Your next blog topic might already be sitting in your inbox.
Think about what people ask before they hire you. How much does it cost? What happens first? Can you help someone in my situation? How long will it take?
These questions are clues. Each one tells you what someone needs to understand before they feel comfortable making a decision.
Key Takeaways
- Client questions reveal what people need to know before hiring you.
- Review conversations, protect privacy and look for recurring concerns.
- Use those questions to improve your website and choose useful content.
- The Eavesdrop Report adds research into what people share more broadly.
Written by Dotty Scott
Founder of Premium Websites, Inc.
Empowering small businesses to go from Invisible to Invincible.
Table of Contents
Why the questions matter before someone contacts you
Someone considering your services may be trying to figure out whether their problem is even something you handle. Another person may already know what they need but worry about choosing the wrong provider. Both people need useful information before they’re ready for a conversation.
If your website answers only the questions you think they should ask, it can miss the things that are actually holding them back. A description of your credentials is useful, but it may not answer whether you work with businesses their size, what the first meeting involves or whether they need to have everything organized before calling.
You don’t need to predict every possible concern. Start by collecting the questions that come up naturally, then look for the ones that reveal a decision your ideal client is trying to make. That’s a practical foundation for useful website content.
Start with conversations you’re already having
Look through inquiry emails, contact forms, discovery call notes and the questions you hear at networking events. Reviews can also show you what clients valued once they worked with you.
Write the question in the person’s own words. If someone asks, “Will I own my website when it’s finished?” keep that wording. It’s more useful than replacing it with “digital asset management.”
Protect private information while you collect examples. Remove names and identifying details, and get permission before sharing a client’s story.
Did you know… Google Search Console can show some of the searches that brought your website up in Google results. Those queries can give you another place to look for questions, although the report doesn’t include every search. See Google’s guide to the Performance report.
Listen for the question behind the question
“How much does a website cost?” might also mean, “Am I going to get surprised by extra charges?” Someone asking about timing may wonder how much of their own time the project will require.
You don’t have to guess what every person is thinking. Listen for patterns, and ask what they’re most concerned about. Their answer may reveal something your website needs to explain.
Group the questions by decision
I like to sort questions into practical groups:
- Who the service is for
- What the process involves
- What affects the investment
- Why someone should trust the business
- How to get started
Then pick five questions you hear often or that seem to keep people from taking the next step. Check whether your website already answers each one. You don’t need an entire article for every question. Some belong on a service page or in an FAQ, while others deserve more room.
What about the questions people haven’t asked you yet?
The conversations you’ve already had are a great place to start. But some people never make it as far as your inbox. They’re asking questions, sharing frustrations and comparing their options in other places before they decide whom to contact.
So how do you learn what matters to those people? Look beyond your own conversations and pay attention to the language people use when they talk about the problem you solve. What are they struggling with? What have they tried? What are they hoping will be different?
This is where my Eavesdrop Report comes in. It’s a custom research report that gathers the questions, frustrations, desires and language people are already sharing in your market. It helps you see patterns you can use to choose blog topics, explain your services and write website copy that speaks more clearly to your ideal clients.
Think of it as a companion to your own question list. Your conversations show you what people have asked you directly. The report helps you explore what people are saying more broadly, so you have more useful clues about what to answer next.
Turn your list into a useful next step
Once you’ve collected a few questions, don’t feel you have to answer all of them at once. Pick one that comes up often and matters to a service you want to grow. Find the best place to answer it, add a clear response and make a note of what you changed.
Then listen to the next few conversations. If people still ask the same thing, the answer may need more detail or may be difficult to find. The point isn’t to eliminate every question. It’s to help people feel informed enough to ask the questions that are specific to their situation.
“Dotty is quick to respond to any of my questions or needs. Is very knowledgeable in her business.”
Dena Wiley, Alignable
Start a question list today and add to it after your next client conversation. If you’d like to look deeper into the questions and concerns people are already sharing, learn more about the Eavesdrop Report. I’ve got your back.
Frequently Asked Questions
How do I find the questions potential clients are asking?
Start with the questions you hear in discovery calls, emails, contact forms and conversations. Reviews can also reveal what people value. Keep a running list in their own words, and remove identifying details before using examples in your content.
What if I don’t have many client questions yet?
Begin with the questions you expect someone to have about your service, your process and the investment. Talk with people who fit the clients you want to help, and pay attention to the concerns they raise. You can also look at relevant public conversations or use research such as the Eavesdrop Report to explore what people are already discussing.
Should I answer every client question in a blog post?
No. Match the answer to the question. A brief answer about your availability may fit on a contact page or FAQ. A question that needs examples, steps or a comparison may be better suited to a blog post. Your service page should also answer the questions someone needs to make a decision.
How can I use client questions without sharing private information?
Remove names and details that could identify a person or their situation. You can answer a common question in general terms or create a clearly labeled illustrative example. If you want to share a real client’s story or identifying details, ask for permission first.
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
