Online Content Specifics: How to Write Buying Guides for the Web

Buying guides, also called buyer’s guides and consumer guides, are found in online content on internet retailing sites, service companies, blogs, review and information sites and more. The purpose of a buying guide is for you to offer readers (on any type of site) guidance in making a purchasing decision.

Your goal as a writer is to provide information about a group of products or services. When deciding what to include in a buyer’s guide, think about the types of questions someone would ask you about a product or service. The buyer’s guides you write should aim to answer these questions:

  • What do your readers want to do with a product?
  • What problems are your readers looking to solve?
  • What important or unique features stand out for items within a broader category?
  • What are the benefits of those features?
  • What are the different solutions?
  • What are different end uses of the product?
  • What situations influence choosing one product over another?

Answering these questions in a buying guide helps your readers make decisions. Most of the people reading the guides you write don’t have time to do the research themselves. When you do it for them, you provide invaluable online content with maximum sales potential.

There are a few caveats as well. You want to avoid:

  • writing with sales-driven language
  • being biased toward one particular product brand
  • writing unhelpful information.

Write buyer’s guides with a specific audience in mind. Go beyond giving basic information. Consider the consumers most likely to want or need the information, and address guides toward them. Your end goal is to empower consumers to make buying decisions based on what you provide whether you’re writing the online content for your own blog followers or working as a paid writer for

Breaking down a buyer’s guide

In answering questions to flush out the content to include in a buyer’s guide, consider the pros and cons of certain features. Never speak against a brand or promote one over another. Stick to the facts.

If you’re writing about a cookware set, for example, highlight features of multiple brands by focusing on materials, special shapes or handles. Break down the pros and cons of different pan materials. Point out which work better on different types of stove tops. The key is to focus on what might be useful or provide a benefit to those who read your guide. Include details. Get specific, but stay unbiased and neutral.

Avoid creating a sales pitch. You want to provide information to help consumers make a decision, not try to make it for them. A good buyer’s guide creates its own value by establishing the site on which it appears as an authority on the product or service and as a trusted site. Whether you’re writing buying guides for your blog or writing content for a company, that’s a win-win situation.