How to turn a boring FAQ page into a sales star

Welcome back! Glad you’re checking in today, as Heather is wrapping up her video blog series on how write a killer website.  If you’ve been following her weekly web writing how-to series, you’re already familiar with how to write an optimized and conversions-driving:  home pageecommerce product page, services page, and about page.

Today, Heather addresses the often-neglected opportunity and unrealized potential of the FAQ page, the second unsung hero of search engine and conversions optimization after the About Us page.

Take a few minutes and learn how to transform those typically dry, administrative-dull FAQ pages into web copy that both sings to your reader and calls to the search engines:

The poor, ignored FAQ page is yearning to be optimized for both search engines and internal linking/conversions.  Like the proverbial ugly duckling transforming into a majestic swan, there are definite steps to this web copy transformation.

Here’s How to Do It:

1) Group FAQ’s Around Keyword/KeyPhrase Themes Whenever Possible (vs. Long, Untargeted FAQ Pages)

Grouping your FAQ page categories around keyword/keyphrase themes is much easier than it sounds.  Simply check your analytics for guidance.

What you want to avoid is talking about everything on your FAQ pages in a disjointed, rambling way, from products to shipping and returns policy on one page.  Split out these disparate subjects and organize them by keyphrase theme.

2) Match Your Site’s Tone and Feel  (vs. Boring, Administration-Sounding FAQ Pages)

While your FAQ page isn’t a sales page per se, try thinking about it that way: match your site’s tone and feel in your FAQ page.  While you may have to tend to necessary administrative details here, you can infuse them with the personality that you’ve honed in your other pages.  (But still take care to separate those administrative FAQ’s out from products/services FAQ’s, as noted above).

3)  Link to Products/Services Pages Whenever Possible (vs. “Dead End” FAQ Pages that Don’t Encourage Conversions)

The FAQ page can weave in little calls to action when answering prospect questions.  Using the example of an e-commerce kayak company, it smartly links internally to their product page by answering a common customer question (FAQ) with: “to learn more about our ‘Creek Boats’…”

Voila!  In simply answering a common question on its FAQ page and linking to its product page, this kayak company has gone from providing reader information to conversions – a very effective way to move your prospects along any given sales funnel.

Not so good is a “dead end” FAQ page with no links and therefore no option of click-through.  You want to encourage that conversion whenever possible!

4) Include Your Contact Information (vs. Making Your Readers Hunt for More Info)

Don’t assume your reader knows how to contact you, or will work to do so.  Be sure your contact information is front and center, at all times!

5) Highlight Overarching Company Benefits (vs. Hiding Your Benefits in the Copy or Not Mentioning Them at All)

When appropriate, try to highlight the overarching benefits of your company as well as those of your particular product or service.  Try to inspire company-level confidence.

6) Optimize the Title (vs. Writing a Non-Descript, Generic FAQ Title)

This cannot be over-emphasized:  a well-written title is as essential to the FAQ page as it is to any other conversions page on your site.  Assume your FAQ page title to be as important as that of your sales page.  Without incorporating a keyphrase, a FAQ page title is a “throw-away,” such as “FAQ Page.”

Thanks for joining us for this final post of Heather’s video series on writing a kick-butt website!  As always, we welcome your comments and questions!

And speaking of questions…do you have any SEO web writing questions for Heather?  Next week kicks off our SEO copywriting Q & A series, where Heather will be answering your Web SEO copywriting questions.  Please send your questions to Laura@SEOcopywriting.com — we’re looking forward to hearing from you!