[First published in 2011 but Byron had a good idea in the comments, so we updated it.]
We’re massive believers within the energy of an incredible FAQ part on a B2B web site — not only for buyer help however for advertising and marketing. So right here’s our FAQ on FAQs:
What’s an FAQ?
For some, it’s a listing of questions that individuals actually do ask loads. For others, it’s extra like a listing of questions you want have been often requested.
What’s it good for?
An FAQ does a number of issues that different types of communication don’t do fairly as effectively:
1) Allow you to inform your story in an off-the-cuff, conversational approach from the consumer’s perspective.
2) Handle some widespread objections – with out having to carry them up in the principle ‘product’ copy.
3) Present a stage of buyer help – serving to clients use your merchandise and serving to prospects make the correct choices.
4) Construct belief – when you embody unflattering questions and reply them actually. No, actually.
Oh, and 5) Truly reply the questions prospects often ask! (Duh).
Is that this the one place so that you can reply questions?
Fairly the other. If you happen to do have questions individuals ask on a regular basis, ask your self why. Then work out methods to reply these questions earlier than they’re requested.
Marcus Sheridan based mostly a whole advertising and marketing philosophy on this concept, after utilizing it to show a struggling pool firm right into a nationwide powerhouse. He tells all in his 2019 ebook, They Ask, You Reply. I like his down-to-earth framework and his anything-but-down-to-earth presentation model (get him on your subsequent convention).
The truth is, your FAQ web page can present you the client questions you most have to spend money on answering in your content material. In order that’s a sixth function.
Who ought to use them?
Each B2B web site can justify an FAQ part. However for some, they’re important. We like FAQs for firms which can be creating a brand new class or new form of software as a result of these at all times generate plenty of questions—and, if unanswered, these questions develop into obstacles.
What makes FAQ?
I’m glad you requested that. A superb FAQ is evident, well-organised, provides brief solutions, makes use of an open, conversational voice and hyperlinks loads to useful content material (in your website and — god forbid — elsewhere).
Above all, FAQ displays your day by day conversations with clients and prospects. Get your gross sales and buyer success individuals in a room (or a Zoom). Spin up an internet whiteboard. And begin FAQstorming.
What number of questions ought to I embody?
Twelve. Except you’ve received a very sophisticated story, then put in as many as you want, organised by subject for straightforward navigation.
How promotional ought to I be?
Go forward and promote, however don’t be crass. The fantastic thing about FAQs is that they really feel like a pleasant, open, trustworthy view of your corporation. If you happen to ask stilted questions like, “Why is your widget so fashionable amongst IT departments struggling to remain on prime of energy consumption?” individuals will in all probability work out that this isn’t actually a listing of questions which can be often requested. It’s a brochure in very poor disguise.
Why achieve this many main know-how manufacturers select to work with Velocity?
See what I imply?
Can I exploit my FAQ to pimp a few of my content material?
Certainly you have to. You’ve produced plenty of content material that’s helpful to your target market. It might be malpractice to not steer individuals to this content material of their hour of want. Once more, don’t be crass about it. Make sure that the content material is related to the query. Like this submit about Listicles in B2B. (Jeez).
Can I exploit my FAQ to carry up delicate points I’d moderately not flag in the principle internet copy?
Yep. FAQs is usually a actually good place to boost and counter a standard objection with out broadcasting that objection to on your own home web page.
It’s an incredible place to apply what we name Insane Honesty, a little-practiced however invariably profitable B2B tactic. If there are individuals who your product is not proper for, inform them now! They’ll recognize it and everybody else will vibe in your integrity.
Do you have got any good examples of FAQs for B2B?
No however Hubspot has ten in this super-helpful article.
What if I can’t consider twelve good questions?
It doesn’t matter. No one counts.
Nicely, some individuals do. So that you would possibly as effectively make a number of further ones up.