An FAQ page can be one of your most valuable pages because it not only answers questions and objections, it often brings in search traffic when people are looking for answers to questions that other service providers have not provided them with. When that happens, you move yourself up the list of people they want to work with, because you have a clear answer to their existing questions.
Search engines love FAQs because they just naturally have keywords in them. You don’t even have to think of the keywords, they’re just there by nature of the question and answer format.
You’ve heard the saying that if you have a question someone else likely has the same question. That’s true, and that’s why we have FAQ pages. They answer the questions and they attract people who are looking for answers.
Visitors love FAQs because they want their questions answered without having to fill out complicated forms or make phone calls. We’re in an era where people self-select, they do most of their comparison shopping online and make 90+% of their decision without ever contacting a sales person or service provider. The more information they can find on your website about your service the more likely they are to choose you.
Some example general FAQs might include:
- What is a virtual assistant?
- What services do you offer?
- What forms of payment do you accept?
- What hours and times are you available?
- What is the typical turnaround time for an assignment?
- When is the best time to contact you?
- What is the best way to contact you for a project?
- Do you offer a nondisclosure agreement?
- Do you work individually or work with a team of your own? (some clients might ask this if they are concerned with privacy issues and may ask you to sign a nondisclosure agreement)
Some more specific FAQs might include:
- What platforms and programs do you use or are familiar with?
- How do we share files and project information?
- Can you provide a brief description of your process?(this comes up in design work more than other services)
Some FAQ creation tips:
Whenever you receive emails, tweets, or Facebook messages from potential clients asking you a question, write your reply via email but then add that question to your FAQ documentation on the website as well. If one person asked, chances are others are probably going to have the same question at some point. However, if the answer is lengthy it might be better served as an article or blog post.
Using the questions you’ve received from existing and potential clients via email will also help you to write in words and language that the client uses, which again makes it naturally keyword rich for search and gives you an idea of what clients are looking for and asking around the web.
Group similarly themed questions together to keep things organized and flowing well. All the payment FAQs, all the terminology FAQs, all the software FAQs, etcetera.
Make them scannable. Bold the questions and use whitespace between FAQs.
Don’t go overboard. If the page is starting to feel long, perhaps some of it can be broken out into articles or added to service descriptions. Then you can post a brief on the FAQ page and link to the longer content on the other pages.
Where to put answers other than on the FAQ page:
While potential clients are on your website they’re naturally going to be thinking of questions, if you have the answers to those questions posted on relevant pages it makes their decision process much easier and it shows them in advance that you care about their needs as the client.
For example, on your rates and pricing pages you might have payment FAQs in regard to how often you invoice, whether or not you accept retainer reservations, and what types of payment you currently accept. Or on your services page having a note about the turnaround times for projects.
Personally, I’m a fan of doing both, having the FAQs on their own page and having relevant answers included on individual pages, that way potential clients feel informed and can easily find what they’re looking for.
Homework and Action Steps:
- Brainstorm questions that potential clients might have.
- List questions that existing clients have already asked.
- Gather up the answers to create your FAQ section.
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