The A-2-Z of business blog writing: Q is for Questions and Answers


If you’re not confident that you know
what sort of questions your customers
may ask, go and ask them.

Questions and answers are often a good way to get information across in a way that suggests input from outsiders, to which you supply answers that cordially address their particular problems and inveigle them, and others, into your way of thinking and so into your potential client base.

No-one in business is naïve enough to think that the average written Q&A session is made up solely of genuine questioners asking genuine questions…The Q&A section of most business documents and online presences is nearly always made up of the questions you’d like customers and prospects to ask, and the answers you’d like to give them.

This is not really as dishonest and slimy as some might think: there is nothing whatsoever wrong with posing typical customer questions in your blog posts, and answering them honestly. But…

So where should these questions come from?

Ideally, real queries from real customers / clients. But if those are not forthcoming in writing, don’t worry: you are very likely to know the type of questions your customers are likely to ask, and should be able to pre-empt such questions easily.

If you’re not confident that you know what sort of questions your customers may ask, go and ask them. A research exercise on your part asking customers what their prime business concerns are and how suppliers like you should be able to help them, is something you should be doing anyway. And all the more so if what you find out from them is going to result in information that helps everyone – you and your customers included.

How do you use questions and answers?

The most obvious place, first of all, is the Frequently Asked Questions page on your website. (You do have one, I hope?!!)

No-one will be surprised to find that you may manipulate this page to suit your marketing purposes, and to a certain extent that’s OK.

But whatever you do, please avoid the temptation to use it as a means of glorifying your business unrealistically. Questions like this (and trust me, you do see them…) are ridiculously wrong:

Why is it that you’re the leading electrical contractors in (name of town)?

You’ve convinced me. How can I get in touch with you in the fastest way possible?

Should I ignore all other (types of business) in (name of town) considering that your firm is so well qualified?

…etc. Yuk.

Never mind questions about you: focus on issues your customers may have

Whether it’s in an article / blog post on your website or in the FAQ page of your website, you’ll gain far more “brownie points” and engagement from your readers if the “questions” are angled entirely at invoking answers that a) show you know your stuff generically (essential if you want to be credible) and that b) prove the benefits of using your services to achieve the associated aims.

Don’t get those two in the wrong, or in the wrong order. If you, do lose your readers’ interest.

Technical questions

If your business has a technical element, a Q and A section may well be very helpful: but not all readers – especially the decision makers who buy from you ultimately – will want to know the precise inside leg measurement of a small gnat just emerging from puberty.

blog,writing,news,blogging,business,Suzan St Maur,,how to write betterBear in mind who your customers / clients really  are, and focus your questions and answers on them. Make sure that ultra-techies can find out what you’re on about by clicking on through to another page on your website that includes the information they need.

What experience do you have with questions and answers? What have you found works best for you?





  1. Simply asking direct questions to my customers works best. I ask, I get the exact answers I need and build my businesses on those problems/dreams, solutions…..such a simple, straight process if you ask frequently and listen closely.