"Just the facts, ma'am." While this was the mantra of pop culture detective Joe Friday, it is a poor marketing strategy. Rather than relegating your FAQs page to the boring job of simply providing bland information about your products or services, use it as the powerful marketing tool it was meant to be.
This issue comes up all the time. Often times we analyze our client's heatmap, more often than not, we realize two important issues:
(By-the-way, if you haven't heatmapped your site, this should be a must so that you know what is being consumed and what is not. Please contact us if you need some assistance here!)
The reason for utilizing your FAQs page as a marketing tool is clear. Think of why a visitor lands on your FAQs page. Normally, the only reason to peruse a FAQs page is because you are interested in learning more about a company's products, services, or processes.
This means that viewers of your FAQs page are already partially engaged with your company, or your product. That makes them prime candidates for conversion. Following inbound marketing methodology, the information you provide on a FAQs page is inherently targeted to an audience that is disposed to receive it. That willingness is a marketer's paradise.
Customers don't want to hunt around to find answers to commonly-asked questions. The FAQ page should feature in the navigation bar, perhaps under a Help section. We also recommend a link in the footer or even an expandable content area at the bottom of your page.
Your FAQs page is the perfect place to share information that is specific to any number of pain points your customers may be experiencing. And it is a natural place for customers to look when they have a question. What could be better than that?
Marketers are looking for what makes customers "sticky", meaning likely to convert, become repeat customers, and become brand advocates. A 2012 Harvard Business Review article notes about customer stickiness: "The single biggest driver of stickiness, by far, was "decision simplicity" - the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options. What consumers want from marketers is, simply, simplicity." Still true today, a simple customer experience is one of the most important keys to gaining and retaining customers.
Your FAQ page is custom-made for promoting decision simplicity because it allows your viewers to gather information in a centralized location and build their confidence in your products.
Another key tip is that your FAQ page should be well-organized. How does this help you market your brand? Simply put, organization helps your customers move more efficiently through the sales funnel.
Additionally, providing relevant content organized in an easy-to-follow manner says volumes about your brand. It inspires brand confidence and leads viewers to become customers and loyal brand advocates.
Browser Media notes: "Any page on your website should be seen as an opportunity to showcase personality and brand values. Though the details on the FAQ page can perhaps be a little dry, this opportunity is even more applicable. Delighting users with something exciting and unexpected - be it comedy, visuals, or creativity - instantly strengthens connections and makes your brand stand out against others."
Take the opportunity to use your FAQs as another way to show your business personality - making your company stand out from the competition is a great way to attract the right customers.
To make your FAQ page really work as an effective marketing tool, you must ensure that it is not just simply a dead-end destination. Be sure to include CTAs on the page to direct viewer attention to where it needs to go.
For instance, in a FAQs answer, you might include a link to additional information from one of your blog posts or a link to a specific product landing page. Anything that you can include to keep the conversation alive with your viewers will help them take the actions you want them to take toward conversion.
Do not let your FAQ page consist of merely a few dry facts about your products and services. Turn it into a high-converting marketing tool by including relevant, engaging content organized in an easy-to-follow manner. Show off your brand personality by injecting something unexpected and exciting on the page. And lastly, do not forget to include clear CTAs where possible on your FAQ page. Giving the viewer clear direction will increase conversions.
Is your FAQ page all that it could be? Find out by contacting us today. As digital marketing experts, we can help you use all your marketing tools to the best advantage.