The questions you get from customers can be a goldmine for your marketing.
If you're running a B2B business, there are certain questions that you find yourself answering over and over again. Prospects ask you these questions when they're considering becoming customers, and current customers ask them when they need help with your product or service.
So why not turn these questions into an FAQ page on your website?
An FAQ page is a great way to save time by sharing the answers to common questions in one place. But it's also an opportunity to increase conversion rates by addressing any objections or concerns that prospects may have before they become a customer.
In this post, we'll discuss how to write FAQ pages that convert.
Why do B2B businesses need a FAQ on their website?
Nowadays, consumers expect a lot of information about a product or service before they buy it. They want to know all the details—what it does, how it works, and how it can help them. A lot of this information is available on your website. However, your website visitors might still have questions about your company or product that are left unanswered. You need to provide these answers so customers can make an informed decision to buy from you. Your FAQs serve as a great tool for doing just that.
Your FAQs not only help customers make buying decisions, they also build trust and credibility in your brand at the same time by answering any questions they might have about you and what you do before making a purchase. By providing thorough answers to their questions, you’re demonstrating that you care about their needs and wants as well as giving them confidence in your company's abilities so they feel comfortable buying from you right away instead of waiting until later on down the road when they're ready to make their final decision.
What information should I include in my B2B FAQ?
The purpose of a FAQ is to provide answers to common questions that prospects, customers, and partners might ask your company.
When creating a FAQ for your company, you should start by making a list of all the frequently asked questions that people have asked you in the past. Then, you should think about common questions that people might have but haven't asked yet. This will give you a good starting point for information to include in your FAQ.
FAQs are most commonly used on support pages online, so you should keep keywords in mind when writing them to increase the chances of them being found through search engines.
Your FAQ should be organized by topic if possible and formatted in an easy-to-read way (bulleted lists or numbered lists work well for this).
What do I need to know about writing a B2B FAQ?
Writing FAQs for business-to-business companies differs somewhat from writing other types of FAQ pages, but the most challenging aspect is creating a list of truly good questions that are helpful to your audience. A good B2B FAQ can:
- Help readers understand how they might make use of your product or service.
- Establish you as an expert in your field and build trust with your customers.
- Address commonly asked questions that would otherwise require customer support to answer.
- Lead customers further along the purchase funnel with carefully crafted suggestions of useful products and services related to their needs.
In order for a B2B FAQ page to be successful, it has to do all these things at once while still being easy and interesting to read—not an easy task! But by doing some pre-writing exercises and making sure that you’re fully informed about your audience and the unique challenges they face in their business or industry, you’ll be able to put together a compelling list of questions that will provide real value while also representing your company’s expertise in its field.
What's the best way to organize my FAQ content?
How you organize your FAQ content is just as important as the content itself. Whether readers are scanning for information or using a search bar, it's critical to present them with an engaging and easy-to-comprehend layout. Here are some tips for how to do this:
- Use headings and subheadings to break up your text into smaller chunks that readers can scan easily.
- Use numbered or bulleted lists so readers can identify key points quickly without missing any crucial information.
- Keep sentences short and sweet; nobody likes walls of text they have to plow through. The same goes for paragraphs—keep these short, too.
- Speak in plain language; avoid jargon and buzzwords at all costs! Whoever is reading your FAQ page probably isn't intimately familiar with all the technical terminology that may be associated with your product or service, so make sure you're doing what you can to simplify things. Also, if possible, use the active voice instead of passive (e.g., "We offer customer support Monday through Friday," NOT "Customer support is offered Monday through Friday"). This makes your writing more direct and less bloated.
- If possible, try to answer each question in one sentence only—the more concise you are, the easier it will be for people to skim over your content when needed.
A professional writer will help you craft effective and engaging FAQs for your B2B business.
Deciding to have a professional writer create your FAQs will help you craft effective and engaging FAQs for your B2B business. A great writer should have experience in writing FAQs as well as experience with B2B businesses. Additionally, they should also have knowledge of the industry and be able to research the topic if necessary.