Examples: Good vs Bad

A neighborhood guide that provides genuine local insight, data-driven comparisons, personal anecdotes, and actionable information. The page helps someone truly understand what it's like to live in the area.

Deep, original content that answers real questions and demonstrates local expertise

• Unique local insights you can't find elsewhere
• Data and context that helps decision-making
• Clear structure that serves users at all research stages
• Subtle CTAs that feel natural, not pushy

A page with surface-level descriptions, stock photos, and generic information that could apply to any city. No unique insight, no real value for the reader.

Cookie-cutter content with no depth, originality, or genuine helpfulness

• Generic descriptions found on any real estate site
• Stock imagery with no local relevance
• No actionable information for decision-making
• Aggressive CTAs that prioritize conversion over value

The hero section immediately addresses the visitor's situation: 'Moving to St. Louis? Here's everything you need to know.' The focus is on the user's journey and questions.

Centers the visitor's needs and immediately provides value orientation

• Headline addresses the user's situation directly
• Clear pathways based on user intent (buying, selling, relocating)
• Trust signals woven naturally into the experience
• Navigation supports self-directed exploration

The hero section leads with '#1 Real Estate Team' and agent photos. Awards and accolades dominate. The visitor's needs are secondary to self-promotion.

Centers the agent's achievements instead of the visitor's needs

• Headline is about the agent, not the user
• Awards and rankings dominate above the fold
• No clear pathways for different user intents
• Feels like an advertisement rather than a resource