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Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by C.C. Chapman, Ann Handley

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Chapter 15

From Dumpy to Sexy

An FAQs Makeover

The Frequently Asked Questions, or FAQs, pages are the unsung heroes of your company website. Often unappreciated and undervalued, they can nevertheless play an essential role. What’s more, they can often help easily and succinctly communicate your brand value to would-be buyers, enticing them to take a closer look at what you have to offer. So as part of your program to produce compelling content, don’t ignore your FAQs pages.

An FAQ page is a web page (or series of pages) of answers to questions that visitors frequently ask about your products or services. It functions as an online customer service center, cutting down on repetitive inquiries by anticipating the questions your visitors might have.

But here’s the thing: if your visitors are already mining the questions looking for answers, chances are they are already thinking of doing business with your company. So, done right, the FAQs page helps build trust, educate your customers, and ultimately further your relationship.

Write answers, not descriptions. This sounds obvious, right? Don’t be tempted to slip in unnecessary product or service descriptions; focus instead on giving your visitors direct and simple answers to their questions. Just like you should approach any content on your site, write for your customer: tell your visitors what’s in it for them.

For example, what’s more useful: knowing that the new Sealy Posturepedic UniCased mattresses can be bent up to 15 degrees ...

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