A buying guide is a long form article that helps readers make an informed purchasing decision. It provides considerations for a specific type of product, such as size, functionality, required maintenance and different features that might be available depending on the individual product or line of products. And of course, a buying guide should be optimized for SEO purposes.
How Long Should a Buying Guide Be?
There really isn’t a set length for buying guides, but most typically run between 800-1500 words. However, if there’s more information to include, they can run a lot longer.
How Should a Buying Guide be Formatted?
Because a buying guide is so long, it’s important to make it visually appealing and easy to read. Nobody likes a huge wall of text, and without the proper formatting, most people won’t take the time to read through a guide. With that in mind, a buying guide should be formatted into small chunks of easy to read continent.
Content should be broken up into short, bite sized paragraphs and sentences should be short and concise. A buying guide should also include the following, where appropriate and in moderation.
- Images
- Bullet lists
- Table
Remember, when writing a buying guide – as with any other type of content – it’s important to write to the client’s tone, voice and specifications. All information you need to write any type of content will be included in the creative brief, so be sure to check it often.