Questions: as individuals, we are always asking them, aren’t we? We ask them when we greet other people with something like “How are you doing”, when we are trying to decide what to eat and, unsurprisingly, when we want to know how to get ahead work-wise. If you run a business, you might want to learn how to market its website.
Well, it turns out that you can make that website more prominent largely by using it to answer an array of questions often posed by target customers of your business.
When someone wants to ask a question, how will they ask it?
If they need help from a business like yours, that person could be especially tempted to ask their question by typing it into Google as a search query. Google goes out of its way to accommodate question-based searches, too – just look at the ‘People also ask’ that pops up when you do Google a question.
So, it makes sense that you should include questions – and, especially crucially, answers to them – on your digital marketing channels, including your website and articles you contribute to other sites.
What types of questions should you answer?
For the answer to that particular question, you only have to turn to Rudyard Kipling’s 1902 poem ‘Six Honest Serving Men’, which includes the lines: “I keep six honest serving-men/(They taught me all I knew);/Their names are What and Why and When/And How and Where and Who.”
Questions starting with “How do I…” are often best answered in blog posts, step-by-step guides and YouTube and TikTok videos. If your company sells, say, swimming gear, you could post videos that show how your customers would be able to hone and perfect their swimming techniques.
Meanwhile, if you run a retail store stocking a staggeringly vast range of products, you could have fun asking your social media followers what the best of your products in any given category are. Just watch what happens when you ask whether or not people should eat pineapple on a pizza…
What if you are short of ideas for questions to answer?
Thankfully, you don’t necessarily have to look too far for fresh inspiration. If there are certain search terms for which you have strongly optimised your website, you could enter each of those terms into Google after inputting the phrase ‘questions people ask’.
Alternatively, you could simply think of what your clients tend to ask. What subjects do they usually raise when interacting with you by email or face-to-face during Zoom meetings? If you notice certain questions arising especially often, you could address all of those in an FAQs section posted to your website.
If you hand us the task of designing or redesigning your website, we can make sure its FAQ page will be easy for even your more casual customers to find. You could also task our digital copywriters with putting together the text required for that page as well as writing an array of articles and blog posts tackling especially pressing questions.