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 prospects may have before becoming 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?
|Increases conversion rates||A comprehensive FAQ section can help address potential customer concerns, leading to a higher likelihood of purchase.|
|Reduces customer support workload||By providing answers to common questions, customers may be less likely to need to reach out to customer support, which can save time and resources.|
|Improves customer satisfaction||Customers who are able to find answers to their questions quickly and easily are likely to have a more positive experience with the brand.|
|Provides competitive advantage||A well-written and comprehensive FAQ section can set a business apart from competitors who may not provide such resources.|
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?
|Product Overview||Provide a brief overview of the product or service, including its features and benefits, to help customers understand what the app can do.|
|Pricing and Plans||Include information on pricing and plans, such as subscription options, free trials, and any discounts or promotions that may be available.|
|Technical Requirements||List the technical requirements needed to use the app, such as compatible operating systems, devices, and internet speed, to ensure that customers can use the app without issue.|
|User Onboarding||Explain the onboarding process for new users, including any tutorials or guides that are available to help them get started with the app.|
|Data Security and Privacy||Address any concerns customers may have about data security and privacy, including how data is stored, protected, and used.|
|Customer Support||Include information on the customer support options available to customers, such as email, phone, chat, or a help center, as well as the hours of operation and expected response times.|
|Integrations||List any integrations that the app supports, such as with other SaaS tools or APIs, to help customers understand how the app can fit into their existing workflows.|
|Product Updates and Roadmap||Provide information on the app's product roadmap, upcoming updates, and any new features or improvements that are planned to be released.|
|Billing and Invoicing||Explain the billing and invoicing process, including when payments are due, how to update payment information, and how to access past invoices.|
|Cancelation and Refunds||Address the cancelation policy and refund options, including any fees or penalties associated with canceling the subscription.|
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?
|Start with a clear objective||Define the goal of the FAQ section, such as addressing common customer concerns, reducing customer support inquiries, or increasing conversion rates.|
|Use a consistent format||Use a consistent format for all questions and answers, with headings, bullet points, and other formatting techniques to improve readability and organization.|
|Be concise and specific||Provide clear and specific answers to each question, using plain language that is easy for customers to understand.|
|Provide context and examples||Provide context and examples to help customers understand the information provided in the FAQs, and link to related resources where appropriate.|
|Update regularly||Keep the FAQ section up-to-date with the latest information, and add new questions and answers as necessary to address changing customer needs and concerns.|
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 yourself 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.
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.
Here are some common questions that B2B SaaS customers often ask
- What are the main features of your product?
- How does your product compare to similar products on the market?
- What is the pricing structure for your product?
- How is your product delivered?
- Is your product suitable for small businesses?
- Do you offer a free trial or demo of your product?
- Do you offer training or support for your product?
- Do you offer integrations with other tools or platforms?
- Do you offer custom plans or packages for larger organizations?
- Can you provide references or case studies from other businesses that have used your product?
- How does your product handle data security and privacy?
- Do you have a mobile app for your product?
- How often do you release updates and new features for your product?
- Do you offer any discounts or promotions for new customers?
- Can you provide a list of current customers or clients that are using your product?
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 scan for information or use 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.