Let’s imagine you wake up and notice your kitchen faucet isn’t working. You jiggle each hot and cold knob and nothing happens. You inspect under the sink and don’t find any leaking. You scratch your head and pull out your smart phone to see if you can find some guidance through the powers of Google.

Next door, your neighbor wakes up with his own problems–much bigger problems. He hears a splash of water coming from his basement. He goes down to find his cat has fallen in four inches of water that cover the entire basement floor. The water level is slowly rising because of the cracked pipe your neighbor finds in his basement storage room. He then runs upstairs to find his laptop to search for a local plumber who can come make this disaster go away.

So….here we have two neighbors with plumbing problems. Though their issues are related to water and pipes their questions couldn’t be more different.

Your  question: “How can I troubleshoot a broken faucet to determine if I can fix it or if I need to call a plumber to fix it?”

Your neighbor’s question: “WHERE’S A PHONE NUMBER SO I CAN GET A PLUMBER OVER HERE!!!!!”

If a plumber’s website can answer both of those questions it provides great value and instills trust in the plumbing company. If you arrive on a local plumbing website and find a three step process to determine if a faucet is broken, you may discover that you can fix it yourself. This is great news! Though the website didn’t produce a paying service call for the plumber, you have now taken a mental note that that website gives you plumbing answers you are looking for. As for your neighbor, the website lists the plumber’s emergency number right at the top of the page and his phone is now ringing the plumber with new business.

What 10 questions does your website answer?

When I meet with small-business owners wanting a new website they get caught up in the About page or the Services page. Or they become obsessive about how the homepage sparkles. These are important aspects of a website (sort of), but your website should do nothing more than answer questions. The more questions your website answers the more likely the visitor will stay on the site and not go to a competitor’s website.

I tell my clients they should push themselves to come up with the 10 most commonly asked questions and then we will build the website around those themes. If you are a plumber these questions might look like this:

  1.  What is your phone number? (especially for emergencies)
  2. How does a typical service call work?
  3. Are any of your staff plumbers going to rob me when they visit my home?
  4. I’ve got a plumbing issue but how do I know if I need to call a plumber?
  5. How do I know if I am being over charged for a plumbing service?

I’d list more…but I’m not a plumber (I’ll stick to websites).

You can probably see how the answers to these questions can be very valuable to a potential customer. While visiting your website, the customer should feel like they are getting value, they will stay longer, their trust with your business will rise, and they will likely call you when they need trusted help.

THAT is how a website is supposed to work. So what are your 10 questions?


Kurt Francom is a former partner at wpXPRESS. He currently lives in Salt Lake City, Utah. He has two kids and a massage therapist wife Alanna (a mechanic never has time to work on his own family cars). Kurt enjoys reading, writing, time-travel movies, attending college football games in the fall, and drawing caricatures.
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