When buyers start researching a purchase, their first move is to search online.
If your content doesn’t offer even a ballpark price, prospects will click the next source (or AI will find it somewhere else for them) and your company is instantly out of the running.
For years, the Endless Customers System™ (formerly They Ask, You Answer) has helped hundreds of businesses publish clear, transparent cost articles that have generated millions in revenue by building immediate trust.
Because these articles mirror the exact questions buyers ask, they’re also primed for AI Overviews, putting your brand at the top of the page and in your sales team’s toolbox.
In this article, you’ll find a step‑by‑step framework you can use to create a winning cost article this week.
Yes, IMPACT offers coaching on the Endless Customers framework, so we do have a commercial stake in these recommendations.
That said, our broader mission is simple: help businesses become the most trusted voice in their space.
Whether or not you ever hire us, these steps will make your content more useful to buyers and more effective for your sales team.
Nearly 70% of Google searches end without a click to the results on that page. So is it still worth the resources to create cost articles for your business?
Absolutely.
Even as zero‑click results grow, search engines and language models still need authoritative sources to quote. A clear, transparent cost article positions your brand to win both the click and the citation.
Endless Customers identifies “Cost” as one of The Big 5: Questions every prospect asks.
A good cost article tackles the following things:
Although each of these is very helpful to anyone learning about pricing, the most important ones to discuss in order to teach “value” are the first five.
Leave any of these out and buyers will look elsewhere for answers.
Share as much as you reasonably can.
If a firm number isn’t possible, publish a realistic range and explain each factor that moves the price. Endless Customers calls this “Say what others aren’t willing to say,” the first pillar of a known and trusted brand.
These seven steps break writing a cost article into clear, manageable pieces. Nail each one and buyers will find the price answers they need without looking elsewhere.
Before you touch the keyboard, list the variables that change price. For products that might be material grades, add‑on features, or shipping costs. For services, consider scope, timeline, labor rates, and location. Having the full list prevents expensive rewrites later.
Rewrite each variable as a plain‑language question a buyer would type:
These headings make the article easy to skim and easy for AI to parse.
Open every section with a one‑sentence answer (bolded for visibility) then expand. For example:
"Adding installation typically raises the price by $4–$6 per square foot. Trained labor, safety gear, and seam tooling drive the extra cost."
Keeping the verdict first shows respect for busy readers.
Arrange content so each block can stand alone:
These self‑contained blocks double as assets for sales emails and social posts.
Drop a short FAQ after the main body to catch edge‑case questions:
This section often wins additional featured snippets.
Wrap up using the “4 R” pattern:
| Company |
Article |
What They Nail |
| FBi Buildings |
Breaks down five price variables and cites real numbers. |
|
| Fire & Ice HVAC |
“Cost of an Air Conditioner in 2025: Replacing Your AC Unit” |
Good headings plus helpful explainer video. |
| Linta Roofing |
Local title and CTA to a pricing estimator. |
How often should we update a cost article?
Review quarterly. Update if any driver shifts by roughly 10 percent or more.
What if prices vary by region?
Publish the national or “typical” range, note regional swings, and link to local guides if you have them.
Could competitors use our numbers against us?
Maybe, but the trust you gain outweighs the risk. Transparent pricing consistently improves lead quality and shortens sales cycles. Chances are they have a pretty good idea of what you charge anyway.
Should we gate detailed pricing in a PDF?
Keep core pricing public. If you want to gate something, gate the deep‑dive calculator or workbook.
Cost transparency is the quickest way to build trust under the Endless Customers Model. Get aligned with your sales team, publish your first article, and have your sales team use it in their process of Assignment Selling.
Need a full content roadmap? Check out the book, Endless Customers, and turn every buyer question into revenue.
Need any extra help? We're always here if you need us.