5 W’s

By March 26, 2020 ASCCA, Online Marketing

Earlier this month we had the honor of visiting a couple chapter meetings for ASCCA to give our newest presentation, “The 5 W’s of a Website that WINS.” We’re currently in the process of recording it into a webinar for our video library but here’s a brief summary of the topics discussed.

Every website should tell a story. Sounds kind of cheesy I know, but it’s true. There’s a story behind every business and it’s evolution and the website should convey that. Every story has the following elements: Who, What, Where, When and Why.


  • Who are you? Not just your Business name but who are you guys and what is your story?
  • Who are your customers? Who do you want to attract?


  • What do you offer? A Comprehensive list of your services is a good start but individual service pages are where it’s at. What is the content on your website’s purpose and more importantly, is it helping?
  • Service pages about what you specialize in are important for SEO. When Google indexes your site, they are looking at what the pages are about so it’s important that you have unique, organic content that talks about what you offer and where you offer it. Most Google searches include what service the individual is looking for and where they are located and thus your content should reflect that.


  • Having the Address, Phone Number and Hours of Operation on the site are a given but you’d be surprised where some website’s miss the mark here.
  • Because over half of Google searches take place on a mobile device, we’ve made it standard practice to put this info on every and have the address and phone number be clickable links so that they mobile users can either get directions or call the business directly.


  • Why should people choose your business over the competition?
  • Why do you do what you do?…These two things are often connected.