Too many business owners and managers don’t delegate…to their website.
Think of your website as your digital salesperson.
And the good news is this salesperson won’t talk back. It also works 24/7.
But you have to know how to use it correctly.
One way is with an FAQ page.
Too many businesses don’t have this vital page. I went for far too long without one, but after adding one a few years ago it has been wonderful.
Not just for customers, but for me and the team.
Here are a few steps for creating a great FAQ page.
Step 1. Gather Frequency Asked Questions
Frequency Asked Questions is as straightforward as it gets.
The thing is…as business owners and managers we really do know what the FAQs are. But when we’re asked to think of them on the spot it can often take a little while.
Start writing down the ones you know off the top of your head.
Then talk to your sales team. See what questions they get over and over again. Also ask them how they answer those questions.
Or if you’re in sales, think about the last sales call you were on. Try to remember the questions.
The odds are really good that most of the questions you get are repeat questions. Aka: FAQs.
There is no reason for you to keep repeating the same answers. Just put all the content on your website and let your website do the work for you.
Step 2. Determine: FAQ or Main Website Page
You’re going to create an FAQ page.
However, it doesn’t mean that every FAQ should go on that page. It’s not a bad place to start, but some of the answers you have for FAQs belong on other areas of your site.
Like the homepage, product page or service page. Or even on the About page or Contact page.
When you’re writing content for your website, you want to the content to take the visitor through your sales process. The same process you take a prospect through on the phone or in person.
For example, if you get asked about price just about every time and it occurs early in the process it make sense to include that on your homepage.
If it’s a common question about a product or a specific aspect of your service, include it on the service page.
The FAQ page is more about oddball questions. The questions that obviously relate to your business, but that don’t have a specific place in the process.
For example, maybe you offer one type of product. An FAQ might be, Can I place a custom order? The answer may be yes or no, but the FAQ page is a great place for this answer where you can explain the reason either way without distracting from the sales process.
Step 3. Create, Link, Audit
Finally, list out the questions, write the answers and create the page.
I like including the FAQ page in the main navigation. It’ll quickly become one of your most trafficked pages. I also like to link to it from various points in the sales process from the home and service pages.
Also, set a reminder every year to audit the page. See if your answers have changed. Also talk to the sales team again and see if any content on the site needs to be updated, removed or added.
Conclusion
A big hurdle with an FAQ page is feeling like you’re letting customers down. Maybe you think you’re providing too much information and painting your company in a poor light.
Get over those and other issues. An FAQ page will help you and your customers. It will stop some of the repeat questions your team asks. It will qualify customers so the ones that do get through are ready to buy.
Get started on it now.
