Why You Need a FAQ Page
We are going to talk today about how adding very comprehensive FAQs, frequently asked questions, to your website can give you a ton of leverage with your company. One of the challenges that we had with our construction company was we were having a ton of leads coming in. I think at one point, we had about 150 leads requesting consultations that we couldn’t get back to. We have people that are getting upset with us. So, trying to figure it out, we asked ourselves, how do we solve this problem? What can we do to make sure that we’re giving the customer service that we’ve always been giving in the past?
Once we came to the conclusion that we couldn’t call these people back, and the people in our office didn’t necessarily have all the answers to answer the questions people were asking, we decided to create an FAQ. These are questions that it’s taken us 20 years to learn just doing the ins and outs of the business. As the business owner, you have to learn how to transfer this to your team, so they can answer these questions for you since you can’t physically be there to answer it.
How to Get the Information You Need
What we did first was do a brain dump. This took roughly three weeks. All these questions that people were asking and what they were wanting to know, I put all those on paper. And we already had a big asset from doing this prior, as we had cost guides that we built out for:
- Custom Homes
- Home Remodeling
- Accessory Dwelling Units
- Site Costs
- Building Cost
- Permits & Fees
The whole bit so, a bunch of information that we had already put on paper and in video. And with the videos, we’d actually transcribe the text, so we had a lot of this information already.
How to Use Your Frequently Asked Questions
We sectioned it up into small pieces and specific questions that people were actually asking. Then we were able to put this on the site, on the FAQ page, and then incorporate that into our request for consultations. Also, any email templates that we send out to:
- Clients and prospects.
- People that are inquiring about our company.
That’s in there, so it’s completely reducing the amount of questions that we get.
Process for “Request a Consultation” | Consultation Fees
The other thing that’s huge is it allows us to charge for our initial consultations that we have with the client when they contact us. The way it’s working now is, we get an inquiry on our Request for Consultation page, which is gated. They know they have to pay the $400 consultation fee in order to actually request the consultation. It allows you to charge for your time because now my team members, instead of me, are calling somebody back and spending 30 – 40 minutes on a phone call with them. They answer any questions they do have by using the FAQ document to take the information off of that if they don’t know it themselves, and communicate that to the client that is calling. It empowers them to answer the questions by giving them a road map of what to say.
Being Able to Charge a Consultation Fees
I do not have any time involved in the process initially of:
- Booking the meeting.
- Talking to the client.
Because we’ve given out so much information on the front end, through:
- Pricing Guides
We have essentially earned the right to get paid for our initial consultation. Because, at that point, they have received a ton of information already, they’re now ready to have that very specific conversation with us, in regards to their specific needs that they have.
Building Your FAQ (Frequently Asked Questions) Page
This is one piece of the puzzle, but we were able to compile all the information we had from the content that we created from:
- Pricing Guides
- Common Questions
And put it into one location, the FAQs. Then, we’re able to now charge for our consultations because the people want to work with us and save our time.
Reaping the Rewards for Having a FAQ
We invested a bunch of time on the front end, and now we’re reaping the rewards for having the FAQ, having all that content out there because it:
- Builds your authority.
- People will want to work with you.
- Able to charge a premium for your fees.
- Then every step thereafter, you’re able to charge a fee, for example a consultation or design fee, to move forward.
You really eliminate all of that free work that you’re used to doing on the front end, hoping that you land a project or any type of a deal that you’re doing.
How to Format FAQ Page
I want to give you a quick example here of what I’m talking about. This is the FAQ page on our construction company site. You can see, we went down here, and we have a bunch of different sections here that are covering different areas. You have:
- Buying Land
- Custom Homes
- Plans & Design
- Permits And Fees
- Build Cost
- Site Costs
- Accessory Dwelling Units
- Home Remodeling
- Safety and General Information
- Kitchen & Bathroom Remodeling Costs
- Room Additions
You open all these up, and they have a number of different sections in them. Then you have your questions under each one of these sections that have information under each one of the individual sections. This is a basic FAQ page that also includes internal links for our website that link back to the cost guides or landing pages.
Example of How the Frequently Asked Questions Page Works
This is our Accessory Dwelling Unit (ADU) Building Cost Guide. It drives them to the landing page, to get more information. If they’re just coming to our site for the first time meaning they haven’t downloaded anything. They’re not into our marketing engine yet so we want to capture their email. This is how we do it, by pointing them to the landing page. They watch a video which is huge on converting. How it works:
- It tells them what’s in there.
- They put in their information.
- Pushes it right into our marketing system.
- Now, we’re able to continue marketing to them.
We use the FAQ page to drive even more traffic to our landing pages and give them the information. This is huge in just freeing up your time, just by putting all the information that’s in your head on your website in an FAQ page.
How We Create Content | FAQ Page
The way that we create the content is we go, “What questions are we getting asked in the sales process when people are calling us, and what are their concerns?”. We start answering their questions with videos. And then we take these videos and:
- Transcribe Video
- Edit Transcription Formatting to Read Correctly
- Build a Blog Post
- Add Video Embed to Blog Post
How Much We Charge for Project Consultations
We started charging $100 for this same process initially. However, we still had at least 10 a week. We then went to charge $400 for a project consultation.
Extra Company Revenue | Paid Consultations
We get about two to three paid consultations every week. This essentially created another $40,000 plus of revenue for the year that we now get paid for. It also really ups the quality of that lead because the person that’s willing to pay for your time on the front end is a much better lead.
Request a Consultation Page | Converting Leads
Let me give you an example of our Request a Consultation page. This thing can work really awesome. We were having over 50 requests for consultations or so a month. It was really inundating us. We were getting really behind in responding. The “Request a Consultation” page format is:
- Video at the very front. We’re saying, “Please. You’re going to watch this video.”
- Tell them how to do it. “Please read prior to requesting project consultation.” This is going through, telling them to read this and then talking to you about what the consultation is about, their project needs.
- We’re listing projects we do. We’re also listing projects that we do not do. We want to make sure that they don’t contact us unless it’s something that we can help them with.
- The next step is taking them through the process. Once you fill out the form, what can you expect?
- We then have another link to our frequently asked questions, a couple of different links, so you can go back to the FAQ page, so they can get more information and then potentially convert or not.
They get what they need just from our website for free. They want to go do it themselves, we gave them the needed information and empowered them to do that.
Why You Need to Create a Comprehensive FAQ Section on Your Website
The quality of leads is so much better. This is actually our CRM, HubSpot. Our CRM, HubSpot, captures information, and this fills out all the properties within HubSpot. You go through and hit submit down here and capture the lead. This is how you can take all the information from the content you’re creating, put it in a massive FAQ, then take it and start charging for project consultations and empower your team to answer questions that are being asked by your clients.
Feel Free to Reach Out to BuildIt Media!
I hope that was helpful. If you:
- Have more questions.
- Are interested in getting a website built.
- Are needing a marketing plan implemented.
Feel free to reach out to us. You can go to buildit.media and request a marketing consultation. We will reach out and talk to you. Have a great rest of your day.
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