How to write an article on the best way to choose a business from your industry

Professional content is a great way to attract potential customers to your website and to strengthen your brand. By offering customers valuable content that touches on their main challenges, you’ll turn yourself into a source of professional knowledge – and adding to your brand authority.

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One of the key dilemmas every customer faces is how to choose the right business or professional. Whether they’re in need of a lawyer or a handyman, they are bound to come across many options, with different offerings and different pricing.

One of the most valuable pieces of advice you could give them is how to pick the right services for their needs.

So, this is how you can write an effective article on choosing a professional or business in your industry:

  1. Headline

Your headline should engage your readers and entice them to read more. On the other hand, it should be informative enough so they know what they’re about to read and what they should expect. Here are some examples of headlines:

  • The Secret to Picking an Electrician
  • All The Ways to Choose a Lawyer
  • What You Should Know About Picking the Right Landscape Gardener

  1. Intro paragraph

Your intro paragraph should explain why you’ve decided to write this article and present your subject. You can connect your choice to write the article to the fact that this is a dilemma for many customers, and that there is a lot of information out there, which actually makes it harder to choose. Try to relate to your customers’ challenges and make them feel like you understand what they’re going through. This should help create engagement with your article. You can even use some sentences from this article’s intro paragraph and work them into your own.  

  1. Body of the article

The body of your article should be about different ways or criteria to pick a professional or business in your industry. Every industry is different, so you definitely have valuable input as an expert in your field. But there are also factors that different industries have in common. So here are a few examples of criteria for picking a professional, that you could include in your article:

  • Qualifications and certifications (specify which qualifications are the minimal standard in your industry)
  • Experience with similar customers
  • Distance from the business – would the customers require frequent meetings?
  • Fees and commissions (specify the range a customer should expect)
  • Range of services (specify about the services a customer should expect)
  • Ability to grow with the customer and adapt to their needs

You could offer readers different ways to discover what the best business for them is, such as:

  • Doing research (specify ways and websites or directories that could offer the best information
  • Deciding on a specific list of services before embarking on a search
  • Meeting in person with the prospective business
  • Reviewing the business’ portfolio
  • Getting references from existing customers
  • Looking at online reviews
  • Tapping into various networks (professional ones if relevant, social media networks, etc.) to get recommendations

  1. Summary paragraph

In the summary paragraph you can give additional advice to your readers, but it can be more general. This is also the place to offer them your own services. However, it’s important not to be overly “salesy”. You can instead say that your business offers various services and would be happy to arrange meetings with potential customers and advise them further.

  1. Tone of voice

The language you use in your article should be one that its readers can understand and relate to. Avoid using too many professional or technical terms as your audience may not be familiar with them. If you do need to use specialised terms, explain them right away.  

Another thing to keep in mind is empathy. Your readers need to feel that you understand their challenges and are trying to offer your help. Try to communicate that you are on their side, and are relating to them as a person rather than a business.

With the perfect balance, you can find a way to show your customer that you are the expert in the industry but also a human, reliable person who will not talk down to them.