How to Write FAQs

FAQs can be an effective technique for overcoming objections and educating prospective buyers on how they ought to be thinking about your product or service. Every buyer has objections that need to be understood and answered. Some of these objections are easy to overcome. If someone has a question about a product’s dimensions, for instance, that be easily explained in the product’s description.

Others are more difficult.

These more difficult ‘objections’ to overcome are usually around ability, value, and utility.

‘I don’t think this program will work for me.’

‘This cost too much.’

‘It’s going to be too difficult to set-up.’

‘This product/service isn’t as good as [insert comparable product/service].’

These objections often arise because the purchaser is asking the wrong questions about the product. So how can we reframe the question and overcome the objection?

Enter FAQs.

Why should FAQs be included on my website or sales page?

FAQs, or frequently asked questions, are an effective technique for overcoming objections and educating prospective buyers on how they ought to be thinking about your product or service.

In other words, FAQs help potential buyers start thinking about the questions they should be asking. And, of course, they also save you time answering support emails as they should contain questions that are actually asked frequently. An effective FAQ section deals with objections through education, highlights the benefits, and reassures the buyer.

FAQs educate through reframing questions

Questions have the power to shape how someone thinks.

Instead of someone asking, “Will this product work for me?” An FAQ can reframe the question as, “How soon will I see results from this product?” The first question wonders whether results are even possible; the second question assumes results are possible.

Notice the difference?

FAQs give you an opportunity to frame how people are thinking about your product or service. It’s often a matter of education: If the purchaser was asking the right questions, their objections would be overcome.

FAQs highlight the benefits of your product or service

Want to remind your prospective buyer of that kick-ass transformation they’ll experience by purchasing your offer?

Highlight it in an FAQ.

For instance if you were offering a nutrition product, you might ask, “What should I expect to experience after participating in this nutrition challenge?” The answer might look something like, “People who fully commit to the program and participate in the community often experience more energy, less fatigue, greater gains in the gym, and beach-ready body composition.”

FAQs offer reassurance

When you start paying attention FAQs on other websites, you’ll begin to notice at least one question is usually dedicated to a refund policy or highlighting social proof. For instance, on Elementor’s website, they ask whether a demo of the product is offered. This gives them an opportunity to highlight their 30 day refund policy. Something else Elementor could have done is emphasized their confidence that people probably wouldn’t want a refund since they have thousands of happy users.

Think about all those last minute ‘what if’ questions people might be asking themselves before they click ‘purchase.’ How can those be answered in a way that reassures the buyer she is making the right decision?

How can I create effective FAQs for my website?

Here are five tips for writing your own FAQs:

1. Start by creating a list of common objections and reasons why someone might not buy your product or service.
   Then turn these statements into questions, but be sure to frame the question in a way that minimizes the objection. Even if the question can’t be reframed, the answer should clearly overcome the objection.
2. Remember to write FAQs from the perspective of your prospective buyers. Use language they would use, and write using first person pronouns such as ‘I’ instead of ‘you.’
3. Utilize social proof if possible. Frequently citing other people’s positive results and experiences to support answers reinforces the legitimacy of your claims.
4. Answer questions people are actually asking. FAQs can be a powerful sales technique, but you want to make sure they are truly helpful as someone considers purchasing.
5. Put the FAQs near the final CTA and pricing. Frequently asked questions are most useful in answering those pesky, last minute ‘what if’ and ‘should-I-or-should-I-not’ objections.

Another technique is to use questions to outline your entire sales page. Whether you’re selling an online course, a product or photography services, adding an FAQ section can go a long way towards educating prospective buyers and ultimately helping you get the sale!