The 4 Critical Questions

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5th October 2022

Do your visitors have to scroll or click around to find the answers to the 4 critical questions? If you make your visitors have to scroll or click around to learn these answers you are more likely to lose them.

Don’t make your visitors look around!
Tell them what to do!

To maximise your chances of getting your visitors to do what you want make sure you put these 4 answers above the fold.

Question one, who is this for?

Your website should tell your visitors who you are looking for in a customer. If you’re a B2B or B2C business this is where you tell them. If you specilaise in a certain area of the country or another country this is where you tell them.

Question Two, what do you do?

Your website should tell your visitors exactly what you do. If you’re an accountant tell them you are an accountant. If you offer managed IT services tell them you offer managed IT Services. If you’re selling alcohol tell them you’re selling alcohol.

Question Three, why should I care?

Your website should tell your visitors the benefits of buying or using your products/services.

Question Four, what now?

Your website should tell your visitors exactly what to do and the easiest way to do this is to add a primary call to action at the top of your page. Get in touch, give us a call, sign up, etc.

Example 1

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Checkout MTS IT’s website you can clearly see they are answering the 4 Critical Questions. For who is this for they have “Education and Business” which clearly outlines who they want as a customer; schools and SMEs. For what do you do they have “IT Solutions” which clearly lets the visitors know what services they provide. For why should I care they have “your dedicated IT department” which provides the visitor with a benefit of their services. The benefit being that they will be there for all your IT needs. For what now they have “FREE SUPPORT NOW” as the primary call to action. This lets the visitor know exactly what MTS IT wants them to do and the “Free” aspect could also spur them on even more. Giving the visitors all this useful information at the top of the page makes it more likely for the Ideal customer to get in touch.

Example 2

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Here’s another example, now we’ve got Live 9 Events’ website you can clearly see they are answering the 4 Critical Questions. But in this case, the example does not provide all the information in a main lockup but still keeps the 4 critical answers above the fold. For who is this for they have “CORPORATE EVENTS – PRIVATE PARTIES” letting the visitor know they are looking for clients who would like to throw these kinds of events. For what do you do they have “Event Entertainment Hire” which tells you the services they provide. For why should I care they have “EVENT SPECIALISTS” you should care because they are experts, specialists and the best in their area. For what now they have “START PLANNING HERE” as the primary call to action. This lets the visitor know exactly what Live 9 Events wants them to do. Giving the visitors all this useful information at the top of the page makes it more likely for the Ideal customer to get in touch.

So if you want to improve your website design remember to answer the 4 critical questions above the fold.

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