One of the most common mistakes that I see people make with their sales page copy is neglecting the FAQ section. While most business owners treat it as a “catch all” space to re-establish some of the most important details of their offer, the FAQ section can be one of the most powerful pieces of copy on your sales page!
In this post, I’ll be talking about the importance of the FAQ section on your sales page and the best ways you can utilize it to help alleviate objections your audience may have surrounding your offer.
The types of people who read the FAQ section
One of the most important parts of a sales page is the FAQ section. Something I see many people do is write a very generic or boring FAQ section that doesn’t do much for their sales copy.
If you neglect this section, you’re doing a disservice to yourself and your reader. The FAQ section can be a very powerful tool if you use it properly. But to really know how to write it effectively, you need to be aware of the two kinds of people who will read it.
Two main people will read the FAQ section:
1. The first person is someone who has read your entire sales page and is looking for a summary before making a buying decision. This person hasn’t yet decided to purchase your offer, so they need a little bit more convincing at this point. In order to convert this buyer, you’re going to need to make sure you’re including some sales messaging (which we’ll cover in more detail later in this post).
2. The second person is someone who only reads your FAQ section because they don’t want to read your entire sales page. This is someone who is on the fence about your offer (possibly after reading a sales email or an Instagram caption) and has a very specific question or questions they want answered before committing. Because they’re not likely to read the rest of your sales page, we want to really use this as an opportunity to sell to and connect with them.
Overcoming your buyer’s objections with FAQs
One of the best ways to write your FAQ section is to use it as a way to overcome your buyer’s objections. That doesn’t mean you should try to manipulate or convince someone to change their mind if it’s already made up, but rather we want to really speak to those who are on the fence about your offer.
We want to write our FAQ section in a way that will help nudge the potential buyer in the direction that feels right for them. You can do this by making it obvious if the offer is a good fit for them or not.
Mindset tip: I know that the term “objections” can feel uncomfortable, especially for those of us who believe in selling in an ethical and mindful way. Which is why I like to reframe this in my mind as simply overcoming a buyer’s hesitations instead. That’s something we all can relate to, because hesitating as a buyer is completely normal! However you choose to think about it, your FAQ section should be the place you address those hesitations.
Types of objections to overcome in the FAQ section
We’ve established that the FAQ section is a prime spot to sell to your audience; but to do so effectively, we have to know the main objections any reader has before investing in an offer.
The objections surrounding your offer are going to be unique and specific to the type of offer you’re selling. For instance, if you’re selling a low-ticket offer, the audience may want to know why it’s priced so low. On the flip side of that, if you’re selling a membership offer that has a higher price point, your reader may have questions about the amount of time they need to commit to get the most out of being a member.
Generally speaking, though, there are three main objections that we should always take into consideration when selling any kind of offer:
Your reader may be unsure of investing in your offer because they don’t know how much time they’ll have to commit to see results. To address this concern, you could highlight in the FAQ section how easy the material is to get through, or that you offer different materials that allow them to learn on the go.
They also may want to know how quickly they can expect to see results. How long would it take for someone to experience the transformation you’re promising, or even the first hint of results?
Finally, the reader could also be hesitating on the timing of the offer. In other words, they may not think it’s the right time to invest in what you’re offering. Why is now the right time to join?
Whatever the time-related hesitation is, address it head-on with a specific question and be honest with your answers.
This is one of the more difficult objections to overcome because, in my opinion, I don’t think you should ever try to sell to a person who is hesitant about your program’s cost. Each of our financial situations is different, and it’s unethical, unfair, and non-inclusive to imply that a mindset shift is all that’s needed to afford your offer.
In my experience, the best way to address money hesitations is to:
- Be very clear on all of the costs associated with your offer (not just the investment, but also any costs that might be associated with implementing what you’re teaching)
- Sate if you have a refund policy, and what the terms are
- Let the audience know about any payment plans that are offered
You can (and should!) address each of these hesitations throughout your sales page, but it’s generally good practice to re-address them in your FAQ section
Having all the positive testimonials in the world won’t necessarily give your reader proof that your offer will work for them. As consumers, we often tell ourselves stories that make us believe we’re not capable of achieving the same results as someone else, or that an offer won’t work for us in the same way that it did for others.
While it’s true that we all bring different lived experiences to our work, we owe it to our readers to give them all the information they need to decide whether or not this offer is the perfect fit for them — and that sometimes means challenging those beliefs.
This is why it’s SO important to get crystal clear on the messaging of your offer:
- Think about who you’re trying to help
- Consider what they might have tried before that hasn’t worked for them
- Address how your offer is different
- Clearly explain what makes someone a good fit for your offer
If you can show your reader that your approach is different, then you’re more likely to show them that you can help them achieve the results they’re looking for — and make them feel like your offer is a good fit.
No matter what objections or hesitations you’re addressing in your FAQ section, my biggest pointer to you is to make sure that you’re answering those questions honestly and transparently.
Selling in your FAQ section is most effective when you can have an open conversation about whether or not the offer is a good fit for someone. It should be your goal to give your audience all the information they need to make an informed decision. This means going beyond surface-level questions to dig deep into what your reader needs to take action. That’ll create much better and more effective use of the FAQ section of your sales page.
For today’s coffee break exercise, I want you to think about the reasons your reader might not believe your offer is the right fit for them. Think about the stories or hesitations that may be arising for them that make them think your offer won’t work, and address them in your FAQ in a direct way.
For example, if you’re selling a website template for design and someone thinks that it wouldn’t work for them because they don’t have an eye for design, one of the questions on your FAQ could be, “Can I use this template even if I don’t have any design experience or talent?”
Writing Sales Page Copy: The Importance of Your FAQ Section: The Bottomline
If you’re neglecting the FAQ section of your sales copy, I hope that this post brought a lot of clarity and guidance for you on how to make better use of it.
The FAQ section, if done right, can be one of the most powerful sections of your sales page! It can help you address any hesitations that your potential buyer might have from reading your sales copy and will help them make an informed decision that’s best for them.
Thank you for reading!
If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you! See you back here in the next post — and remember, I’m rooting for you, always.
You can grab the Membership Sales Page Copy Template here!
For more information about the blog, or other ways you can work with me, check out: www.megantaylor.co
Meet the Host
Welcome! I’m Megan Taylor — copywriter for online entrepreneurs, bookworm, and founder of The Copy Template Shop. I believe that anyone can write strong copy, and I’m here to teach you how to write words that sell your online offers while prioritizing real connection, serving your audience, and simply being who you are.
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