Your customers and prospects are already telling you what they care about. Every repeated question is a hint that there are people searching for the same answer. The challenge is to turn those conversations into content in a consistent way.

Capture the questions in a simple list

• Write down questions you hear on calls, emails, and chats.
• Group them by topic, service, or stage in the process.
• Highlight the questions that come up most often.

This becomes your starting inventory of search friendly topics. You do not need keyword tools to get going, just careful listening.

Turn each question into its own page

Instead of creating one long FAQ page, consider giving important questions their own articles.

• Use the question, or a close version of it, as the page title.
• Answer it directly near the top of the page.
• Add context, examples, and next steps below that.

This is exactly the core of an Information Center. It is simply a structured place where these question based articles live and connect to your main services.