Demand capture

Content Opportunities

Stage	Topic	Customer question	Dimension	Format
Before the Job Exists	How to tell when it's time to replace it	Do I need a new one?	Functional	Guide
Before the Job Exists	What your everyday gear says about you	Does this matter?	Social	Article
Job Trigger	Buying for an occasion in under a week	Will it arrive in time?	Functional	Deadline-aware landing page
Job Trigger	Gift-buying for someone whose taste you don't know	What is safe to buy?	Social	Curated list
Job Research	Sizing, honestly: how our fit compares to three other brands	Which size am I here?	Functional	Comparison table
Job Research	What returners told us about this product	Why do people send it back?	Emotional	Data page
Hiring Decision	Our returns process, filmed end to end	How painful is this if it's wrong?	Emotional	Short video
Hiring Decision	Where our products are made and what they cost to make	Is the price justified?	Social	Transparency page
Job Execution	First-week care guide	How do I look after it?	Functional	Insert + email
Job Execution	How to style or set it up	Am I using this right?	Social	Photo guide
Post-Job	Customer photos in real conditions	Did it work for others like me?	Social	Gallery
Post-Job	Repair, resale and end-of-life	What do I do when I'm done with it?	Emotional	Service page

Stage	Topic	Customer question	Dimension	Format
Before the Job Exists	Five roof warning signs visible from the ground	Is my roof fine?	Functional	Illustrated guide
Before the Job Exists	What roof maintenance actually protects at resale	Does this matter later?	Social	Short article
Job Trigger	You have a ceiling stain — what to do in the first 48 hours	What do I do right now?	Emotional	Checklist
Job Trigger	Someone knocked on my door about my roof — is it legitimate?	Am I being scammed?	Emotional	Explainer
Job Research	Repair or replace: how the decision is actually made	Do I really need a new roof?	Functional	Decision guide
Job Research	Why roofing quotes vary by 3x	Which quote is honest?	Functional	Breakdown with sample quotes
Hiring Decision	Twelve questions to ask before signing	What should I check?	Emotional	Printable list
Hiring Decision	How to read a roofing warranty	What am I actually covered for?	Functional	Annotated example
Job Execution	What happens on install day	What should I expect?	Emotional	Timeline + photos
Job Execution	Handling your insurance claim alongside the work	Who files what?	Functional	Process guide
Post-Job	Your roof documentation pack, and why to keep it	What do I keep?	Social	Email + template
Post-Job	Annual roof check: what we look at	Is it still fine?	Emotional	Seasonal reminder

Stage	Topic	Customer question	Dimension	Format
Before the Job Exists	The five contract clauses that cause disputes later	Am I exposed?	Functional	Guide
Before the Job Exists	What good governance looks like for a small business	Am I doing this properly?	Social	Checklist
Job Trigger	You've received a letter before action — what it means	How serious is this?	Emotional	Plain-language explainer
Job Trigger	Deadlines that actually matter in the first two weeks	What must I do now?	Functional	Timeline
Job Research	How legal fees are structured, and which model suits which matter	What will this cost?	Functional	Explainer with worked examples
Job Research	Big firm, small firm, or template: honest trade-offs	Who should I hire?	Social	Comparison guide
Hiring Decision	What to ask a lawyer in the first call	How do I judge them?	Emotional	Question list
Hiring Decision	What our fixed-fee assessment includes	What exactly am I buying?	Functional	Scope page
Job Execution	What happens at each stage of your matter	Where are we now?	Emotional	Client portal + guide
Job Execution	How to prepare documents and evidence properly	What do you need from me?	Functional	Checklist
Post-Job	Preventing this from happening again	How do I avoid a repeat?	Functional	Debrief + template pack
Post-Job	How to talk about a resolved dispute	What do I tell people?	Social	Short guide