Write for questions people actually ask

FIELD GUIDE 03 · FINDABILITY

The most useful website language starts in questions people ask before they are ready to buy: “What does this include?”, “Can you help with an existing site?”, “How do I move my domain?”, or “What happens after I contact you?” Those questions reveal the decision a visitor is trying to make.

Collect the language already surrounding the work

Look in inquiry emails, discovery notes, support tickets, sales conversations, and phrases your team repeats. Use the patterns to understand the underlying concern: cost, scope, timing, risk, credibility, or a confusing technical step.

Give each page one descriptive promise

A page title should help a person predict what they will find. “Managed website care for small businesses” is more useful than “Solutions.” “Transfer an existing domain” is more useful than “Domain services.”

Answer early, then add decision detail

Open with the core answer. Then explain what is included, what it is not, who it fits, how pricing works, and what happens next. Use headings that organize real decisions, such as “What is included” and “Where account actions happen.”

Do not write for a mythical algorithm

Search optimization can help a useful page be understood, but it is not a reason to make a page harder to read. A smaller library of cared-for, decision-ready resources is more valuable than a pile of thin pages that make readers search again for a real answer.

Before you publish

• Use the question a customer would recognize in the title or opening.
• State the core answer before background detail.
• Explain boundaries, pricing context, and next steps clearly.
• Remove phrases written only for a search engine.

Source: Google Search Central: Creating helpful, reliable, people-first content.