Choose a job with a recognizable starting point
A feature page explains a capability. A use-case page explains why someone would use that capability in a particular situation. Begin with the audience, the event that starts the work, and the result they need. ‘A client has reviewed the latest design and the agency needs an approval record’ is a more useful starting point than a broad claim about transforming collaboration.
Talk to people who perform the job, or use your product team’s verified support knowledge. Record what they do before opening the software and what happens afterward. Keep the final page focused on a situation the current product supports. A future roadmap idea should not be presented as an available workflow.
Outline the workflow before writing the pitch
The following fictional example shows the level of detail a useful page plan needs. It describes a hypothetical approval workflow rather than a reviewed product.
| Stage | What the reader needs | Evidence to prepare |
|---|---|---|
| Starting situation | A specific version is ready for client review | The input and prerequisites |
| Main action | The client reviews and records a decision | A current interface walkthrough |
| Handoff | The team knows which version was approved | The resulting record or export |
| Limit | The workflow has defined access and file constraints | Plan and permission documentation |
Show the product at the moment it changes the work
Use screenshots, a short demo, or a clearly described sequence to explain the important transition. Name the input, the action, and the output. If setup is required, tell the reader what account, plan, or integration is needed before showing a result that would otherwise look effortless.
Keep benefits tied to observable behavior. ‘The approval is attached to the reviewed version’ gives a reader something to verify. A claim that every team will save a fixed number of hours needs separate evidence. If you have a customer example, identify its source and context rather than making it stand in for every buyer’s outcome.
Explain the constraints that determine fit
State the conditions that could change a decision: reviewer accounts, permissions, supported file types, billing limits, setup effort, or the need to retain a record elsewhere. A prospect can then decide whether to inspect the product further. Place these facts near the relevant step instead of hiding them in an unrelated FAQ at the bottom.
For a hypothetical agency workflow, account-free client review might be essential. For an internal operations team, role separation and export might matter more. The differences belong in the explanation when they change the actual workflow. If the product serves both groups in the same way, a single page with clear sections may be enough.
Avoid creating an industry page with only a new label
Before approving another use-case page, compare its outline with the closest existing one. Ask what changes in the steps, evidence, constraints, vocabulary, or buying decision. If the answer is only the industry name, improve the existing page or add a relevant example there.
Google’s helpful-content review asks whether material adds original value for the reader. Use that standard as an editorial check. A new page should make a different situation easier to understand, not merely create another URL containing a different audience phrase.
Connect the page to the next useful proof
Link to the relevant demonstration, documentation, pricing details, or comparison at the point where the reader needs more certainty. Keep the main action specific to the workflow: try the sample project, inspect the export, or ask a question about the required setup. A generic call to start immediately may be less useful when the reader still needs to verify fit.
Review the page when the workflow changes. Keep a content owner and a factual source record with the brief. A use-case page should remain an accurate product explanation after the initial publication effort, especially when other sites begin referencing it.