Home › Playbooks

Content Strategy Playbook

Pick the questions your buyer already asks

Start with your inbox and your call log, because the questions people ask before they buy are your page list.

Sales calls are the best source you have. Write down the exact wording, not the tidied-up version.

Watch the questions people ask after they buy as well. Those make the pages that stop the same call happening twice.

Do not start with keyword lists. The words people type are useful later, but the questions they ask tell you which pages should exist.

Then check that a page can really answer each one. If the honest answer is it depends, the page has to explain what it depends on.

One page, one question

A page that answers one question is easy to write and easy to find. A page that answers four is a filing problem.

Put the answer in the first two lines. Everything after that is support — the detail, the exceptions, the proof.

Length follows the question. Some answers need a paragraph and some need a page, and padding the short ones helps nobody.

That shape is also what an answer engine can quote. The AI answer engines like ChatGPT and Google's AI answers look for a passage that stands alone.

A simple order of work

Work in this order and you will not stall.

Keep the list somewhere you will actually see it. A content plan that lives in a document nobody opens is just a nice afternoon.

A short list you finish beats a long list you abandon, so plan for the pace you can really keep.

• Write the money questions first, the ones people ask before buying.
• Then the trust questions: who you are, what you charge, what goes wrong.
• Then the pages that help people who are still learning the subject.
• Link each new page from the one that would naturally lead to it.
• Revisit the oldest page every few months and fix what has gone stale.

How Microsite Generator handles this

The agent asks about your business and writes pages from your answers, so the plan and the draft happen in one conversation.

Naming a page yourself works too. Type it in plain paragraphs at no charge, or hand the agent a single line about the page's purpose and let it write the first draft.

Every page clears the compliance gate before publishing. The platform's page generator refuses pages that are a template with the town swapped, and edits that make pages too alike are refused too. Pages are individually built and checked against Google Search Essentials and modern web standards, and each has to be genuinely useful on its own.

Updated September 2026