FAQs: Save time and convert customers

Working tirelessly 24/7 to inform, qualify, and convert customers - here's why you need solid FAQs 

Anticipate customers’ needs and address their concerns

FAQs can answer customer questions instantly, alleviating their concerns and pushing them further along the sales pipeline. By anticipating common questions, you empower them to make informed decisions without needing immediate contact.

Reduce friction and boost efficiency

How often do you answer the same questions about pricing, features, or compatibility? FAQs eliminate this repetition, freeing up your sales team to focus on nurturing high-value leads and closing deals.

Transparency builds trust (and sales)

Customers who can easily find answers feel empowered and confident about your product or service. Good FAQs demonstrate transparency and build trust, making your customers more engaged with you and your products. 

What should I include in my FAQs?

By anticipating what your customers might ask, you can provide clear and concise answers up front. This saves them time searching for information and allows them to focus on making an informed decision. An effective way to do this is take your first draft of FAQs and circulate them around different functions. Getting input from others is crucial to cover the kind of questions customers are thinking about.

Customer-facing staff will also be able to run off a list of the kinds of things they are asked - but as well as Sales, also check with any onboarding, retention and technical troubleshooting teams. They will know what regularly comes up. While you won’t want to cover all questions in your FAQs, you might find that this input helps you write them in a way that saves time and effort further down the line.

• If you sell products: Customer questions about practical things such as delivery and return policies for products are the most obvious ones.  That way, customers know if they can get your product when they need it

• If you sell services: Questions for services should cover the same things e.g. when can I get the service? Of course, with SaaS, you can usually get the solution immediately, but getting a team up and running with it, getting the full value out of it can take longer. But how long? 

For both products and services, you can also include things like which customers your offering suits best. Showing you know who your product is for shows your customers you are interested in how happy they will be with you. It also shows them that you know your existing customers and how they get value from your product. 

FAQs as a springboard for deeper conversations

Use your FAQs to highlight flexibility (e.g. ‘Contact us for express shipping options’) or offer alternative solutions (e.g. ‘We recommend product X for your specific needs’).

Remember, customers are more likely to convert when they understand exactly what they're getting.

Is it possible to give away too much information?

Don’t be concerned that FAQs could scare away potential customers. 

Good FAQs act as a filter. If a customer's needs don't align with what you are offering they'll discover that quickly. This saves you both time and effort by focusing on qualified leads who are a good fit.

FAQs are your time-saving heroes

By empowering customers with self-service options, you free up your team to focus on high-value interactions with qualified leads. Customers get the information they need quickly and efficiently, while you streamline your sales process and maximise your sales potential.

Even if your product isn't the perfect fit now, FAQs can keep your business top-of-mind customers’ minds. Capture email addresses to nurture leads and stay connected for future opportunities when their needs might change.