Your potential customers come to your website hoping to find a solution to their problem…
But before they feel ready to buy from you, they will have questions about your products and services.
You need to adopt the beginner perspective and make sure your website answers their questions, ideally by integrating them seamlessly to the rest of your content.
Convention says you should have a section of your site titled Frequently Asked Questions.
Here’s a more creative alternative: answer their questions with your content.
Questions your potential customer needs an answer to:
- What if it doesn’t work? What if I don’t like it? What’s the refund policy?
- Who are you and how did you get to know about what you do? How do I know I can trust you?
- What does the process look like? Are there appointments? How many? How long do they last?
- My life looks nothing like the testimonial you have on your site, will this still work for me?
- How do I know that I need this product/service? And how do I know which product/service to buy?
- What’s the difference between what you do and your competitors? How do I know I want you and not them?
- Do I need to prepare beforehand? Or do I need to buy some other product first?
- How long will it work for? What guarantees can I expect?
5 Bonus Questions
Sometimes it helps to get into specifics. Even if you don’t offer the following services, think about how these questions reflect the concerns of your own customers.
- If you’re an Acupuncturist: Does it hurt? Do I have to get naked? Will it cure my migraine / back-ache / anxiety?
- If you teach Yoga: But I’m not bendy / thin / young enough, what do I do? What do I wear?
- If you’re a Health coach: I want to eat healthy, but I don’t want to eat nothing but kale.
Don’t Forget These…
- Compassion and understanding. Some of these questions may seem obnoxious, but that’s because your potential customers are scared. It’s your job to reassure them. If you can show them you get them, they will connect with you instantly.
- Remember: you are the expert. It’s your job to explain to your potential customers how you can help them with your services and products. Try clarifying the concepts, ideas and jargon in your industry, as this will put your customers one step closer to buying from you.
- If you need perspective on your own products and services try this: check out the website of someone offering a service you want that is unrelated to your industry. Notice the questions that come up when you’re considering hiring someone.
You want to make it easy for them to buy from you by addressing any doubts that stop them from saying yes.