Drafting a Q&A Page and Writing Honest Comparison Pages

In this lesson

The first two lessons fixed your existing facts. This one is about new content: a Q&A page that answers customer questions directly, and a comparison page that puts you next to competitors.

Both follow the same rule: clear, verifiable and consistent with your fact sheet.

Which questions to answer

Don't invent questions at your desk. Collect the ones customers really ask:

• the most common questions reaching sales, onboarding and support;
• questions that keep coming up in reviews, community threads such as Reddit, and social media;
• what people type into your site search or help centre, if you have one;
• the branded questions the AI got wrong in Lesson 2.

Don't copy somebody else's ready-made question list. Your customers ask your questions.

Map each question to a fact on your sheet. A question whose answer isn't on the sheet means the sheet is missing something.

Answer-first writing rules

1. The first sentence is the answer. Yes, no, a number or a date. Explanation comes after.
2. One question, one heading. Readers and AI alike should find the answer right under the heading.
3. Write verifiable facts. Use a price instead of "affordable", a number of hours instead of "fast support".
4. Match the fact sheet. Prices, trial lengths and hours are identical to the sheet.
5. Write it as text. Don't leave key facts only inside an image or PDF.
6. Add a date. "Last updated" tells readers how fresh the information is.
7. Keep it short. If an answer runs past a few sentences, the question probably needs splitting.

Draft (representative)

Acme Helpdesk is fictional. The draft below was written for this lesson; adapt it with your own facts.

# Acme Helpdesk: frequently asked questions
Last updated: 1 October 2026

## How much does Acme Helpdesk cost?
Plans start at $15 per agent per month, billed monthly. There are no setup fees.

## How long is the free trial?
14 days, with every feature included. No credit card is needed to start.

## What kind of tool is Acme Helpdesk?
Help-desk software for small teams: one shared inbox for email and chat, with ticket assignment and saved replies.

## Can I cancel any time?
Yes. Monthly plans can be cancelled at any time and stop at the end of the billing month.

## When was Acme Helpdesk founded?
2018.

Every answer rests on a row of the fact sheet. The errors found in Lesson 2 (category, price, trial length) are each stated plainly and correctly here.

Why comparison pages must be honest

Buyers ask "X or Y?", and they ask AI assistants too. A comparison page is your answer. A one-sided page carries two risks:

• It contradicts other sources. Get a competitor's price or feature wrong and you've recreated Lesson 1's consistency problem, this time about someone else. Readers and AI will find different information elsewhere.
• It damages trust. Unproven "best", "cheapest" or "number one" claims make readers doubt the rest of the page.

Rules for an honest comparison

1. State the criteria up front: what you're comparing and why those criteria.
2. Date it. Prices and features change, so say when the comparison was made.
3. Only write verifiable facts about the competitor. Cite their current public pages.
4. Say where the competitor is stronger. An honest answer to "who are we not right for?" is the most credible part of the page.
5. No unproven superiority claims. If you write "cheapest", have a current comparison that shows it. Otherwise leave it out.
6. Don't disparage. Compare; don't judge.
7. Check the rules. Rules on comparative advertising and using competitor names vary by country. If unsure, ask a legal adviser before publishing.

Representative example: the brand, competitor and values are fictional.

If your team handles support by phone, Competitor A covers that today and we don't.

That sentence looks like it works against Acme Helpdesk, but it's what makes the page credible.

Publishing a page doesn't guarantee AI visibility. Measure its effect over comparable weeks, as Module 6 explains.

Summary

• Q&A questions come from what your customers actually ask, not from a copied list.
• The first sentence is the answer, and each question gets its own heading. Facts are verifiable, match the sheet, are written as text and are dated.
• Comparison pages must be honest: clear criteria and date, verifiable competitor facts, and an open statement of where the competitor is stronger.
• Unproven "best" or "cheapest" claims create inconsistency and damage trust.
• Publishing content doesn't guarantee visibility; track its effect with comparable measurements.