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Writing The FAQ Page As A Sales Tool
The FAQ (Frequently Asked Questions) page is often looked at as an informational portion of a website, it can actually be used as part of a concerted sales effort. Being one section of most any online resource that users make a habit of checking, it makes perfect sense to use it to help ease customers into the buying process.
FAQ: The Parts
If you look at most sites, they design FAQ pages to fulfill the main goal of answering common consumer concerns in the most succinct and clear way possible (with the help of an English writing software, no doubt). FAQ pages are typically presented in a question-and-answer format, listing all the oft-asked questions and providing the corresponding answers for them. Traditionally, the answers are presented in a straightforward manner to avoid any further confusion on the users’ part.
Letting The FAQ Sell
While the FAQ is best employed as an informational outlet, there’s no rule book indicating that it can’t assist your goal of actually moving products. As a well-trafficked area of your site, you’re really leaving money on the table if you don’t use it to help push customers into the next phase of the process.
For the most part, all you need is to make a few adjustments to turn a FAQ page into a secondary sales piece. Point out benefits they stand to get, while answering a question about the product’s shipping details, for instance. Tell them how much money they will save, while answering a FAQ entry about the components used in the product you are selling. It need not be a hard sell – a soft, genuine relaying of your products’ value will actually work best.