Continuing on our discussions about the importance of your website from last week, today I want to talk about a big way you can turn more website visitors into customers: answering their questions.
It feels a little old school, but actually having an FAQ could be the easiest and most effective solution.
See, visitors on your website need direction and they need answers or they won’t buy. If they’re confused, they won’t buy. If they aren’t sure what they’re getting into, they won’t buy. If they don’t trust you, they won’t buy.
That’s a lot of not buying. And it can all be fixed with just thinking and then answering the questions.
So what do your potential customers want to know?
– how much does it cost?
– is it framed?
– do I get to choose the frame?
– how will I know it’s really an original piece you made?
– how much is shipping?
– how is the art shipped?
– when will it get to me?
– what if it’s damaged or lost?
– what’s your return policy?
– is there anything I have to do to take care of it?
– how do I get in touch with you if I have a question?
And your particular website visitors might have more questions or different questions. Try going back through old emails and see what questions you’ve been asked directly, though these are definitely not all the questions your website visitors have.
Once you’ve brainstormed a solid list of all the questions you can think of, it’s time to answer them. This part is about making it easy for the customer. So try to put information in places that make sense. For instance, someone about to press “add to cart” on one of your paintings is going to want to know the return policy before they hit that button. However, it would likely be overwhelming if you wrote your entire return policy on the product page. So it might be most appropriate and most helpful to link it like so:
View My Return Policy
Each question your customer has will have a different “best” way of answering it. I recommend both having an FAQ page and putting answers to some of these questions in other spots around your website.
You should also set yourself a reminder to check this once a year and any other time you find yourself answering a question via email over and over again. Even if you’ve answered it on your site, when you’re repeatedly getting the same question it is very likely you haven’t made it easy on your website visitors to find the answer.