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Your potential customer has twelve minutes before their next meeting...next interruption...next chauffeur drive. They pull up your website on their phone, hoping to solve a problem today.They find your mission statement. A photo of your team. Three paragraphs about your commitment to excellence (who doesn’t want to be committed to excellence? These are hollow words that don’t help anyone decide to buy).
The potential buyer still can’t tell whether you sell what they need, what it might cost, or how to buy it.They open another tab.For a small business, that’s an expensive information gap. Your marketing can attract the right people and still leave them without enough information to purchase. Before you invest in getting more attention, check whether you answer the questions customers bring with them.
“Can You Help Me With My Problem?”
Customers arrive with a task, a need, or a frustration. They want to know how your business fits.“Comprehensive solutions for your busy life” makes them do the translation. “Choose a gift, add a personal message, and arrange delivery in one order” gives them something they can use. Lead with what you sell and what it helps customers accomplish in the language they speak—not SAT words. Put that explanation where people can find it immediately, including your homepage, social profiles, and business listings.
Then test it:
- Ask someone unfamiliar with your business to look at your homepage for ten seconds.
- Have them explain what you offer and who would buy it.
- Rewrite anything they struggle to describe.
“Is This Right for Someone Like Me?”
A customer might understand your offer and still wonder whether they qualify. Do you welcome beginners? Handle small orders? Work with people who haven’t figured out exactly what they need? Those questions can stop a purchase before you ever hear from the buyer.Help customers recognize a good fit. Describe common situations you handle and explain the differences between your options.A package called “Premier” offers little guidance. “For customers who want help from planning through completion” gives someone a reason to choose it.
Make the choice easier:
- Describe who each option suits.
- Answer the questions first-time customers regularly ask.
- Explain any requirements or limits before someone starts an order.
Recently, I was on a local alternative health site looking at services. I know a little about the subject but still am not sure if it’s for me. While they did a great job explaining next steps and what to expect, they also mentioned the doctor is almost at capacity right now (FOMO, I get it), but encouraged people to send an email and he would review it deciding whether to take them on as a patient or not. But I was deterred from making an appointment (because I have to plead my case in writing) and wasn’t sure what it would cost if I was accepted. And this cost question isn’t like being unsure about the exact cost of gas. At least then, you have a ballpark idea of what gas costs in your area.This doctor could’ve been $500 or $5,000. I had no idea if you could see him for just one appointment or if it was a complete program he was offering. And could I buy supplements from him on my own, or did he have to tell me which ones to buy? Guess who left this website without any action?Speaking of...
“What Will This Cost Me?”
Customers need to know whether your offer fits their budget. They also want to avoid surprises.Publish prices when practical. If you customize every order or project, explain what determines the cost. A starting price, typical range, or sample project can help someone decide whether to request a quote.Include the other commitments, too. A purchase might require a deposit, a minimum order, several appointments, or a contract. Customers need those details to judge whether they can move forward.
Review your pricing information:
- Show what the price includes and identify additional charges.
- Explain how customers can get an estimate. Consider making this available online.
- Tell them what information you need and when they can expect a response.
"Can I Trust You to Deliver?"
“Excellent service” sounds reassuring, but everyone claims that. A customer describing how you resolved a problem gives a buyer something more concrete.Choose evidence that addresses the concerns behind a purchase. Someone facing a deadline wants to know you follow through. Someone buying something unfamiliar wants to know you explain their options.Reviews, examples of your work, relevant experience, and photos can help customers assess you.Keep them current and make them easy to find.
Strengthen your proof:
- Feature customer feedback that describes a specific result.
- Show examples that reflect what you currently offer.
- Check your contact details, hours, and links for accuracy.
“What Happens After I Buy?”
A customer clicks “purchase” or agrees to a quote. Then what?Uncertainty about delivery, scheduling, preparation, or support can make someone hesitate. Explain the sequence before they commit: how you confirm the purchase, what they need to do, and when they can expect the next step. A short “Here’s how it works” section can save your team repeated explanations while helping customers feel ready.
Cover the essentials:
- Outline the steps from purchase to completion.
- Explain relevant return, cancellation, or scheduling policies.
- Tell customers how to get help.
“How Do I Get Started?”
Give customers a clear action: “View available options,” “Request an estimate,” or “Book an appointment.” Then try it yourself on a phone. Follow the link. Complete the form. Watch for unnecessary questions, confusing instructions, or a dead end. Ask someone else to try, too. Their hesitation tells you where to make a change. For an outside perspective, ask your chamber of commerce about connections to fellow business owners or marketing professionals who can help review your customer experience. Start with one question: “What would you need to know before you’d buy from me?"
Their answer could reveal the sale your marketing keeps leaving on the table.
Christina Metcalfis a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle, rediscovering the magic.
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