Cost is searched constantly and answered badly. Ranges vary enormously depending on specification, and a company that explains what drives the figure earns the enquiry from somebody who was completely lost.
The van comes before the conversion. People search which base vehicle to buy months ahead, and the company that helps with that decision is the obvious one to build it.
Payload questions are the technical gap. The better-informed customers look up weight limits, water capacity and what a conversion adds, and almost nobody addresses them properly.
The paperwork searches arrive last. Insurance for a self-build or a professional conversion and any reclassification is looked up when the build is nearly done, and answering it keeps a customer engaged to the end.