An FAQ page for frequently asked questions? Seriously? Does anyone even read that page on a website? Short answer: Yes. Potential customers with questions read FAQ pages. This deck covers some common FAQ page fails that will lose customers (and the money they might give you) and some tips on writing an FAQ page that converts. Check out the original blog post by The Copy Detective at: http://copywritematters.com/faq-page-fails/ Subscribe for updates to get a FREE copywriting cheat sheet with 20 incredible copywriting tips that will transform the way you write. For reals.

1. FAQ PAGE
that are
COSTING YOU
BUSINESS
and how to write one that
@CopywriteMattrs
converts cruisers into
CUSTOMERS

2. FAQ PAGE
Does anyone even read
that page on a website?

3. Short answer:
YES.
Potential customers
with questions read
FAQ pages.

4. An effective FAQ page soothes
potential customers’ anxiety about buying.

5. With their questions answered, they will
rush to hand over their cash.

6. STOP customers from
walking away. Give them a
well-written FAQ page!

7. Watch out for these
COMMON
FAQ PAGE
FAILS

8. Your FAQ page
isn’t useful
1#

9. Questions like…
are not questions
anyone actually
asks.
Why am I so
awesome?

10. Readers know
that and you
look like a
schmuck.
So don’t . . .
just don’t.

11. Your FAQ
page is
too salesy
2#

12. Your FAQ page
can help to
overcome
barriers and
deal with
objections.

13. It’s not the
right page for
promoting
your features
and benefits.
That’s for the
product
pages!

14. Your FAQ
page has
too much
content
3#

15. If you find
yourself
writing a lot of
questions,
your main
pages are
probably short
of essential
details.

16. Duplicate information is
also a no-no.

17. Your FAQ page
doesn’t
include any
keywords
4#

18. Google prefers that you write
pages with one focus and your
FAQ page is going to cover a
number of topics but…

19. That doesn’t mean you should
ignore keywords.

20. Your FAQ
page is
impossible
to find
5#

21. Hunting
around for
answers is
going to
frustrate
customers...

22. and that’s
not a good
buying
mood!
I’m outta
here!

23. How to
WRITE A
FAQ PAGE
THAT
CONVERTS

24. Be
USEFUL
1#

25. Pay
attention
to the
questions
customers
are asking.

26. Step through
the buying
process and
imagine what
someone
needs to know
or may be
worried about.

27. Show Some
PERSONALITY
2#

28. Be friendly and conversational,
just as if you were answering the
questions over the phone.

29. Don’t be
afraid to show
off your sense
of humour
(if you have
one).

30. Answering
questions in
videos is a
great way to
make the
content feel
more personal.

31. Write the Questions
from the
CUSTOMERS’
POINT OF
VIEW
3#

32. Write the
questions using
first person
pronouns.
Can I cancel my
order?
Can you ship
my order
overseas?

33. Then, write the answers from a
person within the company, just
like a real conversation!

34. Make it
EASY TO
NAVIGATE
4#

35. If you find
yourself writing
a lot of
questions,
group them
together into
appropriate
topics.

36. A search
function will
help customers
find the answers
they’re looking
for faster, and
they’ll thank you
for this.

37. Understand the
KEYWORDS
your
CUSTOMERS
USE
5#

38. Research the words and phrases
your customers use online and use
them in your questions and
answers.

39. Write enough
content for each
question/answer
combo to get
Google’s attention
(300+ words) and
give each its own
page and keyword
focus.

40. Include a
CALL TO
ACTION
6#

41. Each page of
marketing
you write
should have a
call to action,
including your
FAQ page!

42. Remind them what
to do next.

43. Let them
CONTACT
You
7#

44. Let them know that
you’re available to
answer any other
questions they
have.

45. A FAQ page can help you
help your customers to
SAY YES —but only if you
write it well enough to
make it count!

46. Want to write more
PROFITABLE COPY?

47. Grab this handy cheat sheet!
20 INCREDIBLY
USEFUL
COPYWRITING TIPS
(that will transform the
way you write)
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