by Karon Thackston © 2002 http://www.copywritingcourse.comThe FAQ page… a standard addition to almost any site. It usually lists questions customers ask on a regular basis, and
answers to those questions. But what befuddles me is that hardly any sites I’ve visited use this page as a sales tool.
Did you think of that? If not, you’re losing out on use of some valuable real estate! FAQ pages are generally well-trafficked areas of your site. With just a few adjustments, your FAQ page could become one of your leading sources for sales conversions.
Let me give you a before and after version of one site I visited. I’ve changed some of information so as not to promote (or embarrass) site owner.
BEFORE
What is source of minerals used in your supplements?
We use all-natural minerals from sources such as limestone and dolomite. Nothing artificial.
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What is source of Vitamin C?
Ascorbic acid, which was originally gained by isolation from fruits and plants, is produced today by an industrial process. The basis for industrial ascorbic acid synthesis is D-Glucose (grape sugar or corn sugar), one of most common organic compounds in nature.
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Informative? Yes. Does it answer question? Yes. Does it contribute to making sale? Not really.
Now, let’s change these two answers just a bit, add a link or two, and see how much more powerful they can become.
AFTER
What is source of minerals used in your supplements?
We use all-natural minerals from sources such as limestone and dolomite. These 100% natural minerals are then carefully processed under low heat to remove impurities and preserve quality. Many minerals are processed under high heat, which literally kills beneficial elements of mineral. Because of our devotion to producing quality vitamins and minerals, we take additional precautions that other manufacturers skip. To ensure you receive most potent supplements possible, choose XYZ Vitamins.
