Great sales staff ask their customers or prospects questions to pinpoint their issues or needs.
Great service staff probe issues or problems with questions to determine the best customer service resolution or options.
Heck, if you are going to a restaurant with a bunch of friends, questions determine the consensus preference of location!
The Web Site Question?
Your web site is a sales channel, and it is a customer service channel.
If you want it to be great at those tasks, follow this advice from Smallbizsurvival;
Ask.
No, don’t ask yourself.
What does your customer want your website to do?
Parental Advisory Warning: The answer may be surprising and not what you wanted to hear.