Using your web copy to guide your prospect to the next step in their buying journey is something you need to be doing, even if you have a strong sales team. You need that copy to at least get them to a demo/discovery call CTA so the human-to-human connection can happen.
But how much other “stuff” do you need? Some standard elements on any website should be present for prospects who want to delve deeper. Some will want to know more about your company’s history, especially if they’re small businesses themselves. Some will want an FAQ page that answers some of their objections before they take the next step in the sales process.
Writing Your About Page
Remember in last week’s post when I said there was one place it might make sense to put the word “welcome”? This is it. Your about page can be used to further draw the prospect into your world by showing them in the very first paragraph the main benefit you bring to their table or allow them to discover the mission of your company. If you pop over to my about page, you’ll see how I funnel down from making it all about my prospects to a few key facts that make me more than just a voice behind the curtain.
Although this page isn’t necessarily in the buying journey, it is a peripheral part of the trip. If a prospect is looking at your site selling widgets and a competitor’s site selling widgets, but you seem more approachable and help them recognize the benefit of choosing you above getting the widget, guess what? Your widget gets chosen.
Don’t fall into the trap of just posting a boilerplate history of the company on your About page. Sure, you can say you were established in 2000, but how have your customers benefited from your company in the past two decades? Keep it interesting and lively. Don’t be a cardboard cutout like your competition. Set yourself apart.
Writing FAQs Pages for Inquiring Minds
No, you don’t need to list every question under the sun that a prospect might not ask. But you need to answer at least three to five questions that will overcome objections and clarify how you’re different.
This isn’t the place to be trying to answer questions your sales team would be better off addressing after understanding where the prospect is. Each prospect might have a slightly different motivation that will push them to buy. You can’t address all those variations on this page, so don’t try.
Here are some popular questions:
☑ Do you really mean 24/7 customer service?
☑ Do you do all the work yourself or outsource to contractors?
☑ What certifications do your technicians hold?
☑ Do you offer a guarantee?
There are many more questions you can include. Remember, you are demonstrating how your business is different than your competitor (without necessarily saying it—your prospect will come to that conclusion on their own) while nudging them towards thinking:
Wow, this is pretty good. Do I really want to spend more time looking at other competitors when this widget provider seems to have everything I’m looking for?
As you can see, these two pages complement your sales strategy and are expected by your prospects, even if they don’t look at them. Need help writing an about page or writing a FAQ page or revising your existing ones? Contact me to discover how we can transform these pages into soft persuasive copy that helps your prospect take the next step in your sales funnel.
