How To Write Faqs For Higher Sales Conversions

How To Write Faqs For Higher Sales Conversions

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FAQ is an acronym for Frequently Asked Questions. While this page may end up as an afterthought for many online entrepreneurs, it is often a critical page in converting tire kicking visitors into purchasers. Why?

One of the biggest problems online buyers have is that they cannot get their questions answered. Over eighty percent of respondents in a recent survey said they had a question that they could not get answered. Almost one in five said that they chose not to buy a product because they could not get their question answered.

Now the point of that survey was to identify how strongly people want live help and the answer is, they absolutely, positively do want live help. But, since that is not always economically feasible, an excellent FAQ section can go a long way towards answering questions that could convert someone into a buyer. So, how do you create a great FAQ page?

Feature the right questions

Think about what people need to know.

- What information is not conveniently sitting there right next to the product? Actually sometimes it is there but you want to be sure people get it, so ask and answer the question and hyperlink the answer back to the product.

- What is unusual about your site that requires an explanation? Maybe you only take PayPal but not Visa and MasterCard. That is a bit different and it is good to offer an explanation.

- What might be on your site that people will not necessarily visit but may have a question about? People often do not visit terms and conditions pages but there may be info there that people need to know such as the return policy. Ask the questions, 'Can I return the product?' with a conversational answer that discusses your 30 day return window, packaging intact requirement, etc and then link the answer to the terms and conditions pages for additional information.

- Why buy your product? This is an excellent way to put in some promotion as long as it really fits into an informational page, not a selling page. FAQ are not the place for exclamation points, bold font, etc. If you do that, you will undercut the perceived information value of the answers.

However, it is very reasonable to ask the question, 'Why is the XYZ water filter better than ABC, the best known brand name water filter?' Then you can answer, if it is true, that the XYZ model contains the same filtering properties but, because it does not spend enormous amounts of money on brand recognition, it sells at a much lower price.

- If you do not have a separate 'About Us' section, this is a good place to talk just a bit about yourself. For example, if you have an unusual name, you can ask the question, 'Why is our business selling photo albums called 'No More Boxes'? which is probably answered with, 'We used to store all of our photos in boxes, did you? Once we realized how much more we could enjoy them in albums, and how much nicer they looked in the right size and color albums, we got hooked on photo albums and started selling them!'

Think of ways to connect you to the reader and show them 'the path' to a better quality of life with your product.

The FAQs is a great marketing tool if you work it well.

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