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Content Strategy Blueprint

How to Build Content that Boost Credibility and Makes You Stand Out

Each topic or idea below is designed to build credibility, trust, and authority for your business. Keep it simple: one idea per page, post, or message. Don’t try to fit everything onto a single page. Focusing on a single idea makes your message clearer, more persuasive, and more likely to convert readers into customers. For each section, you’ll find guidance on what to say, how to say it, and why it matters, so you can communicate effectively and make every word count.

Service / Offer Pages

Goal: Show prospects you understand their problem—and that you’re the solution.

How to write it:

  • Start with the problem, pain point, or question your ideal customer already has.

  • Agitate the problem: explain what happens if it’s not fixed.

  • Introduce your service as the clear, simple solution.

  • Explain how it works in plain English (no jargon).

  • Highlight outcomes, not features (results > specs).

  • End with a strong CTA (book a call, request a quote, get started).

Case Studies, Testimonials, Reviews

Goal: Increase trust through proof.

How to write it:

  • Tell a before → during → after story.

  • Describe:

    • The customer’s situation and struggle

    • Why they chose you

    • What you did differently

  • The results they achieved (numbers if possible)

  • Use:

    • Written testimonials

    • Video testimonials

    • Screenshots, photos, or data

About Your Business

Goal: Build trust, not talk about yourself.

Reality check: People don’t care about you, they care about whether you can help them.

How to write it:

  • Start with who you help and why.

  • Share your story only as it relates to solving their problem.

  • Explain your experience, credibility, and mission.

  • Tie everything back to how it benefits the customer.

  • ❌ Avoid: “We were founded in 2012…”

  • ✅ Use: “We built this company because we saw businesses struggling with…”

Step-by-Step Process

Goal: Reduce uncertainty and increase confidence.

How to write it:

  • Break your service into clear steps (usually 3–7).

  • Explain what happens at each step.

  • Clarify what the customer needs to do (if anything).

  • Set expectations around communication, timelines, and outcomes.

Why Choose Us?

Goal: Remove objections before they’re voiced.

How to write it:

  • Summarize your strongest differentiators.

  • Highlight: Experience, speed, support, process, results

  • Compare yourself subtly to common industry frustrations (without naming competitors).

FAQs - Frequently Asked Questions

Goal: Remove objections before they’re voiced.

How to write it:

  • Answer the most common questions in your industry.

  • Pricing questions

  • Timeline questions

  • “Is this right for me?” questions

  • Risk or concern-based questions

  • Use tools like AnswerThePublic or sales call notes.

Pricing (How you price):

Goal: Reduce anxiety and qualify leads.

How to write it:

  • Be transparent where possible.

  • Explain how pricing works, even if you don’t list exact numbers.

  • Clarify what affects price (scope, size, complexity).

  • Anchor pricing to value, not cost.

💬 Clarity beats secrecy. Confused prospects don’t buy.

Who You Serve (Ideal Customer Page)

Goal: Make prospects feel like your message was written specifically for them.

How to use:

How to write it:

  • Clearly state who your services are for (and not for).

  • Describe their current situation and goals.

  • Tell a short story of how you started serving this group and why you’re committed to them.

Guarantee / Risk Reversal

Goal: Remove fear and increase action.

How to write it:

  • Clearly state what happens if something goes wrong.

  • Include: Guarantees, warranties, refund policies, insurance or protections.

  • Emphasize that the risk is on you, not the customer.

Product/service comparisons

Goal: Frame the comparison in a way that highlights your strengths

  • Start with the buyer’s real question or dilemma

  • Clearly explain the two (or more) options being compared

  • Be honest about who each option is best for

  • Compare what actually matters to buyers (price, time, risk, results, support)

  • Highlight the tradeoffs, not just features

  • Reframe those tradeoffs to show why your option makes sense

  • Call out who you are not a good fit for

  • Summarize which option works best for most situations

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