Just the FAQs, please.

Part of being a thought leader in your market is answering your customers’ questions.  A great way to do this is with a FAQ page.  When setting up your website’s Frequently Asked Questions page, be sure to follow these guidelines:

1.  Avoid writing questions that the user would not ask or that are obviously self-serving or marketing-driven.

  • NOT:  Is the Power Tub 2000 a better buy than the Mighty Spa 2012?

2.  Write questions as if the user were asking them.  People will be looking for the problem as they see it, not for the solution that’s apparent to you only.

  • NOT:  Do your brake jobs include inspection of brake line hoses, calipers, and cleaning and re-packing of front or rear wheel bearings?
  • INSTEAD:  What do your brake jobs include?

3.  Address the questions that actually are frequently asked, and arrange the questions with language that your customers use when speaking to you.  Stay clear of technical terms in your answers unless it’s necessary for the reader to recognize the terms.

  • How do I close my account?
  • How do I track my order?
  • What is HOA insurance?

4.  Write all questions in first or second person, in the reader’s voice, not yours.

  • NOT:  Where is my store located?
  • INSTEAD:  Where is your store located?

  • NOT:  How do people add a widget to their website?
  • INSTEAD:  How do I add a widget to my website?
Following these guidelines will help you to create a FAQ page that is user-friendly, customer-focused, and much-appreciated by your website visitors. Remember, being a thought leader in your field is not about tooting your own horn; it’s about providing your target market with the information and education they want.
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