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Understanding the need

The task first,
the offer second

People rarely arrive with a brief. More often they bring a symptom: "too expensive", "I did not follow it", "we need marketing". The conversation helps describe the task in the visitor's own words, and only then suggests a next step.

A hand marking one item on a short list on paper with a pen
What you set

The conversation does not open with budget and phone number

The idea in one line

Until the task is named,
there is nothing to offer

A form asks for contact details before a person has worked out what they want. The conversation is built differently: first it helps name the task, then it offers what relates to it. A sales rep gets a description of the situation instead of an empty inquiry.

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Offers from what you offer

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A difficult case
goes to a person

You decide what counts as the next step

There is no universal next step. It depends on what you need to get and on the page the conversation is happening on.

You set the routes

Book a slot, send a brief, start a trial. The conversation follows the steps you listed and does not invent its own.

The step depends on the page

On a service page it makes sense to offer a brief, on a pricing page, registration. The same step does not fit everywhere.

The barriers come down first

What is included, whether it suits them, what will happen on the call. Until those are settled, it is too early to offer a booking.

What a booking is, is also your decision

A call, a demo, a consultation or a visit. The conversation leads to the action you named.

Built around your pages

From a vague request
to a described task

You write the questions for each page. A service page and a catalog need different things clarified, so the sets of questions differ too.

01

It helps the person comparing

Someone weighing up options gets a question that is to the point
instead of an invitation to fill in a form.

02

It separates the symptom from the task

Behind the word "expensive" there can be anything,
from the scope of work to a pricing model nobody explained.

A sales rep going through a conversation that was handed over
The conversation reaches a person with its context attached
How it behaves

It asks,
it does not push

It clarifies the task with your questions, suggests a next step from what you offer, and does not turn the conversation into contact harvesting.

Clarifies with your questions
Helps name the task
Suggests from what you offer
No pressure for contact details

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How it works

Asks, clarifies, suggests

You write the questions for a page and the order it makes sense to ask them in.
After that the conversation runs within those bounds.

01

You pick the page

A service page and a catalog need different things clarified, so the questions are set separately.

02

You write the questions

You put into words what matters before an offer: scope, timing, city, current solution.

03

You set the next step

You say what to offer after the clarification and which pages suit that.

04

You check it yourself

You go through the conversation as a visitor and adjust the questions until they sound natural.

Let the conversation start with the task rather than an inquiry form

Write your own follow-up questions and go through the conversation yourself.

Understanding the need

What a conversation before the offer gives you

When you are ready

Write your own questions
and go through the conversation yourself

Create your account, describe what matters before an offer, and see what the conversation looks like from the visitor's side.

How common this already is

20.0% of EU businesses with 10 or more employees use at least one AI technology
55.0% among businesses with 250 or more employees
17.0% among businesses with 10 to 49 employees
Resources

What to read before setting up your questions

In other people's words

On customers, conversation and machines