Many small business owners don’t know where to begin when it comes to creating a website. It is easier than ever before for business owners to design and create their own site. For many small businesses, this allows them to have a website when they otherwise wouldn’t have been able to pay for a professional site. This can lead to bare-bones websites with little more information than you would find in a brochure. One area that many small business owners neglect is the Frequently Asked Questions (FAQ) page or section of their site. Too often, an FAQ page is looked at as an element of a website that is included simply because everyone else has one.
The more information that you provide your site’s visitors, the more their chance of becoming a customer increases. People are constantly driven to different sites in search of specific answers to their questions. Don’t let a poorly constructed FAQ page convert visits to your site into sales for your competitors.
FAQ As A Sales Tool
Don’t make the mistake of writing an FAQ only addressing questions of current customers. A comprehensive FAQ page can not only save you time and energy by answering the questions of potential clients, customers, etc., but it can also serve as a valuable sales tool by explaining how your business operates and providing a resource to potential customers.
People who are searching for your company’s goods or services are much more likely to do business with you if you provide them a better understanding of what it is that you provide. Your FAQ page can educate them on your offerings, increase their trust in you/your business, and make them more comfortable doing business with you.
Contact Form Alternative
Sometimes businesses include a contact form in place of an FAQ. There are instances when an FAQ may simply not be appropriate for a business. In service industries that deal with quotes and services tailored differently for each customer, there may not be a way to create a truly effective FAQ to address the questions or needs of your potential customers.
The issue that arises with the contact form-only approach is that it may not facilitate sales as effectively because it requires customers to send you a message and wait for your response. The benefit of an FAQ page is that it passively engages visitors.
When researching for your FAQ page, take note of sites that have good, comprehensive FAQ pages and also sites that fall short. Understanding where your competitor sites are lacking can help you convert their visitors into your customers when they leave in search of a better resource.