My wife is a classical pianist and teacher. When she has colleagues over for dinner, there is usually some point where I realise that the conversation no longer makes any sense. My mind has wandered, and I hope I have that vague and interested look that is practiced by husbands everywhere. It all becomes hazy as they start talking about a particularly tricky dissonant fourth chord progression and some consecutive octaves in the Grade Four written exam.
To be fair my wife says that I can XML, HTML, CSS and otherwise acronym her into near coma. In both cases the conversation is unintelligable if you are not familar with the jargon and, even worse, it is just plain boring if that is not your life's work.
It's not about you!
Many websites fall into this same trap. The content is written from the business' point of view, not their visitors. It's not about you! People visit websites for answers to their problems, not yours. Many websites fail to show results because they don't offer compelling reasons to purchase, or simply contain unhelpful information.
What do customers want to know?
Hopefully you listen to customers regularly and you have some ideas about this. To help you get started I suggest the following simple framework to make sure that you cover all of the common questions.
| Question | Common Web Pages / Sample Content | |
| WHAT ... do you do? |
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| WHO ... do you do it for? |
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| WHY...you're the best? |
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| HOW... do you work? |
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What exactly ends up on your website will depend on your business and its priorities. It will also likely grow over time as your business matures and changes.
Potent Web Design