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The FAQ page is a standard addition to almost any site. It usually lists
questions customers ask on a regular basis, and the answers to those
questions. But what befuddles me is that hardly any sites I've visited use
this page as a sales tool.
(article continued below ...)
Did you think of that? If not, you re losing out on the use of some
valuable real estate! FAQ pages are generally well-trafficked areas of your
site. With just a few adjustments, your FAQ page could become one of your
leading sources for sales conversions.
Let me give you a before and after version of one site I visited. I ve
changed some of the information so as not to promote (or embarrass) the site
owner.
BEFORE
What is the source of the minerals used in your supplements?
We use all-natural minerals from sources such as limestone and dolomite.
Nothing artificial.
[back to top]
What is the source of Vitamin C?
Ascorbic acid, which was originally gained by isolation from fruits and
plants, is produced today by an industrial process. The basis for the
industrial ascorbic acid synthesis is D-Glucose (grape sugar or corn sugar),
one of the most common organic compounds in nature.
[back to top]
Informative? Yes. Does it answer the question? Yes. Does it contribute to
making the sale? Not really.
Now, let s change these two answers just a bit, add a link or two, and
see how much more powerful they can become.
AFTER
What is the source of the minerals used in your supplements?
We use all-natural minerals from sources such as limestone and dolomite.
These 100% natural minerals are then carefully processed under low heat to
remove impurities and preserve quality. Many minerals are processed under
high heat, which literally kills the beneficial elements of the mineral.
Because of our devotion to producing quality vitamins and minerals, we take
additional precautions that other manufacturers skip. To ensure you receive
the most potent supplements possible, choose XYZ Vitamins.
[shop for minerals] [back to top]
What is the source of Vitamin C?
Ascorbic acid, which was originally gained by isolation from fruits and
plants, is produced today by an industrial process. The basis for the
industrial ascorbic acid synthesis is D-Glucose (grape sugar or corn sugar),
one of the most common organic compounds in nature.
XYZ Vitamins uses only organically-grown grapes and corn, and we extract
our own D-Glucose to ensure the process remains 100% natural. No other
manufacturer in the world has developed its own facility specifically to
produce the highest quality of Vitamin C. We go the extra mile to ensure the
vitamins and minerals you buy from XYZ Vitamins are the most beneficial for
you and your family.
[shop for vitamins] [back to top]
See the difference? The before versions JUST answer the questions. The
after versions boost consumer confidence, promote unique qualities of the
products, and offer easy-to-follow links to buy the products in question.
By using some imagination and salesmanship, you can turn your FAQ page
into a highly productive tool that not only gives visitors the information
they need, but also encourages more sales!
About the Author:
Copy not getting results? Learn to write SEO copy that impresses the
engines and your visitors at http://www.copywritingcourse.com. Be sure to
also check out Karon s latest e-report How To Increase Keyword Saturation
(Without Destroying the Flow of Your Copy) at
http://www.copywritingcourse.com/keyword
March 2006
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