Write For The Web

Write For The Web


List the Questions Your Readers Will Have in Mind.

Thinking about your readers' expectations helps you build an efficient website

It may seem obvious to build your site around your readers' needs, but it is not always easy to put aside your own preconceived ideas and preferences.

In the early stages of the creation of your site, think of yourself as doing research. This is the time to list the questions your readers might ask, in their own words.


Your readers come from different places for different reasons

  • Some readers will come through a search in Google. This is often the most common way for your site to be found. People use the web to answer specific questions. Sometimes they are looking to plan a holiday, and at other times to purchase an item.

  • Others will find your site by clicking on a link they find on another site. This link was possibly on Facebook, shared by a contact. Or it could have been on a flyer or a business card.

  • Still other readers are returning to your website. Maybe for more information, to keep on learning about your activity, or perhaps to make a purchase. If you have a blog on your site, they may want to read your latest post.

Make 2 lists of the questions that your readers might ask:

  1. When looking for what you offer on Google.
  2. When they actually visit your site.


In your visitors own words

Build a list of words and phrases, as they are used by your readers.
On a sheet of paper, write down all of the questions your readers or clients could ask about your activity. Try to do this in the language they would use. 
Don't worry about answering these questions yet. Just try to cover all reasonable possibilities.

If you can, interview the kinds of people who will be your readers, and actually ask them what questions they have. Ask them what kind of information they would like to find. Repeat these interviews until you no longer get any new questions.


Questions your readers will ask Google when searching for your site 

These questions may not be in same language your readers might use when thinking more generally about your subject. 

In person they might ask things like:

  • What kind of Yoga do you teach? 
  • Can I take this watch in water? 
  • How much is a night in your guesthouse ? 

    On Google these questions might look like:

    • Yoga course Chennai
    • Is 'name of watch' waterproof
    • Family guesthouse in Tuscany

          If your business is linked to a location don't forget to mention it in these questions and add a link to your Google My Business listing.


      Things you want to tell your visitors

      What about the questions they should be asking but may not know enough to ask. 

      This can be a third list and could include things like the current specials, activities, events or promotions that your business is offering.

      It is important to know the difference between what visitors expect to see on your website and what you would like them to learn.

      The goal in the "Questions" phase is to understand the needs of your readers

      Now is NOT the time to answer these questions. 

      Stay Focused!

      The next step is to apply the information you have collected. There are some key steps to take before you start writing.

      >> The next step - Identify keywords and key expressions >>

      The right questions, the right answers, the balance of a beautiful site
      The right questions, the right answers, the balance of a beautiful site