Field guide
The question universe: the list of questions your buyers ask that your website never answers
Every business has a question universe: the full set of things real buyers ask before choosing someone like you. "Can I get financing with a two-year-old company?" "What does a fractional CFO actually cost?" "Do I need a notary or a lawyer for this?" Buyers now ask these questions to AI assistants, word for word — and the assistants answer by drawing on whoever has answered them publicly.
Here's the uncomfortable audit: take ten questions your customers asked you this month, and check whether your website answers a single one of them on a dedicated page. For most businesses the honest score is zero. The website describes the business; it doesn't answer the buyer. Meanwhile the questions get asked thousands of times a year, and somebody's content is being used for the answers.
This is why our client work starts by building the question universe — from real client conversations, from what assistants are currently asked, from competitors' coverage — and then measuring which questions the client is named on. Zero, usually. Then we answer them, one honest page at a time, and re-measure monthly. It's the least mysterious strategy in marketing: find the questions, answer the questions, prove the needle moved.
Your customers are telling you the question universe every week, for free, in every phone call. The only mistake is answering each caller once and the internet never.