How to use an FAQ page as a sales tool

Including a Frequently Asked Questions section on your website is a great way to get out in front of possible objections, minimize time spent by you and your staff answering questions via phone or email, and also provide a “self-service” method for potential customers to get information about your product or service.

They can also be used as a sales tool to increase conversion rates and close more deals.

Here are 3 ways to effectively use FAQs on your website:

1. Use FAQs to address common objections

FAQs can be a great way to address common objections that potential customers may have about your product or service. By including questions and answers that directly address possible concerns, you can help to overcome them and increase the likelihood of making a sale.

Which objections should you address?

Ask your sales team or any client-facing staff what potential customers most frequently express concerns about. Go back through emails from leads and see what patterns you notice.

The good news is that diffusing objections is super easy! When you find emails where these issues have been raised, simply open up your replies. Yes, if these are common concerns, you have already answered them – likely many times over.

💡 Tip: If you are still unsure how to generate answers that are appropriate for your website, simply copy a few of the replies you sent in response to customer emails and paste them into Bertha’s Content Rephraser prompt for a fresh take on your own words.

2. Use FAQs to highlight the features and benefits of your product or service

FAQs can also be a great way to highlight the features and benefits of your product or service. By providing potential customers with answers to their most common questions, you can help them see the value in what you’re offering and make the decision to buy from you.

For example, let’s say you’re selling website development for small businesses. You could use your FAQ page to answer common questions such as how much it will cost, how long it will take, what your warranty policy is, and if there are any ongoing costs.

💡 Tip: If you’re not sure what questions to ask here, take a look at your sales material or any existing content on your website and reverse engineer it. You may be surprised at how many questions and answers you already have!

3. Use FAQs to show how your product or service is better than the competition

This one is my favorite! You can use your FAQ page to answer common questions about your competitors’ products or services. “I don’t want to feature my competitors!” you might be thinking, but don’t miss out on this opportunity to compare yourself in such a way that you are the clear winner. Include things such as specific feature comparisons, advantages you offer, or pricing differences. You can also list ways in which you are similar – followed immediately by what sets you apart, of course!

If your potential customers are already familiar with your competitors, this can be an extremely effective method to offer a “shortcut” to understanding your offerings. In addition, you can capitalize on searches about your competitor, pulling that search traffic to your site instead of theirs.

While you may not want to mention your competitors elsewhere on your website, the FAQ page can be a great place for this type of comparison content. Remember to be honest in any claims you make about competitors. Your reputation is important; Making false or scandalous claims could push customers away instead of drawing them in.

Most importantly, by openly sharing a comparison between you and your competitors, you can help potential customers see the value in your offering and make the decision to buy from you instead of someone else.

Warning: Don’t use an FAQ page as a crutch!

An FAQ page is a great way to provide visitors with information they need, but it shouldn’t be the only source of information on your website. If visitors have to go searching for Frequently Asked Questions, it may be an indication that there are some gaps in your content. Make sure you provide all the information your visitors need within the context of your website and use FAQ pages or sections to reinforce and supplement.

How do I get started writing FAQs?

Answering questions is easy. Coming up with a list of questions, on the other hand, can be surprisingly challenging. When we have such a deep understanding of our offering, it can be hard to see the forest for the trees, as the saying goes. Assuming you have a product or service to sell, and an audience to sell it to, the next step is understanding what questions your potential customers are asking. You can start by brainstorming a list of questions related to your product or service, and then use that list as a starting point for developing your FAQs. If you’re still unsure how to generate answers that are appropriate for your website, let Bertha help!

Bertha has a template for both FAQs List and FAQ Answers. They work perfectly together and turn Frequently Asked Questions into Easily Answered Questions (EAQs are now a thing!).

How to write Frequently Asked Questions AND Answers with Bertha AI

Open up the page or section where you want to display your FAQs, click on the purple Bertha icon,  then search or scroll until you find FAQs List.

Generating a list of questions is as easy as describing your business. State who you are and what you do in as few as 200 characters, and Bertha will spit out multiple options of questions for you to include in your FAQ section. You can copy / paste this description from existing content on your website, or use your “elevator pitch.”

💡 Tip: If you are in a hurry, or freeze up staring at a blank text box, you may find it easier to open up a note on your phone, turn on voice-to-text, and dictate a description of your business. Then simply email the note to yourself. Boom! Super fast description paragraph.

Hit the “Generate Ideas” button and watch all the questions unfold before your eyes. As you can see in the video below, you can select multiple results and mix & match to best fit your customers’ needs.

Now that we have our questions, it’s time to answer them! As mentioned before, you already know all of these answers – but once you start using Bertha to help you write content, you won’t want to go back to writing it yourself, so let’s keep going.

You should have a text area with a list of awesome questions waiting for answers. Copy one of them to the clipboard and open up the FAQ Answers template. Paste the question into the “Question” field (surprise, surprise). You can add some text into the description box to point Bertha in the right direction, or just hit “Generate Ideas.”

Select the option that best answers the question for your customers, and modify as needed. Rinse and repeat with each of your questions and within minutes you will have a full FAQ list with helpful answers.

Dive in and try out Bertha’s FAQ templates today!

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