Knowledge Base/Offers and FAQs

What you sell, and who it suits

Your offers show how someone can actually work with you. Your FAQs handle the practical questions people have before they decide.

Both want to be accurate, current, and consistent with the pages a customer can go and look at.

This isn't a catalogue-building contest

There's a temptation to add everything you've ever sold, on the theory that more entries means more chances of something landing.

One current, clearly described offer is worth more than a cupboard full of abandoned lead magnets. Anything you'd be embarrassed to have someone actually enquire about probably shouldn't be in there.

Start with your main offer. Add the others when they genuinely help someone understand how to work with you.

Part one

Adding your offers

An offer is anything someone can buy from you or sign up to: a service, a course, a programme, a membership, a download. Only three things are needed to save one: which website it belongs to, what sort of offer it is, and what it's called.

Everything else is optional, and worth filling in where it's true and useful.

Name
What customers actually see it called on your website.
Type
Chosen from a list. Pick whichever best describes what someone receives.
Description
What it is, who it's for, how it's delivered, what's included.
Price
A single figure, plus a currency. There's a free option too.
Availability
Whether people can currently buy it. Keep this honest as things open and close.
Landing page
Where someone goes to learn more or buy. It doesn't have to be on your own site.
Image
A public link to an image, if you have one for it.

Use its real name

Use whatever the offer is actually called publicly, rather than inventing a more descriptive version for StructuredAF. If your programme is called Momentum, it's called Momentum.

If the name doesn't explain itself, that's what the description is for:

Name
Momentum
Description
A 12-week group programme for independent consultants building their first productised service. Fortnightly workshops, individual feedback, and practical help with positioning, pricing and selling it.

That gives the context without quietly renaming the thing behind your customers' backs.

Pick the type that fits

Choose based on what the customer receives, not on what you imagine a machine might prefer. A structured programme with a curriculum is a course. Ongoing access and community is a membership. One-to-one work is coaching or consulting.

If two options could fit, pick the one your customers would use if they were describing it to a friend.

Writing the description

Same as your business description: only the first 200 characters get published, so lead with the useful part. Cover what it is, who it's for, what it involves and what's included. There's no word count to hit. Explain it clearly and stop.

Vague
"A transformational programme giving ambitious entrepreneurs everything they need to reach the next level."
Clear
"A six-week online programme for freelance designers moving from hourly rates to fixed-price packages. Weekly group workshops, pricing templates, and feedback on one package you're building."

Be careful with outcomes. Describe what the offer is designed to help someone do, rather than what it guarantees they'll get. Results, client numbers and revenue figures are worth including when they're accurate and you can stand behind them. If a statistic came into being while you were writing the description, it isn't a statistic, it's fan fiction.

Pricing and availability

Add a price where you publish one, and make sure it matches what's on the linked page. It's a single figure rather than a range, so if your pricing genuinely varies, the description is the place to explain how.

If you don't publish prices, leave it blank. Don't invent a starting figure to make the profile look more complete. Someone finding a number here that doesn't exist anywhere else is worse than finding no number at all.

Keep availability current as things open, close and sell out. An offer honestly marked unavailable is better than sending someone to a checkout page that died during a previous government.

Part two

Answering the questions people ask

The useful ones are the questions you already answer over and over: in sales calls, in enquiry emails, in DMs, in that message you've now typed enough times you could recite it.

You don't need to hit a number. Add the questions whose answers genuinely help someone work out whether this is for them. Ten real ones beat thirty invented ones.

The sort of thing worth covering

Suitability
Who is this for? Do I need any experience? Is this suitable for beginners? Who isn't it right for?
How it works
What happens after I book? How are sessions delivered? How long does it take?
Practicalities
What's included? How much is it? Are payment plans available? Can I reschedule?
Where the edges are
What support is there between sessions? What isn't included? What if I can't make it live?

These are prompts, not a checklist. If nobody has ever asked something and the answer helps no one, leave it out.

Writing the answers

Answer the question in the first sentence, then add whatever detail someone actually needs. Length isn't the point. One sentence is fine if one sentence does it. A complicated policy might need more.

Vague
"Programme length varies depending on your circumstances."
Clear
"It runs for 12 weeks. Group sessions are fortnightly, with individual feedback in between. You keep access to the materials once the live programme finishes."

The second one answers the question. That's the whole trick.

Careful with "what results can I expect?" Explain what the work is designed to support and what affects the outcome. Don't promise a revenue figure or a timescale unless that promise is genuinely part of what you're selling, and you'd be comfortable being held to it.

Reusing what's on your website

Perfectly fine, and a sensible starting point, as long as it's still accurate. It's worth adding questions that also appear somewhere on your site rather than keeping a separate hidden set, so that anyone arriving from an AI answer finds the same information when they get there.

If you improve an answer here, check whether the version on your website needs the same treatment.

Before you generate

Worth a read back through everything with fresh eyes. Specifically:

  • Every offer is something you currently sell
  • Names and descriptions match what's on your website
  • Prices and availability are right
  • Links go to the correct live pages
  • Images open without anyone needing to log in
  • Intended outcomes aren't phrased as guarantees
  • FAQ answers agree with your terms and your policies
  • Anything you've stopped selling has gone

Your AI Profile should describe the business you're running now, not an archaeological record of everything you've sold since Mailchimp still had a monkey.

What comes next

With your business, your own details, your offers and your FAQs in, you're ready to generate. Open Add to Site and generate your AI Profile, and StructuredAF brings the lot together into the version your website uses.

Then it's a case of connecting it to your site, which depends on what your site is built with. Add or change an offer later, and you'll come back and regenerate.

Ready to finish your AI Profile?

Add what you currently sell, answer the questions you're already answering, and generate.

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