Your FAQs Can Help Convert Users by Creating Trust
If your FAQ answers all the negative concerns of the visitor, the chances of conversion on the first visit are much higher. I would not shy away from negative concerns. I would even refer the visitor to the FAQs in the content.
FAQs normally answer questions about the use of the product or service, but are not converting visitors if they only mention operation of the product/services. If owners want the site to convert prospects they need to intersperse some questions that address negative concerns or how “negative experiences” have been handled. Assuming you can retain the visitors interest long enough for them to read the copy content, on of their first issues is the “trust” factor that can result in an “ I’ll think about it and come back later".Let's face it, at least 90% of your visitors leave your site to think about it. What are they thinking about? Don't they trust you can deliver? Don't they trust you?A successful "action" would be visiting more pages, signing in for further contact, or ordering. You should try for all of them.
I copied this article from Seth Godin, well know blogger to share the point:
"Fear of apples:
At the farmer's market the other day, not one but three people (perfect strangers) asked me what sort of apple to buy. What do I look like, some sort of apple expert? Apparently.
In our industrialized world, people are now afraid of apples. Afraid of buying the wrong kind. Afraid of making a purchasing mistake or some sort of pie mistake.
And they're afraid of your product and your service. Whatever you sell, there are two big reasons people aren't buying it:
1. They don't know about it.
2. They're afraid of it.
If you can get over those two, then you get the chance to prove that they need it and it's a good value. But as long as people are afraid of what you sell, you're stuck.
People are afraid of tax accountants, iPods, chiropractors, non-profits, insurance brokers and fancy hotels. They're afraid of anything with too many choices, too many opportunities to look foolish or to waste time or money.
Hey, they're even afraid of apples."
E-commerce sites address the trust issue by having visitors scroll down through 10 pages of promises, endorsements, bonuses, and money back guarantees. A very hard sell process. They are attempting on the first visit to overwhelm the visitor's fear factor. The “owner” can pose all the negative questions that might occur to a visitor about the product/service and about the “owner/vendor” and appropriately answer them. The FAQ may bring up issues the visitor had not thought about The selling doesn’t begin until there are objections and the owner is not able to address the objections on the website unless the visitor calls or unless the owner brings them up. (This is a good reason for a live chat box on the landing page or at least an invitation to call now displayed prominently.)Case studies of negative experiences are also a great way to handle concerns. They will show resolution where in the product was either fixed, replaced, or the money was returned. You could suggest to your owners they include a few questions that might be on the minds of first time visitors with doubts about the effectiveness of the offering or the credibility of the vendor. I can visit your FAQ page and make suggestions after interviewing you or I can even recreate or start a new page.Another good remedy is a convincing “Why Us” page. These should be written in conversational language because most “About Us” and “Profile” pages are too formal and grammatically correct. People don’t speak to their friends in that manner. If there is no warmth, there will be no connection.If you are a webmaster, you may want to consider it a value added service to stay in touch with your owners and revamp their FAQs.If you currently don't have an FAQ page that creates a dialogue with visitors you may want to consider adding the FAQs to your site and displaying it prominently. If someone is interested in your business, it is definitely in their due diligence process. If you would like to have me create or modify your FAQs, revamp your "Why Us" page or create a case studies page, please fill out the form.
Any questions, Call Now 1-800-646-0717. Mark Kaplan. Mark@MarkKaplan.ws
Copywrite 2009 website copywriting| search engine optimization| social media
Copy writing for search enging optimization