The customer does not always start by searching for the contractor. He can compare solutions, seek costs or try to name a problem. A well-prepared website helps him to pass through these stages.
See what the recipient comes with to the search engine
A company looking for a contractor in Warsaw may know exactly what it needs, or only recognizes the possibilities. Asking about the migration of a store means a different need than asking about the price of a new site. It is not worth directing both people to a website containing only general assurances about the quality of services.
Collect questions from conversations, news and meetings. Separate issues concerning the choice of solution from questions about the course of cooperation. This material allows you to plan content based on real doubts, instead of creating further variants of the phrase with the city name.
Combine a guide with the right offer
The guide should solve the problem described, even if the reader does not contact you immediately. The article about changing the CMS system can explain what data to prepare, what to check on the old page and how to limit the break in operation. Only in the right place it is worth indicating a service that includes such work.
- When asking about possibilities, show the applications and limitations.
- In comparison, describe the selection criteria and the consequences of decisions.
- When you are ready to contact us, please provide us with a range of services and information.
You do not need to lead the recipient through all the articles in a fixed order. Readable links allow you to take the next step. It is also helpful to identification of the intention of queries.
Evaluate the usefulness of the entire path
The move on the guide itself does not yet say whether the content helps the right recipients. Check what questions lead to the article, whether users go to the related offer and what doubts return in the conversations. Do not assign each subsequent sale to one entry without any data confirming such a relationship.
When the offer changes, also update the materials leading to it. A good guide should not promise features that the current service no longer includes. Regular review of such calls can be more valuable than adding new texts on the same issue.
