When it comes to having a website that is successful, there’s so much more than adding some information seasoned with pretty photos. Successful websites are planned with success in mind. Above all, your website should answer your target audience’s questions.
Answering question should be your primary focus when you start a website project.
If you think about it, the main reason people discover your website is that they’re seeking answers to their questions. They have a problem they’re looking to solve. If your business provides services or you sell products, than this is going to be your key to success. Solve your users’ problems. Answer their questions.
If you can do that for your website visitors, you will have a much higher chance of turning that site visitor into a client or customer. So how do you do it? And what do they want to know?
Questions Your Website Should Answer for your Customers
Every page on your website has a purpose. You don’t just make a page with no purpose, so let’s take a simple website example, break it into pages, and explain the purpose so we can figure out what your users want to know.
A simple website probably has at least five pages:
- About Us
Of course, more complex websites and bigger companies can have bigger websites, but let’s use this list of pages as an example. This is often what most small businesses start with when they get their first website.
Each one of those pages in the list should answer users’ questions.
What questions should your home page answer?
Your homepage is often the first page your website visitors see, and the first impression you make. It needs to answer the following questions at a minimum.
- Who are you and what do you do?
- How can you help me?
- Why should I trust you?
- Why are you better than your competitors?
Think about this, if someone is searching for a remodeling company, they will likely check out several websites of contractors in their area before they make any sort of contact. The first page of the website they will most likely see is the homepage. What you put on the homepage determines whether your user will go to another page on your site, or goes to another contractor’s website.
Your homepage should convey that you are professional, trustworthy, and good at what you do, and worth a phone call or email to find out more.
If your homepage has no content, no photos, and no compelling content, why would someone contact you? Your website is NOT an online business card. It is often the first and most important impression you’ll make on potential clients.
What questions should your about us page answer?
The about us page is a very important but often overlooked page on the website. Here’s why: people don’t like to write about themselves. Everyone thinks it’ll be easy because you are an expert on yourself and your business, more so than any other thing you do. But it’s often hard because you are so invested.
- Who are you?
- Why do you do this?
- Where did you learn your skills and get your expertise?
- How long have you been doing this?
- Why are you passionate about it?
- Do you have a team? Who are they?
- Why should someone trust you?
These questions are particularly important if you offer a service that you provide at someone’s home. They want to know who you are and if they can trust you before they call you.
Tips for your about page:
If you are having trouble figuring out what to say, let someone else write the about page. Like I said before, it can be very hard to write your own bio and background. Have a friend or family member write the first draft for you, then you can edit. Or hire a professional copywriter to really make it shine.
Don’t forget to include a photo of you, your team, and other appropriate photos, such as your office, your vehicles, etc.
What questions do people have that should be answered on your services page?
If you offer services, then you need to provide, at the very least, a list of services you offer. But, if you want to make your website successful, then I would recommend taking it further. Your services page should answer the following questions.
- What services do you provide? Be specific – just giving a short list isn’t enough.
- Can you provide the service your customer wants? Can you help them?
- Why are you the right person to hire for this service?
- How should someone get started?
One of the biggest mistakes people make is to have a services page that simply lists some services and then abruptly ends. Once someone sees what you offer, then you need a clear call-to-action letting them know what they should do if they want to use your services.
Sometimes. But every website and every business is different. A clear call-to-action, even if it’s just a text note that says, “Please call us to schedule a consultation” goes a long way toward turning the website visitor into a potential customer. Don’t leave your customers hanging.
A better call-to-action will give a compelling reason why the person should take the next step. “Call us today to find out how we can solve your problem.” (Replace solve your problem with specific service.) Or have a form, a sign up box, or a link to your calendar for scheduling! Always, always guide your customers into the next step in your sales funnel.
Questions your portfolio page should answer
An online portfolio is an important page of any website because it’s the page that shows your customers that you are good at what you do. What do people want to know?
- Are you good at what you do? Seriously, this is important. Are you good? Showing great photos of your past work is one of the best ways to show that you are someone worthy of this potential customer’s money.
- Do they like the work you’ve done?
- Can they trust you to get the work done?
- Is your work consistent with what the customer needs?
Check out my recent blog post on how to have an amazing online portfolio for more tips.
Finally, what questions should be answered on your contact page?
Obviously, your contact page is one of the most important pages of your site if you want customers to contact you about your products and services. A lot of people just toss a form on their page and consider it done, but I say, NOT SO FAST. What do people want to know?
- How does someone contact you? Don’t assume they know. And make sure you give them a variety of options. The contact page is for your CUSTOMER, not for you. And different people will communicate in different ways, so make sure that you let them communicate with you in the way that THEY like, not the way you like.
- What is your phone number?
- Who should they call?
- What is your email?
- Where are you located?
- Do you want them to call, email, or fill out a form?
- Are you on social media?
Additionally, please include a short message about how you encourage them to take that next step. Just because you have a form on your page, doesn’t mean anyone will be inclined to fill it out. Make it inviting to complete the form. Make sure they know you want them to complete it.
I know this is a lot of information to throw at you for just a five page site, but your site’s content is essential to turning your website visitor into your customer. If you answer their questions before they ask, you’ll be one step closer.