You don’t need an FAQ page. Here’s what you need instead.
Do you really need an FAQ page?
This depends on two things:
[*] – Interestingly, the first criterion leads to the biggest misconception about having an FAQ page (or even an FAQ section within your sales page). Namely, that every frequently asked question qualifies as “FAQ.”
Yet, that’s not the case.
The biggest misconception about FAQ pages and sections
? Not every question you get asked often qualifies as an FAQ
Especially fundamental questions about your business, like:
…or any other information that has a major influence on your prospects’ buying decision should be present in your main website copy: Homepage, sales pages, and About page.
?? Examples of questions that qualify as FAQ:
…or any other information that is not a direct deal breaker but can ease a common uncertainty for a prospect and give them a final nudge.
In short:
? Does not belong to FAQ: crucial information about your offer that has a big influence on buying decision.
? Belongs to FAQ: additional information that is not a direct deal breaker for most but addresses a super-specific but common uncertainty/objection.
In most of the cases, it’s better to answer the questions your website visitors may have on the spot—on a specific page they may need this information.
FAQ page: Pros and Cons
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?? Pros:
? Cons:
You may think that there are more pros than cons. But if you look closely, the two cons cancel the first two pro points: if only few prospects visit your FAQ page, it won’t help you weed out bad leads or reassure your ideal clients that you’re a good fit.
What to add to your website instead of an FAQ page?
Instead of lumping all the questions about all of your offer(s) on one page, anticipate the questions your prospects may have on every page and provide the answers on the spot:
Decided to have an FAQ page anyways? Follow these best practices:
??Agonizing over your website copy?
Get a clear roadmap that shows you what to write on each web page (and how).
Not sure what to put on your homepage? Tired of rewriting your About page? Don’t know how to structure your service pages?
Building a website can be overwhelming. But it doesn’t have to be.
Use this website content checklist to fill every page of your website with content your audience will love and turn your business website into a business generating machine.
***
Gill Andrews is a conversion copywriter and a UX specialist who turns underperforming websites into lead-generating machines.
?? Want more actionable tips that will help you improve your website? Check out Gill's book "Making Your Website Work: 100 Copy & Design Tips for Smart Business Owners"
Clear messaging and marketing support for coaches, consultants, and service providers ?? I help you focus on simple, intentional, sustainable strategies that work – not what's trending ?? Marketing Mentor & Copywriter
7 个月I love your breakdown on this, Gill. While I don't have a standalone FAQ page on my website, I do like to include little FAQ sections on service pages, if relevant. In my experience, some people like to muse over every word of copy on the page, whereas others are chronic skim readers and end up looking for the key info in the FAQs (on the same page). So I like to keep any type of reader engaged in the way they prefer to consume content!