Turn SME insights into page content

You’ll be swimming in “expert” data at this point. Pages of notes, call transcripts, and numerous insights.

The challenge now is organising this information in a way that’s useful for your product or service page development.

Lucky for you, we have a free framework you can use…

A Google Sheet to help you create the best product or service page possible.

On the “Subject Matter Expert Input” tab of this spreadsheet, you will see a framework you can fill out. This will let you take your features and translate into copy for your product or service page.

We will do this for every product or service page. Start by listing your solution’s technical features. For each one, document:

• The core technical feature
• How it works (in simple terms)
• Why it matters to customers
• Specific problems it solves
• Measurable benefits it provides

This exercise helps bridge the gap between technical specifications and customer value.

Often, what your SMEs find most impressive technically, isn’t what customers care about most.

For example, your engineering team might be proud of your system’s microservices architecture. But customers don’t care about that… (tbf, what does that even mean!?)

Prospects care that your solution is more reliable, scales better, and integrates more easily with their existing tools.

Your job is to find the intersection between the two. This is how you need to present the info on your product page.

Once you’ve completed that sheet, keep it safe. We’ll return to it later.

Create an ongoing SME feedback loop 

The most successful B2B companies don’t treat Subject Matter Expert input as a one-time event. Instead, they create systems for ongoing knowledge sharing.

Consider setting up a regular cadence of SME check-ins to learn about new capabilities, understand upcoming features, gather new customer success stories, and stay ahead of industry trends.

These chats ensure your pages remain up to date and continue to convert to prospects.

So far, we’ve covered customer research and gleaned insights from Subject Matter Experts. Now, it’s time to review your competitors.