Do your customers ask questions?

Do your customers ask questions?

If they do, then potential customers are going to ask them too. With Google Gemini and SearchGPT emerging as mainstream technologies, it will become more important than ever to optimise your website’s content towards answering those questions, to ensure the customer journey comes your way.

How do you start building helpful content and insightful, contextual pages? I find that dividing up the potential audience into three categories and then deciding what sort of question they would ask the internet, helps create the query.

Novices are potential customers who might not realise that your product or service exists. These can be tough questions for you to ask yourself, as you know about your business and what it can do. Outsource these questions to people outside of your company if you can, who know next to nothing about your industry and are looking for something for the first time.

Intermediates are those customers who know a bit about the industry, but not a lot about you. Maybe they have bought one product before and are looking for a replacement or an upgrade. These questions will have more industry terms included in the search. These can be the easiest questions to find.

Experts are those customers who want something specific. They will ask a technical question and expect a technical answer in a language they can understand. These questions are hard because they are more nuanced than average, and you might have to search your company (and suppliers) for the answers.

Once you have the answers to these questions, what do you do with them? I’ll address that in part two.

To Be Continued