Questions Every Website Should Answer (Yes, Yours Too)
Let’s be honest, a website that doesn’t answer basic questions is like a restaurant menu with no descriptions. Frustrating, confusing, and ultimately, people will walk away—or, in this case, click away. You need content, right? Something that helps people understand what it is exactly that you’re selling. You want to be informative, convincing, maybe a little charming. While your website should reflect your brand, you also need to get a little nerdy with it. So, if you’re looking to turn your website into a conversion machine (and not just a fancy digital brochure), here are the must-answer questions every website should answer, and needs to nail.
1. What Do You Actually Do?
This seems obvious, but you’d be surprised how many websites forget this. If your visitors have to play Sherlock Holmes to figure out your product or service, you’re losing them. You don’t need to make it flashy or cryptic, literally spell it out for them. Explain your product clearly on your homepage, whether that looks like images of your product in use, copy of what you’re selling, or a video physically showing how it works. Bonus points if you can say it in one concise sentence. Double bonus points if it’s not stuffed with buzzwords like “synergy” or “transformation.”
2. Why Should You Care?
Harsh? Maybe. But in a sea of competitors, your site needs to answer why you’re the best choice. There are dozen of insurance companies, lawyers offices, and people selling t-shirts all over the internet. And don’t even get us started on realtors. What makes you unique? Maybe it’s your years of experience, unbeatable customer service, or that one product no one else can replicate. Whatever your superpower is, shout it from the rooftops! Be proud of what you’re making and get a little cocky about how you’re better than the rest.
3. What’s the Process?
For new clients or customers, the unknown can be intimidating. If you offer a service, such as custom landscaping, building homes, or anything else that takes a lengthy amount of time, let your potential customers know what they can expect. Does your service take an hour? A week? Years? Is your service safe around children and pets? Is there preemptive tasks a client has to do before you get there? All of these should be answered easily and confidently.
Plus, there are dozens of other questions that potential clients may have. Niche, but still important to answer. Also, while these questions may seem strange to them, you probably hear them asked at least once a day. So why not add a “frequently asked questions” page to your website? Answer their unspoken questions:
- How does working with you look?
- What steps do I (the client) need to take?
- Will there be paperwork (ugh)?
- Do you even service where I live?
Break it down simply and make it sound less daunting than filing taxes, unless you’re an accountant we suppose.
4. What Problems Do You Solve?
This should be your bread and butter. Again, there are hundreds of competitors in your field all across the internet – maybe you do something no one else can. Nobody is on your site just for fun (unless it’s a meme gallery—no judgment). Visitors are there because they need something. Identify the pain points your audience is dealing with and explain how you’re the ibuprofen to their headache.
5. Who Are You, Really?
People love seeing the face behind the screen, so don’t forget the human element. Yes, you are a business, and you should act accordingly. However, don’t be afraid to talk about your personal passion that brought your company to life. Introduce your awesome team members, shoutout to the family, show photos of the office. Whatever that looks like, people like to know who they’re doing business with. Share your story, your team, and maybe even a bit of your company’s personality. Have a quirky team photo or a fun fact about your office culture? Toss it in there.
6. How Can People Reach You?
This one’s a biggie, but you’d be shocked how hard some companies make it to find. Make your contact information impossible to miss. A phone number, email, physical address (if applicable), and maybe even a contact form should all be easy to find.
Pro tip: If your contact form is buried six clicks deep, we need to talk.
7. Are You Credible?
Last but not least, give people a reason to trust you. Showcase testimonials, case studies, certifications, or awards. Even a simple “Trusted by XYZ Companies” section can do wonders for your credibility.
8. What’s Next?
Literally, what is next? If you need something to slap at the top of your homepage, make it something your potential clients can do. The almighty call-to-action (CTA) is what gets your clients. Don’t leave visitors hanging. Tell them what to do next, whether it’s scheduling a consultation, signing up for a newsletter, or making a purchase. If your next step is to schedule an appointment, or fill out a form, you can also leave it for the very end. Make sure your potential customer knows everything they can about you before clicking that button, so they can do it confidently.
Three Ring Focus Can Answer Questions Every Website Should Answer
If your website isn’t answering these essential questions, don’t panic. That’s where we come in. At Three Ring Focus, we’ll help you create your website strategy that not only looks great but works hard for your business. We here to help you craft your next high-quality website, social marketing, logo design, or SEO strategy. Check out of some the work we’ve done for a little sneak peek. Don’t miss out on the benefits of having an expertly crafted branding identity.