Những hình thức phục vụ mục đích hữu ích: Tạo nội dung mới có thể giúp trả lời các câu hỏi mà bạn không phải là ưu biết. Hiển thị ưu du khách quan tâm và bạn đang lắng nghe. Cung cấp cho ưu cho họ một cách thân thiện với mong đợi để có được câu trả lời cho câu hỏi của họ. | MAKE IT EASY I 199 and contact e-mail. When a request is received simply publish the question and your answer in the Q A section on any relevant pages. Figure 8-20 shows one of these forms on the Bolwell Edge Q A page. Note that name and e-mail are not required because we don t want anything to get in the way of collecting this valuable information. FIGURE 8-20 A Did we answer your question form is great for collecting unresolved questions. 200 I CHAPTER 8 KEEP THEM ENGAGED These forms serve several useful purposes u Generate new content that may help answer questions that you are not aware of. u Show visitors you care and you are listening. u Give them a friendly way to expect to get answers to their questions. They also capture the real questions of real people in their own words. You may think and talk using the internal language of your own sector. The words you use may not match the ones a man on the street would use when searching for what you do. So adding their exact questions in their exact language provides new keywords that you would not normally use. They are also already phrased in the form of questions which could match the real questions people type in to search engines helping you get even more relevant. So the method to keeping visitors engaged is to give each type of visitor the positive signs that tell them they are on the right path to get what they want to resolve their doubts and objections along the way and to present your content in a way that is easy and compelling. If you achieve these you will have a clear road and can build real momentum from page to page eventually leading to conversion. Each step will require a commitment from your visitors. The next chapter looks at how you can get more people to keep taking those steps with compelling calls to action. CHAPTER 9 Call Them to Action The previous two steps getting a visitor s attention and keeping him engaged so you can deliver your message serve only one purpose to get him to take the
