Collect the Words People Use
Keep a short list going after calls and inquiries. Write each question in plain language and leave out names and private details. Notice which questions come up before someone buys, during the work and afterward.
A question about whether you handle a certain kind of project may point to a gap on a service page. A question about how to get ready may deserve a checklist.
Air-Weigh’s Guides Bring In 41% of Its Google Clicks
Air-Weigh makes on-board scales for trucks. Its website has a detailed weight-law guide for each state, answering the question a fleet manager or driver types into Google.
August 17 to September 13, 2026. Google Search Console clicks and impressions; AI-assistant sessions from Google Analytics (75 attributed to ChatGPT). Site-wide activity, not sales.
Answer the exact question
The California and Texas guides each run about 900 words, and they rank for questions as specific as the bridge-law chart for Montana.
See the Air-Weigh project →
Choose the Question That Helps Someone Decide
Start with the subjects that help the right customer understand what you offer. You can skip some questions. A few are too personal, some are better answered one-on-one and some are already covered on the site.
Ask yourself: would having this answer on the website save me from explaining it again next week?
Write the Answer the Way You’d Say It
Open with a direct answer. Add the conditions that matter, a real example and the point where someone should call you about their own situation. Keep the answer tied to the work your business actually does.
Then decide where it goes. Adding the answer to a service page can be more helpful than a standalone article. Once it is published, listen for the next version of the question. A customer’s follow-up often tells you which detail the first answer still needs.
Metal Finishing Group Explains Every Process in Detail
Metal Finishing Group’s website gives each finishing process its own technical article, written for the engineers and buyers who specify them.
Google Search Console August 19 to September 15, 2026; Google Analytics August 20 to September 16, 2026. Google Analytics also recorded 10 sessions in its AI Assistant channel.
Technical content for technical buyers
An engineer comparing anodizing types finds the specifications, the process and the industries it serves on one page.
See the Metal Finishing Group project →
I run Good Creations in Grants Pass. I work directly with business owners on website design, content, and search. My work includes service writing, inventory websites, and custom publishing tools.
Meet Bob
