What are they asking? Don’t guess—interview them to find out. I give very specific instructions on how to do this in my book.

6. What do your customers want to see when they go looking for you? Any time someone sets out to buy, they’re going to find several alternatives, and then they are going to go digging. It doesn’t take much effort; numerous sites and social channels can be clicked through in the blink of an eye.

* When they come to your site, do you answer their most burning question immediately (as in, “Can you help me with this?” and “How can you help me with this?”).

* Are you in the channels where they’d expect to find you?