6 Questions Your Website Should Answer

Capturing attention quickly on your website is crucial these days. If it's not immediately obvious that your website has (or is likely to have) what a visitor is looking for, they will go elsewhere. So what can you do to make sure your web content resonates?

Sometimes it helps to forget about layout and design at first and focus exclusively on the “need-to-know” information your visitors will be seeking. Ask yourself: "What information, at a minimum, would people want or need to see on my website?" Here are some key questions your content should answer:

1. What do you do and how can you help me? This is a big one! Of course your web visitors need to know what it is you’re offering. But you also need to spend time thinking about who exactly you want to help with your product or service. When you have a clear picture of that target audience, you can speak directly to them. The people you can help the most should be the people that readily see the value in what you’re offering.

2. Who are you? People relate to other people - not faceless entities. Don’t be afraid to show some personality. Be transparent, be real and be authentic.

3. Why should I choose you over a competitor? I’ve written about this at length before. Unless you don’t really care about getting new clients, you should have some idea what messages your competitors are putting out there - and make sure your web content is distinguishable. This goes hand-in-hand with #1, too - defining your target audience is crucial here.

4. Why should I trust you? Trust cannot be fully established on a website, but there are important steps you can take. Be transparent about who you are and why you’re in the business you’re in. Tell people what they can expect when they take action on your website. What exactly will happen after they fill out a form, sign up for your newsletter or click that button? How long is that video, and what exactly is it about?

If your answers to the above questions are compelling enough, your web visitors may also want to know:

5. What does it cost/can I afford it? This one can be controversial and it may not apply to every business out there. But for many businesses, there is an advantage to being up front about your pricing. First, it helps build trust. If you’re confident enough in the value you’re providing to publish the cost and you’ve elected to be completely transparent about it, that speaks volumes. In addition, if you’re targeting wealthy people, it’s best to say that up front so you aren’t attracting interest or inquiries from people outside your target audience.

6. How can I learn more - either on my own or by contacting your firm directly/what is the next step? Most people aren’t going to buy whatever you’re selling after one interaction with your website. But if you are telling your story in a compelling way, it behooves you to make it easy for visitors to take the next step. (Hint: as you begin to think through the layout of your website, you should always be asking: “What do I want my visitor to do next?”)

Perhaps there is an additional question or two that must be included based on your particular industry, but I find these 6 questions are a great start for most businesses.

And remember - as you sift through the most important questions to your audience - beware of these 2 writing plagues!