Writing A Business Website Sales/Marketing FAQ
When it comes to writing a website everyone on the web thinks they can write a FAQ. But then why are so many FAQs so lacking? How often have you read a FAQ and thought, "that didn't tell me anything I needed to know!"?
Two Worst FAQ Writing Faux Pas
Many websites don't separate their FAQs for existing customers. Customers need support from their FAQs. For prospective customers who want the information. They need to decide whether and how to buy.
Many websites that do provide a special pre-sales FAQ. This turn it into yet another advertisement. Your prospective customers need pre-sales information that helps them come to a decision.
Tips for Writing a Pre-Sales/Marketing FAQ:
You should divide your FAQ
into sections that will make sense to a prospective customer. What sections you use will depend on the content of your own website and the nature of your business.
If you have a major business or website with many products and services then, you may need to have a FAQ that is very long.
Webmasters would create one very long page for the very long FAQ. But, very long pages are almost never good web practice from a search-engine point of view. Many medium-length pages will get you more search engine traffic than one long page.
If you have a FAQ that would go over 1000 words, you should put each section on its own page. You should have one front page with a table of contents for the entire FAQ. It should link to each section and providing a list of the questions in that section.
Usually, a FAQ will have a list of all the questions. If you have a briefer FAQ, you don't need this.
Keep your answers brief:
If an answer requires more than two paragraphs then, you should create a seperate web page for it. You should then provide a link to that page in the FAQ answer.
Your answers should cast you in the best possible light while still being believable.
Do not confuse this FAQ for prospective customers with the more common support FAQ!
You do not want your prospective customers to see everything.
To keep your FAQ believable and informative, do not fill it with marketese and hype.
Keep the exclamation points to a least. Portray yourself in the best possible, believable, and informative light.
Last but not least, remember this:
Your web visitors who read your FAQ are among the most qualified. They are prospects on your site. If your FAQ lacks your site may lack sales.