120: Why FAQs are good for your business and bottom line
Is your business missing out on potential customers and revenue by not including FAQs in your marketing efforts?
In this episode, I dive into why FAQs are so valuable for your business and bottom line. You'll learn how FAQs can help move your readers toward making a purchase decision, tackle common objections, and even boost your SEO. Plus, I'll share the best places to showcase your FAQs, from your sales pages to email sequences to your website.
By the end of this episode, you’ll understand why FAQs are anything but boring - and why they could be the secret to increasing your conversions.
Topics We Cover in This Episode:
The different places you should be including FAQs in your marketing
Why FAQs are great for SEO and attracting new leads
How to strategically choose which FAQs to include
Tips for crafting FAQs that tackle common objections
How FAQs can improve your sales
The type of buyer that is most drawn to FAQs
Have a burning question about copywriting, marketing, or growing your business? I want to hear from you! Visit speakpipe.com/kimkiel or click the link in the show notes to leave me a voice message or text with your question. I regularly answer these questions in my "Ask Me Anything" episodes!
-
[00:00:03]
Welcome to ill communication, copywriting tips and sales strategies for small business. I'm your host, Kim Keel. I'm a copy coach, sales strategist, and direct response copywriter. It's my mission to help women leaders and changemakers amplify their voices through copy. It's why I'm dishing out all the juicy tips, writing prompts, and sales formulas to help you generate more leads, book more calls, and get more high value clients on repeat. Sounds pretty good. It's time to ditch the overwhelm you might be feeling and find confidence in your copywriting so you can get your message out there and attract more soulmate clients. Let's get started. Hey there and welcome to episode 120 of the Ill Communication Podcast. Now, if you're a parent or if you have little ones in your life, you know that kids ask a lot of questions. Why is the sky blue? Are we there yet? What is that for? Why? But why? And side note teenagers also ask a lot of questions, but they're typically along the themes of what they can eat. Or can they get a ride somewhere. But in general, kids ask a lot of questions because they're trying to understand the world around them and navigate their way through it. And the same is true for your audience. Even if you have all the information about yourself and your offer written out onto your sales page or your website, some of your readers will still have questions about working with you, about who you work with, about the logistics of how to work with you.
[00:01:40]
What's your return policy? Et cetera, et cetera, et cetera. But at the end of the day, your readers are really asking those questions because they are considering working with you, and they probably have a hesitation or a concern, and they're looking for answers to feel good about making a decision to buy your product or service. So it's wise and strategic to include frequently asked questions on your website or on an FAQ section of a sales page, or in an email in an email sequence, and the reasons why you should strategically have FAQs might be surprising to you. Now, I think it's important to recognize that frequently asked questions are for people who are not brand new to you. They have likely checked out your offer a couple of times. Maybe they've gone through a webinar with you and now they're on the sales page, so they typically are more solution aware. They're not brand new to you. They're not problem aware. They are further along on the awareness journey and closer to making a decision, which is why they are typically at the bottom of a sales page or at the end of a sales process, like one of the last emails that you send. Faqs are also for a particular kind of human. They are not for every reader. They're for the kind of human who likes all the information. These are the fact finders, the detail oriented, logical buyers who want to know the ins and outs of your offer.
[00:03:14]
So it's an important piece of content to appeal to that type of buyer. And let's just state the obvious. Facts are ugly. It's a lot of text, and that's okay. An FAQ email or section is really just for those people who need those answers to feel safe in making their decision. When you are choosing FAQs to include on your sales page or emails, you want to be very strategic. Yes, you do want to answer common questions, but you also want to tackle any hesitations or objections people might have about working with you. And the FAQ section is a great place to do that. So along with what time are the coaching calls, you should also answer questions like why is your offer better than your competitors? How do I know if I'm ready to join or by what kind of results can I expect? Will I be able to achieve those results. And why is now the right time to buy? The goal with FAQs is to move your reader toward taking that next step to working with you or buying your product. And now, here are some of the places you could include FAQs. First place is on your sales page. You want to have it at the bottom of the page, so that all those quick decision makers have already decided they don't need all that information. They get what they need and then they're out.
[00:04:40]
But it's at the bottom of the page for the people who like to read a lot of content and need more information. You can send it as one of the last chance doors, closing emails in a sales email sequence. And pro tip just copy and paste those FAQs right off of your sales page into that email. You can have FAQ content in a retargeting add a cart close ad, or an abandoned cart ad. Send this ad to folks who've checked out your offer and sales page. You can include FAQs in an abandoned cart email sequence. And if you don't have a specific sales page for your offer, but you have a single services or work with me page on your website, or maybe you list a few different ways to work with you. You could include a little FAQ section at the bottom of that page. And finally, you can include an FAQ page on your website as a whole. And not a lot of people do this. It's pretty common, though, for e-commerce websites, for physical products or software as a service products to have an FAQ page, but it's a great strategy for B2B or B2C service based businesses to include an entire web page dedicated to frequently asked questions. Not only will you answer those common questions about working with you or tackle the hesitations and objections, but your FAQ page is also a great strategy for search engine optimization. You can cram a lot of keywords and key phrases onto that page.
[00:06:17]
You can also provide internal links from your FAQ page to different offers or content on your website. You get your readers clicking and engaging with your content, so adding an FAQ page to your website can help with SEO to attract new buyers to your business, and then it will also help tackle objections and hesitations those new leads may have about working with you. If you've ever wondered why every sales page has a boring and ugly FAQ section, it's because it's a very strategic element that helps your prospect make a good decision about working with you or buying your products. And when your clients make good, informed decisions, they're more likely to be successful in your programs, more likely to work with you again and refer you, and less likely to ask for refunds. Which is all great for your bottom line. And even if you don't personally like FAQ content, I guarantee some of your best clients and prospects are detail oriented fact finders like me who need that level of information to buy. If you don't have FAQ content in your website or in your sales process, you're excluding a pretty big segment of buyers. So don't shy away from using FAQ content because it is really good for your business. That's all I have for you today. I can't wait to see you in the next episode. Hey my sweet friend! I want to thank you for joining me today.
[00:07:53]
I just love creating and sharing content to make your business, and especially writing for your business, a little bit easier, so I'd love to know what your biggest copywriting or marketing questions are. What have you been struggling with? Or do you want to pick my brain about a copywriting strategy or a tactic? I'm starting a new Ask Me Anything segment here on the pod. If you have a burning question about business, copywriting or marketing, or if you want to make an episode suggestion, I'm all ears. You can participate in two ways. Number one, visit speakpipe.com/kim Keel. There you'll be able to record a voice note with your question or suggestion. Make sure you include your name and your email and maybe a little background info for context. Number two, you can send me a text. In the show notes of this episode. You'll see a link to text me a question or comment. When you click that link, it'll open up your text messenger where you can text me your question directly. Make sure you leave all the weird numbers that pop up, and please add your name and email address or mobile number so I can keep in touch. I can't wait to create these. Ask me anything or pick my brain episodes, so please play along. I can't wait to help you solve whatever's blocking you from getting your message out there. Find the links to ask me your questions in the show notes.
Additional Resources
Follow & Review
Are you following the podcast? I want to encourage you to leave a review and follow today so you don’t miss any future episodes.
I would also appreciate it if you would leave me a review on Apple Podcasts or Spotify! I read each of them, and they help me make sure I am providing the content you love to hear! Plus, you get to pay it forward because it will allow other listeners like you to find the podcast!