We all know it’s important that our websites answer questions. First, providing answers to questions gives visitors a fuller picture and understanding of what you offer. Second, it can help drive traffic for searchers who are looking for the answers you provide.
But as a matter of good business, you also need to answer questions no one is asking. Why? Because many people don’t know the right questions to ask! If you’re not answering those questions, you’ll find yourself with a “miscommunication.”
That could lead to problems after the sale, or losing the sale to begin with. I’m not sure which is worse!
Don’t Be “Sorry!”
Last year, my wife and I spent the weekend at an upscale inn. We were excited to hear that they served hors d’oeuvres every afternoon.
We called the front desk to find out when and where said hors d’oeuvresand would be. We received a typically polite reply, letting us know they were served in the library at 2:30 p.m. Great, our question was answered!
Only we found out that the information we were given wasn’t complete. The part they left out — because we didn’t ask — was that hors d’oeuvres are served only upon request.
There we were, in the library around 2:15, killing time with a game of Sorry!, waiting for hors d’oeuvres to be served. 2:30 came and went. Then 3 p.m. At that point in time, we walked to the front desk to inquire, only to be given the answer to the question we didn’t know to ask.
You Can (Almost) Never Over Explain
Here’s how our initial conversation should have gone:
“What time are hors d’oeuvres served?”
“We start serving hors d’oeuvres in the library at 2:30 upon request. We can also deliver them to your room if you prefer.”
“Awesome! When you come, bring Sorry!”
Many of your website’s visitors face similar situations. They need answers, but don’t know the right questions to ask. Which means it’s up to you to answer them first.
When it comes to writing content about your product or services, don’t just anticipate the questions your visitors will likely ask but the one’s they don’t know to ask as well.
You can (almost!) never over explain. And if you format your content so it’s easy to skim, you can never over explain. The more you answer those unknown questions, the more satisfied and confident your visitors will be in the services you provide.
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