several hands being raised with questions


Confession time: I invent a lot of “frequently asked questions” for websites I write. 

Of course we answer the ACTUAL frequently asked questions, like “What’s your refund policy?” “Will this be recorded?” “Is lunch included?” etc. 

But I hate to miss the chance to throw some other, juicy stuff in there, too.

That’s because I believe FAQs are a goldmine for you.

They’re typically at the bottom of the page, so anyone who gets there has already been exposed to the story you’re telling about how your product or service can transform their life.

Now’s your time to pack in a lot of OTHER info you’d like to have on the page.

Search keywords.

Leading questions. 

Answers to common objections that might keep someone from buying. 

“What’s the difference between this and X?”

“Why is this so good for Y?”

“Why don’t you offer Z?”

“But what about Q?”

Those kinds of questions, that people may or may not actually frequently ask, are a great opportunity for you to show off.

“So glad you asked!” you might say.

And then take the chance to tell them even more (with text they won’t see until they click on the question itself.)

I like to keep the story tight at the top of the page: What is it, why would I want it, how do I get it? (This is the Grunt Test your website header should pass)

Then raise the stakes and remind the potential customer of the pain of the problem you address.

Then paint the solution.

Then show why they should trust you. 

By the time we get down to the FAQs, though, we can go to town.

If you have a website, why not take 20 minutes today and revisit your FAQs? 

Anything seem missing?

Any objections you could address here?

Have at it, my friends.

Inquisitively yours,


PS – If you update your FAQs, let me know!

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