Five Questions Your Website Should Answer
Here’s a Simple Small Biz Web Tip
People come to the internet with questions. So the job of your website is to answer questions. I can’t stress how important this is, because if your website doesn’t answer questions potential customers have, you’re not going to make a sale.
If you don’t answer those questions quickly and easily, web visitors will not hang around plodding through your website to find information. They will simply hop back to Google and drop in on one of your competitors who makes it easy to locate the information they are seeking.
And it is not enough to just answer the questions. You need to answer the most relevant questions and do it in the right order, logically moving a prospective customer through your website. When you consider the customer journey, each question builds on the one before, gently nudging a prospect toward a contact form and a conversation.
Five Questions Your Website Should Answer
1) What do you do?
It seems silly that I should have remind anyone to answer this question. Unfortunately, I visit so many websites filled with clever quotes, slick graphics, and lots of funky animation and no clear description of what they do. While I love a clever headline as much as the next, this is not a time to be clever. When a prospective customer comes to your website, they need to know right away what you do so they know if they are in the right place, so spell it out for them.
2) Why should I care?
It’s great that you sell purple widgets with little floppy buttons at the very top. But why should I, as a prospective customer care?
This question gives you a chance to outline how your product or service can solve their problem, or make their life better. One of the best ways to write this section of your website is to think about your product or service through the eyes of our customer. Which features or elements will be important to them.
3) How do you do what you say you do?
Now you have an opportunity to talk about what makes your company and your solution unique. Answer questions about your team by talking about their experience, credentials, and skills. This question also gives you a chance to talk about your process. Don’t just outline the steps, use this as a chance to explain why you do things a certain way and how that is different from your competitors. You can answer questions about what prospective customers should expect, what steps they will need to take, and how long the process will take.
4) Why should I believe you?
Today’s savvy customers are more skeptical of broad claims, your website must win their trust with proof. This is where testimonials from former clients can be incredibly valuable. I wouldn’t build a “testimonial page” (no one will ever go there). Instead sprinkle comments throughout your website. And if you have case studies which detail the customer’s problem, your solution and the results, you have the social proof to start building that trust.
5) What’s Next?
So you have led your web visitor through your website, answering their questions all along the way. You have offered proof that you can solve their problem so now they want to know what to do next. Don’t leave them guessing, this is where you need to outline the logical next steps. This is a great place for a special resource offer they can access by supplying their email address, an invitation to sign up for your newsletter or fill out a contact form or schedule a demo or appointment. Don’t let them leave without offering them a great next step.
Does your website answer questions prospective customers have?
So now you know the five questions your website needs to answer. How well does your website do that? Need a little help? Give us a call. We have the answers to your questions.
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