Buying advice FAQs and guides under the product grid
What they do
Under the grid sit four FAQs and three buying guides, all about sofas. The answers are proper advice rather than filler: the first one starts by telling you to mark the sofa out on your floor with masking tape.
Why it works
Everything above the fold is for the shopper who knows what they want. The FAQs and guides are for the one who doesn't, and they keep that research on Heal's rather than on a comparison site. Masking tape on the floor is advice a good shop assistant would give.
Makes sense when
Any category where people research as well as shop. Two things to do better than Heal's: add FAQPage schema to the FAQs (a one-line fix), and pick the guides per category, or you end up showing mattress advice to someone buying a sofa.
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