Prepare around one buyer decision
Define the intended reader, the decision they are making and what the page must help them understand. Send the expert a short agenda, not a finished conclusion. Review existing service material, sales questions, proposals and relevant search language so interview time is used to clarify expertise rather than discover basic company facts.
Mark assumptions that need testing. Ask who else owns parts of the answer, which information is confidential and what evidence may be cited. Decide who has final factual authority. This preparation creates boundaries for an open conversation and prevents a writer from treating one person’s perspective as a complete organisational position.
- Target buyer and decision
- Current source material and recurring sales questions
- Assumptions requiring expert confirmation
- Factual owner and publication constraints
Ask for decisions, limits and evidence
Begin with the problem in the customer’s words, then follow the work from qualification through delivery. Ask how the expert distinguishes a suitable case, what alternatives a buyer considers, where projects fail and which details change the recommendation. Follow abstract statements with requests for an explanation, source or non-confidential example.
Capture exact terminology but also ask how it should be explained to a non-specialist stakeholder. Separate established fact, professional judgement and company preference. Record objections and uncomfortable questions; they often produce the most useful sections. Do not invent a statistic or customer story when the expert cannot provide approved evidence.
- Qualification criteria and unsuitable cases
- Process, alternatives and trade-offs
- Claims with source or reviewer
- Objections, terminology and safe examples
Convert the conversation into an accountable brief
Organise notes by the buyer questions the page must resolve. The brief should state purpose, audience, angle, key claims, supporting sources, required sections, internal links and next action. Flag uncertainties instead of smoothing them into confident copy. Attach the recording or detailed notes only where access and consent permit.
Return focused questions to the expert before drafting, then name the factual reviewer and marketing approver. During review, ask for corrections with reasons and resolve conflicting comments through the decision owner. Preserve a simple claim record so later updates can find the source and determine whether it remains current.
- Buyer-led outline and page purpose
- Approved claims, sources and open questions
- Named factual and editorial reviewers
- Traceable decisions for future updates
Frequently asked questions
Frequently asked questions
How long should an expert interview be?
It depends on the complexity and preparation. A focused session can be sufficient for a related page group when basic material is shared beforehand. Prefer a second targeted question round to an unfocused long meeting.
Should the writer send questions in advance?
Yes, as a concise agenda. It helps the expert gather sources and identify colleagues, while leaving room for follow-up questions that arise from the conversation.
Can an AI transcript replace interview notes?
A transcript can support recall but does not identify what is approved, material or confidential. The writer still needs to interpret the discussion, verify claims and obtain explicit review.