Your FAQ Page: An Added Opportunity for Conversion

richard todd,self-publishing coach,copywriting torontoYou might not feel you need an FAQ page, but having one gives you another opportunity to attract, engage, and convert customers.

Here’s how to optimize yours.


Do you have an FAQ page? If so, are you using it to its full potential?

FAQ pages are great ways to inform your audience about important information they need when doing business with you. You can, however, use your FAQ page as a strategic marketing tool to convert more website visitors into qualified leads.

Think about it. People who invest their time to read your FAQ page are doing so for a reason: they’re interested in doing business with you. Why not just give them a little extra push to move them through their sales journey, and develop a relationship that could make you money?

Here are some ideas for optimizing your FAQ page for conversion:

  1. Use Real Questions: What do your customers ask you about the most? Maybe they want to know about your team’s experience, return policy, or what certain industry terms mean. Just like the rest of your site, only include the most relevant information here.
  2. Include Keywords and Links: Be sure to include lots of keywords on your page, as well as internal and external links where the reader can go to learn more information.
  3. Encourage Engagement: Even though you’ve included all the FAQs you could think of, there will always be some prospects who will ask more. This is a great reason to include a call to action at the bottom of the page, encouraging inquisitive folks to submit their own question. Be sure to personally answer them ASAP to start them on their sales journey.
  4. Use Landing Pages: One of the questions might be solved with a white paper you’ve written. Include the link to its landing page in your answer.
  5. Watch the Length: More isn’t always better when it comes to content, and FAQ pages are no exception. If your FAQ page is too long, your reader might give up halfway down. For longer pages, try installing a search function or hyperlinks to the answers.

You need every chance you can get to convert your audience. By optimizing your FAQ page, you’ll be giving your business an extra chance to attract, engage, and convert website visitors into qualified leads.


3 Simple Steps for a Compelling About Us Page

About Us,About Me, Editor's DeskYour About Us page could be the most important part of your site. Are you maximizing its potential?

How’s your About Us page? Have you considered how powerful it can be?

The About Us page provides a wonderful opportunity to really connect with your audience. It’s where you can talk about your background and describe what inspired you to start your business. No one likes to read an About Us page that feels like a reshashed sales pitch.

But some organizations do just that: talk about the company instead of focusing on the human element behind the curtain. It’s as if they copied and pasted information from their product pages.

Let your products and services speak for themselves in their own space. This is about you!

So how do we change our minds about About Us pages? Here are three simple rules to get you started.

Rule #1) Tell your story: You felt a passion and started a business. That’s a story worth telling.

Explain what inspired you to take that first step? Did you see a business need worth pursuing? Did you have a mentor who inspired you? Did you start with a lemonade stand and now own a catering business? We need to know!

But remember, the content needs to be relevant to what you’re doing now. If you’re an accountant, the fact that you played in a garage band in your 20s probably wouldn’t apply here. When you get to know your clients a little better, you can share these details.

Finally, now is not the time to be modest. Like I said, your story is worth telling. Tell it. Be honest and be proud.

Rule #2) Show Yourself: We’re human. We like to see other humans. And not the ones in stock photos. We want to to see you!

Arrange for some professional headshots (no selfies!). If you’re creating a page highlighting an executive team, a group shot is a great way to show team unity. If that doesn’t work, try to use the same photographer for individual shots so the images appear consistent.

Also, the pictures should represent your industry. Web developers have more leeway with fun pictures than financial professionals. Your photographer will be able to help you foster the proper image and setting.

Rule #3) Get Someone to Proofread It: I can’t stress this one enough!

A colleague should be able to tell you if it’s too long, uninspiring, or overtly sales oriented. Be sure to select someone who will be able to pay attention to spelling, punctuation, and grammar issues as well.

In case you’re still skeptical about the power of About Us pages, consider Facebook. When you think about it, that monster is simply comprised of personal About Me pages.

Millions of them.

And Facebook really took off, didn’t it?

If you’re a writer, write. And if you’re a reader, keep reading. We need you!

Author Richard S. Todd

Richard Todd is a novelist, screenwriter, and President at The Editor’s Desk. Plus a few other things that get lost in the clutter. Visit him online at