Frequently Asked Questions (FAQs) on your product or service pages are like magic.
That’s because they make it easy to add tons of important details to your page without overwhelming the reader.
Here are some of the main benefits I see in using FAQs:
- They’re easy to skim and either read or ignore depending on the person reading.
- They let you pack a lot of information on the page that would otherwise bloat the core sales copy.
- They’re a great place to position your product or service in terms of who it’s for/not for, what it does/doesn’t do, and how it works/doesn’t.
- They preemptively help you overcome objections by dealing with common push-back you may receive during sales conversations.
- They help manage expectations about how the product will be accessed or consumed, expected results, and/or other details that people may not be thinking about.
- They let you highlight key information that may get buried in the rest of your sales text.
- They can serve as “fine print” by outlining the scope limitations and terms of your offer.
- EDIT: They’re also great for SEO, especially when you use the questions as a heading element (h2 or h3) as it lets you use highly optimized keywords and common questions in a way Google recognizes as important. H/T to Alex, Luke, and Frank for pointing that out!
You can easily add or remove FAQs from a sales page without hurting the conversions. That’s because people can skim what they need to and ignore the rest.
People like to see you’ve thought of everything. It builds trust in you and the purchase decision. FAQs let you show that without creating additional friction.
By putting more content in the FAQs, you can focus your sales copy on the key information that matters instead of having people glaze over long paragraphs and miss the important parts.
Do you use FAQs on your sales pages? If not, this might be the reminder you need.