Website FAQ Page Tips
3 Reasons your Website needs a FAQ Page
A FAQ helps potential buyers educate and prequalify themselves
Using FAQs that anticipate and answer a prospects most pressing questions, you can actually move the sales dialogue along--without committing any labor to the selling process. For example, if your FAQ page features questions like "What is the profile of a best fit client for your firm?", "What kinds of projects does your firm specialize in?" and "What do you typically charge for a project?", you can both educate and prequalify prospects with your FAQ.
A content-rich FAQ page reduces demands on your support staff
By surfing a FAQ page for questions and answers, a potentially confused (thus potentially dissatisfied) customer can often find the answer to their question and not burden your service staff. The same principle applies to any service firm. The easier you make it for prospects and buyers to serve themselves, the less of your company's resources they require.
A FAQ acts as a great internal training device
Imagine the HR director for your firm who is training a roomful of new hires. Imagine that as part of her standard orientation, she calls up your firm's FAQ page online and walks the new recruits through each FAQ. In a matter of 20 minutes, she can educate recruits on the most fundamental marketing and service issues of your firm such as "What makes our firm different from all others in the market?" and "Who do I go to if I have a service problem?", and as a result train a new group of marketing ambassadors.
Think About Branding When Developing a FAQ Page for your Website
Small business branding is about developing trust and credibility with your buyers. So what better place for a small business branding program than in your website's FAQ page. If you think about it, this is where a large percentage of small business shoppers go to get their questions answered.
Think of your FAQ page as a sales and marketing tool that actually qualifies your visitors and moves them closer to doing business with you.
Here are some key questions you should answer on your FAQ page:
- How is your firm different from other firms in your industry?
- What's the profile of an ideal client for your firm to work with?
- What outcomes can I expect from working with your firm?
- What do you charge?
- How do you bill?
- What are your terms?
- Do you guarantee your work?
- Which specific need(s) do you have that our product/service addresses?
If you'd like to expand upon my basic list here, talk with your customer service staff or search through their email logs for more.
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Jay Lipe is the president of Emerge Marketing LLC, a firm that helps growing companies focus their marketing. He is the author of the books The Marketing Toolkit for Growing Businesses (Chammerson Press, 2002) and Stand Out from the Crowd: Secrets to Crafting a Winning Company Identity (Kaplan Publishing, Fall 2006). He is also a sought after speaker and seminar leader, and can be reached at 612.824.4833, through his Smart Marketing blog or through his website. Hear a podcast interview with Jay discussing Small Business Marketing.
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