You know what you do. Your website visitors don’t have the benefit of sitting across the desk from you.
If someone can’t find the information they need, they may leave without ever asking you. So let’s look at your website through their eyes.
Key Takeaways
- Review your website using questions clients ask before hiring you.
- Clear answers explain what people need to know and what to do next.
- Test on mobile and desktop, and ask someone unfamiliar with your business to try.
- The Eavesdrop Report can add insight into questions shared in your market.
Written by Dotty Scott
Founder of Premium Websites, Inc.
Empowering small businesses to go from Invisible to Invincible.
What a useful answer looks like
An answer doesn’t have to be long to be useful. It does need to address the question someone actually asked and give enough context for them to understand their options. “Contact us for details” may be appropriate for a custom estimate, but it shouldn’t be the only information on the page.
Consider the difference between “We provide gutter services” and “We install, repair and clean gutters for homeowners.” The second example tells a visitor more about the work and helps them decide whether to keep reading. Your own answer should describe the services you actually provide.
Clarity also means saying when an answer depends on the situation. Explain the main factors, what you need to learn from the client and what happens next. You can be helpful without making promises before you have the facts.
Pick five real questions
Start with questions people ask before hiring you. A gutter contractor, for example, might hear: “Can you repair this gutter, or does it need to be replaced?” or “How often should my gutters be cleaned?”
A website design checklist can help you review the basics alongside your questions.
Your own conversations are a helpful starting point, but they won’t show you every question potential clients are asking before they reach out. People may also share their concerns and frustrations when they’re researching their options elsewhere.
My Eavesdrop Report helps you look at those broader conversations. It’s a custom research report that identifies the questions, frustrations, desires and language people are sharing in your market. You can use those insights alongside your own client questions to decide which answers your website should make easier to find.
For example, if your research shows that homeowners are unsure whether a damaged gutter can be repaired, a gutter contractor could check whether the website explains the inspection process and the factors that affect the recommendation. The exact concerns will depend on the business and the research.
Open your website as if you’ve never seen it before. On a phone and a computer, try to find each answer. Note the page, the answer and how easy it was to locate.
Did you know… Google uses the mobile version of a page’s content for indexing and ranking. Checking whether your important answers are accessible on a phone can help both your visitors and your website SEO. Read Google’s mobile guidance.
Look for an answer, not just a mention
A page that says “We offer customized solutions” mentions a service but doesn’t explain much. A clearer answer might describe who the service helps, what is included, how the process begins and what affects the investment.
You won’t always be able to give one fixed price or timeline. That’s okay. Explain what changes the answer and how visitors can get information for their situation. Full transparency builds trust.
Check the path to the next step
I once showed a website to a women’s networking group to see how people would use it. The site moved sideways like a slideshow instead of scrolling down, and the business owners in the room were confused about how to navigate it. The design had a purpose, but that didn’t make the path obvious to visitors.
That’s why I recommend asking someone who doesn’t know your site to find an answer and take the next step. Watch where they hesitate. Their experience may reveal a problem you’d never notice because you’re already familiar with the site.
Once someone understands your answer, what can they do? Link to the relevant service, invite them to request an estimate or give them a clear way to contact you. Test the button or form so a useful answer doesn’t end at a dead end.
Clear page content is also part of on-page SEO, which helps organize information for people and search engines.
Ask someone unfamiliar with your process to try the same exercise. Give them the questions and let them navigate without coaching. If you need to explain where to click, that’s useful information about your website.
Fix the important gaps first
Make a short list: missing, unclear, hard to find or outdated. Start with questions connected to the services you want to sell. Sometimes a few clear sentences and a helpful link are all you need.
Make your review manageable
You can check one service at a time. Choose a page that matters to your business, list the five questions and record whether each answer is clear, incomplete or missing. Write down the location of any answer you find so you don’t create a second version that contradicts it.
My website visibility tips offer additional checks you can use after reviewing your answers.
After you make an improvement, ask someone to try again without your help. If they can find the answer but still don’t understand what to do next, revise the language or the link. A useful website review is a series of small decisions, and you can start with the one page most connected to your ideal client’s needs.
“She is kind as she thoroughly explains website technical aspects.”
Jennifer Bechem, Google
Your website should help people understand your business before they pick up the phone. If you’d like another set of eyes on it, contact me about a website review.
Frequently Asked Questions
How do I know which client questions my website should answer?
Start with questions people ask before hiring you. Look through inquiry emails and call notes, then choose questions about fit, process, cost and next steps. Check public research alongside your own conversations.
Where should I put the answers on my website?
Place essential decision-making information on the relevant service page. Use an FAQ for short answers and a blog post when a question needs a fuller explanation. Link the pages together.
What if my service doesn’t have one fixed price?
Explain the factors that affect the investment and what is included when possible. Tell visitors what information you need to provide an accurate estimate. A helpful explanation can build clarity without promising a price that won’t fit every project.
How often should I review my website answers?
Review important service details when your offers, process or pricing change. A periodic check, such as once a quarter, can catch outdated links and conflicting information. Adjust the schedule to how often your business changes.
Turn Client Questions Into Website Content That Works
A Six Post Series
- What Questions Are Your Potential Clients Asking Before They Hire You?
- Does Your Website Answer Your Clients’ Questions Clearly?
- How to Turn Client Questions Into Useful Blog Posts
- Where Should Client Questions Be Answered on Your Website?
- Can AI Find and Understand the Answers on Your Website?
- How to Keep Your Website Answers Useful as Your Business Changes
