Writing A Business Website Sales/Marketing FAQ
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 who need support from their FAQs for prospective
customers who just want the information they need in order to
decide whether and how to buy.
* Many websites that do provide a special pre-sales FAQ turn it
into yet another advertisement--ugh! Your prospective customers
need pre-sales information that truly helps them come to a
Tips for Writing a Pre-Sales/Marketing FAQ:
* You should divide your FAQ into sections that will make sense
to a prospective customer. Naturally, what sections you use will
depend on the content of your own website and the nature of your
* If you have a complex business or website with many products
and services and/or options for them, you may need to have a
FAQ that is very long. Traditionally, webmasters would simply
create one very long page for the very long FAQ. However, very
long pages are almost never good web practice from a
search-engine point of view. Multiple 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, and have one front page with a table
of contents for the entire FAQ, linking to each section and
providing a list of the questions in that section.
* Usually, a FAQ will have a list of all the questions up top,
with links to the questions within the page, sort of a table of
contents. If you have a briefer FAQ, you don't need this.
* Keep your answers brief. If an answer requires more than two
paragraphs, you should create an entire web page for it, and
simply 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 a laundry list of everything
that could conceivably go wrong with your product or service.
* In order to keep your FAQ believable and informative, do not
fill it with marketese and hype. Keep the exclamation points to
a minimum! Yes, you want to portray yourself in the best
possible light--but the best possible believable and
In the end, remember this: your web visitors who read your FAQ
are among the most qualified, interested prospects on your
site. If your FAQ lacks your site may lack sales.
About The Author: Joel Walsh's business website
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