What you sell, and who it's for

You don't need a huge catalogue of offers.

If you have one main coaching programme, that's absolutely fine. If you offer consulting, courses and several different services, you can describe those separately.

The important thing is that everything you include is current, accurate and available to your customers. There's no advantage in adding everything you've ever sold just to make your profile look fuller.

One clearly described, current offer is worth more than a cupboard full of abandoned lead magnets.

Start with your main offer. Add the others when they help explain how someone can work with you.

In StructuredAF, an offer is anything someone can buy from you or sign up for. That could be a one-to-one coaching package, consulting service, group programme, online course, membership, digital download or free resource.

You only need three things to save an offer: the website it belongs to, its type and its name. But it's worth completing the other fields wherever you have useful information to add.

If your programme is called Momentum, call it Momentum here too. You don't need to rename it “Business Growth and Transformation Programme for Consultants” just to make it sound more descriptive. That's what the description field is for.

Now someone can understand both what the programme is called and what it actually does.

Think about what your customer is buying, rather than what you imagine an AI system might prefer.

If two categories seem suitable, choose the one your customers would naturally use to describe it.

Explain what it is, who it's for, how it works and what's included.

The second version gives someone a much better idea of whether the programme might suit them. You don't need to hit a particular word count. Explain it clearly and stop.

If you publish a price, add it here and make sure it matches the price on your sales page. StructuredAF accepts a single figure rather than a range. If your prices vary depending on the work involved, you can explain that in the description.

And if you don't publish prices, leave the field blank. There's no need to invent a starting price just to fill the space.

Keep availability up to date, too.

An honestly unavailable offer is better than sending someone to a checkout page that died during a previous government.

Think about the questions you answer in sales calls, enquiry emails, DMs or conversations with potential clients. The ones you've answered so often you could probably type them in your sleep.

Those are exactly the questions worth including.

You don't need to create an enormous FAQ section or invent questions nobody has ever asked. Start with the things people genuinely want to know before deciding whether your service is right for them.

These are examples, not a checklist. Choose the questions that make sense for your actual business.

The simplest approach is usually the best. Answer the question first. Then add any detail someone needs to understand it. You don't need three paragraphs when one sentence will do.

The second answer actually tells someone what they need to know. That's the whole trick.

For questions about results, explain what your work is designed to support and what might affect the outcome. Avoid promising particular revenue figures, client numbers or timescales unless those guarantees genuinely form part of your offer and you're prepared to stand behind them.

Absolutely. In fact, that's a sensible place to start. If you've already answered common questions on your sales pages, you don't need to write everything again. Just check that the answers are still accurate.

Ideally, the information in StructuredAF should agree with what someone finds when they visit your website. If you improve an answer in your AI Profile, it's worth checking whether your website needs the same update.

The wording doesn't have to be identical. The facts should be.