The FAQ Page: Content Marketing's Neglected Gem

Many times when a client and I are discussing content creation for a new website, the client will list many of the "must haves" such as the home page, the "About Us" page and various product or service pages. At some point or other I'll ask them, "What about an FAQ page?" And they'll mumble something along the lines of "Well, maybe later, I don't know, possibly, if it turns out we need one, sometime down the road...." blah blah. The notion seems to be that the only reason to build and populate an FAQ page on a website is to straighten out hopelessly confused buyers and prospective buyers. Okay, that's a good reason -- but it's hardly the only one.

Your FAQ page isn't just an online troubleshooting guide or information kiosk; it can also serve a powerful piece of marketing content in its own right. Here are some specific actions your FAQ page can perform to help you sell.

De-Cluttering Other Pages

Countless organizations pack their websites hip-deep in details, turning critical top-level pages like the home page into dense, unreadable, uninteresting messes. That's not to say that the details don't matter -- in fact, the right detail presented at the right time can help clinch a sale. The home page just isn't the place for it, but the FAQ page frequently is. By breaking these important specific into paragraph-sized chunks preceded by fairly open-ended questions ("What other chronic ailments can this therapy treat successfully?" etc.), you can lay out these details in manner that makes them easy to spot and absorb while freeing up other pages to do their work more effectively.

Spinning Your Side of the Story

At some point or other you may need to defend your products, your services, your company or even your entire industry against negative press or rumors. Even when all is generally well, there will be instances where you need to relieve prospective buyer's concerns over particular aspects of your offerings or processes. Hence the need for FAQs such as "Why does your product cost more than competing brands?" or "Is it true that some people have had allergic reactions to this item?" Your FAQ page can double as both a natural place to address any lingering concerns and as a positive-spin zone for shooting down false accusations and getting the best possible face on genuine shortcomings.

Guiding the Reader From Pain Point to Final Pitch

An FAQ page can act just like a landing page if you arrange the questions in the right sequence. Start with general introductory questions that include pain points (a literal example would be "What is sciatica?" "What symptoms does it cause?" "How debilitating can this problem become?"). Then go into questions and answers directly related to resolving that pain ("How fast does this therapy yield results?" or "Can this technique eliminate the need for surgery?"). Finally, wrap up the FAQ with a section that compels a call to action ("Why do you recommend that I schedule my first treatment as soon as possible?" and so on).

An FAQ page can do a lot for your online content marketing, no matter how knowledgeable your target market might seem to be. Ask the questions you want to provide the answers to -- and aim those answers right at your audience's sales triggers.

Any questions?