Prime Advertising & Design Blog » Your Website Must Answer 10 Questions

Your Website Must Answer 10 Questions

As a small business, where do you start with determining what your website needs to cover, offer and produce? The first tip I give my clients: Make sure your website answers the top 10 questions your business is asked by a potential client. The importance of this is simple, those sites that answer common questions build trust and that leads to conversion.

Why?
The internet is all about research and comparison. Your site should allow the user to gain trust in your services through answering their questions and filling in the unknown blanks they have about your service or product. In a comparison situation, a user will likely go with the website/business that best answers their questions and earns their trust. If you lack in answers, they will look elsewhere to get them.

How to determine these 10 questions?
Get staff input. What is the front desk getting hit up with on phone calls? What are your sales people hearing? What are emails asking about? All of these encounters with customers should be considered. Plug into the sources, not just your thoughts or what you want your top 10 to be. Consider asking current customers what was most important to them to find out when starting with your company. Make a list of them all and determine your top 10.

What if our #1 question is price and we don’t want to advertise that?
You can always leave out the numbers in this case, but you should provide your structure for fees and pricing. Let the user know how you arrive at a fee, by hourly rate or project fee … or that you have to estimate each situation uniquely. In any situation, you can make sure your potential customer understand a bit about how you arrive at your value without an exact number.

Overall, think of it as a good conversation. If your website can’t hold up it’s end of the conversation, the user will talk to someone else to get their answers, your competitor.

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