A small company wants to replace the software it uses to keep track of customers. During the discussion, the owner asks: “Do we have to redo everything?”
In this fictional example, she might mean the customer history, salespeople’s habits or the connection to accounting. Immediately turning that question into an article about “digital transformation” would lose the problem she is trying to solve.
First, ask what she is worried about losing. If the main concern is salespeople’s notes, the topic becomes clear: explain how to prepare to transfer customer history into a new system and what to check before committing.
Find the questions in the team’s daily work
Collect a few recent exchanges: call notes, emailed questions, objections before a proposal and support requests. Ask the people involved to preserve the customer’s wording before turning it into a headline.
Add a sentence of context. “Do we have to redo everything?” means something different when choosing software than when taking over a website. Record the date and where the question came from. Remove names and details that could identify the customer from the editorial working document.
AI can suggest other questions to explore. Label them as the team’s ideas until a customer has actually asked them. Appearing in a list does not establish that a question is common.
Understand the decision behind the words
People in the same company can have different concerns. Management may focus on cost and keeping work running. Salespeople want to retain their notes. Administration needs to know how information required for billing will move between systems.
For the fictional software change, you might prepare these topics:
| Customer question | What the article needs to explain |
|---|---|
| “Will we lose our old notes?” | Which data to retain, how to check a sample and who confirms the transfer. |
| “Who will train our employees?” | The responsibilities, languages and time to include in the proposal. |
| “Will our accounting system still work with this tool?” | The connections to check and the information to give the provider. |
| “Who will help us after launch?” | Support responsibilities and the limits of the purchased service. |
Each question does not require a new article. A short answer may improve the service page directly. A process with several steps may need a guide.
Take one explanation all the way to a useful action
Consider the old notes. A useful article first explains what preserving history involves: customer records, conversations and links between records may all matter. It then shows how the team checks what can be transferred and what will need manual work.
The person who knows the process can supply an example with fictional data. The reader can see why a name alone may not identify a customer, or why a missing field creates a problem. The article also explains who decides when a record is ambiguous.
It can end with the information to prepare before speaking with a provider. The reader leaves with a next step, rather than only learning that “migration is important.”
If your company offers this work, link the guide to the service page. That page must explain what you actually undertake. Describing a method in an article does not mean every step is included in your offer.
Choose topics that deserve the team’s time
Start with recurring questions in projects you want to take on. Also consider concerns that delay a decision and subjects your team can explain with facts or a demonstration.
Group wordings that need the same explanation. “Keep our notes,” “retain the history” and “transfer old records” may belong on one page. This avoids maintaining several nearly identical articles.
If you serve French- and English-speaking customers, check the questions in both languages. Preserve the customer’s constraints: changing “Québec City area” to “Canada” changes the request. Ask someone who speaks with customers to review industry terms.
Then choose a page to improve, a person who can explain the subject and a review date. Keep the original questions to examine what AI assistants answer later. New ideas can stay in a separate list; they should not quietly change the questions in a comparison already underway.
See all ten articles on how your business appears in AI answers
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