about the common problems with products in your industry. Be honest about who your product is not a good fit for. When you are willing to talk about the negatives, people trust you when you talk about the positives.
- Comparisons
- Shoppers are constantly comparing. Help them do it. Write honest comparisons between your product and a competitor’s, or compare “Option A vs. Option B” (e.g., Asphalt Shingles vs. Metal Roofs). If you give an unbiased breakdown, you control the narrative.
- Reviews and Case Studies
- Go beyond just a star rating. Write content about specific customers. What problem did they have? How did you solve it? What is their life like now? AI loves these detailed narratives because they provide context.
- “Best of” Lists
- People love lists. Write articles like “The Best [Products] for [Year]” or “The Top 5 Things to Look for When Hiring a [Service Provider].”
Don’t forget the FAQs.
This is low-hanging fruit. AI and Voice Search (Siri, Gemini) often pull answers directly from FAQ sections. If you answer the question clearly on your page, you become the “expert” the AI quotes.
The “Repurposing” Workflow. Don’t overwhelm yourself trying to create content for every platform separately.
- Write for Your Website First: Create a solid answer to a customer question on your blog/site.
- Repurpose: Take that link and share it on Facebook/LinkedIn.
Bonus AI Tip: Stuck on how to phrase an answer? Open ChatGPT or Gemini and type: “I run a [Type of Business]. My customers often ask [Insert Question]. Please write a 300-word blog post answering this question in a helpful, friendly tone that explains the pros and cons.” (Always edit the output to make sure it sounds like you and is factual for your business!)
If you are struggling to build a content calendar, reply to this email. Our team can help you identify the top questions in your industry that you should be answering right now.
Book a discovery call with BEST Digital and start building a site your customers will love.