Hi {{given_name}},

Ever notice how you can spend hours crafting a "perfect" piece of content, only to realize your audience was actually searching for something completely different?

You’re not alone. Most businesses focus on what they have (ideas) rather than what the visitor actually needs (answers). This creates an "Information Gap" that actually drives users away.

💡 This week's 80/20 rule - Go to a free tool like AnswerThePublic, type in your main keyword, and create your next piece of content that literally answers one of the questions people are already searching for.

🧠 Think of a search query like a raised hand in a crowded room. When someone types "how do I fix [problem]" into Google, they're not casually browsing. They're actively seeking a solution, and the first person to answer wins their attention and trust.

Research examining question-and-answer content implementations found that Q&A content can increase site traffic up to 2x, with click-through rates reaching 5.5x higher than baseline.

This works because of expectation congruency: when content precisely matches what users expect to find based on their search query, they experience cognitive ease and engage more deeply. The result? Conversion rates for traffic arriving through question-based content can reach as high as 75%, compared to the average e-commerce conversion rate of 2.5-3%.

It's like being a mind reader at a dinner party. Instead of guessing what topics might interest your guests, you're overhearing exactly what questions they're whispering to each other, then walking over with the perfect answer. You're not interrupting; you're rescuing.

🏠 Movoto – This real estate research platform partnered with content agency Fractl to create strategic content addressing the exact questions and interests their audience was searching for. Rather than generic real estate content, they focused on answering specific queries people actually typed into search engines. The result? Over 1.7 million social shares and 1,700+ publisher features on major outlets including MTV, Mashable, Yahoo, and The Huffington Post.

🏗️ Rivet – This construction technology company stopped creating product-focused content and instead launched "Construction is Hard," a show addressing the exact pain points and questions construction leaders were searching for. By answering questions about project management challenges, team coordination, and cost overruns, they positioned themselves as trusted advisors. The payoff? Their dream customers started booking product demos directly from emails announcing new episodes, proving that answering real questions builds trust that converts.

Run a quick search listening session

Go to AnswerThePublic.com, type in your main service keyword like "business coach" or "web design," and export the questions list. Pick one question with decent search volume that you can answer better than anyone else. This takes the guesswork out of content planning and ensures you're creating something people actually want.

Turn that question into your next blog post or video

Make the exact question your headline. Answer it directly in the first paragraph, then go deeper with examples, steps, and your unique perspective. This matches what Google wants to show searchers and positions you as the go-to expert on that specific topic.

Add an FAQ section to your service pages

Pull three to five questions from your search listening session that relate to each service you offer. Write specific, helpful answers in plain language. This helps your pages show up in Google's "People Also Ask" boxes and addresses objections before prospects even reach out.

Research product-specific questions

Type your product category into AnswerThePublic and look for "how to choose," "best for," and comparison questions. These reveal exactly what's stopping people from buying and give you a roadmap for content that removes purchase friction.

Build FAQ sections on every product page

Add five to eight questions addressing common concerns: sizing, durability, care instructions, shipping times, and return policies. Write detailed answers, not one-word responses. Sites with Q&A content see dramatically higher conversion rates because you're answering objections right where buying decisions happen.

Create buying guides based on real searches

If people search "best running shoes for flat feet," create a guide answering that exact question. Link to your relevant products within the guide. This captures shoppers in comparison mode before they find your competitors and positions your store as a helpful resource, not just another retailer.

1️⃣ The rule change: Go to AnswerThePublic, type in your main keyword, and create content that directly answers one of the questions people are already searching for.

2️⃣ Why it works: When content precisely matches what users expect to find, they experience cognitive ease and engage more deeply. 

3️⃣ The result: You stop guessing what your audience wants and start creating content that captures people actively seeking solutions, building trust that converts browsers into buyers.

🔎 For this week's website review, let's look at Northern Coffee. Northern Coffee is an artisan coffee roastery in Canada that specializes in freshly roasted specialty coffee beans shipped directly to customers.

💡 The Good:

Authentic social proof that tells a story

The testimonials on this site go way beyond generic five-star reviews. Customers share specific details about their experiences, like one mentioning their Papua New Guinea heritage and the excitement of finding coffee from the exact town they once lived in. These personal narratives build trust far more effectively than simple star ratings because they show real people genuinely connecting with the product.

A value proposition you can actually taste

The headline "Roasted and shipped when you order" immediately addresses the number one concern for coffee lovers: freshness. The site backs this up with concrete benefits like "several formats and grinds available" and "free shipping all over Canada for orders of 10lbs and more." These aren't vague promises. They're specific answers to the questions customers are already asking themselves before they buy.

Operational transparency that removes doubt

The site reinforces reliability through operational details. Mentioning "shipped when you order" and "quick shipping" removes uncertainty about delivery expectations. One customer specifically mentioned receiving coffee within "4 shipping days" and expressed amazement at its freshness. When your operations become part of your marketing, you're doing something right.

🔧 Suggestions:

Product pages need more love

While the site mentions "Featured Products," there's minimal information about the actual product range, pricing, or variety available. Adding a well-organized product category page with filtering options by origin, roast level, and flavor profile would significantly improve the shopping experience.

An email capture would pay dividends

The site doesn't appear to have a prominent email newsletter signup, which is a missed opportunity for a consumable product like coffee. Adding a strategically placed signup with an incentive like "Get 10% off your first order" or exclusive brewing tips would build a direct communication channel.

Visual storytelling is missing

High-quality product photography is absent from what's visible on the website. Coffee e-commerce sites succeed when they showcase the beans, the brewing process, and the finished product in an appealing cup. Adding professional lifestyle photography showing coffee being brewed or enjoyed in home settings would appeal to sensory preferences and help customers visualize the premium nature of the product.

See you next time for another simple, high-impact strategy!

The LOGO.com Editorial Team