… before they’ve even started
The 3 Most Critical Pages on Your Business Website:
Home
About
FAQs
Repeat after me: Home. About. FAQs.
I know, I know. You like your fancy Services page. Hey, I like it too. It sells so well, once I get there. And those Product pages, those are great. So zippy, so to-the-point. But I don’t know you yet. You’re a small business, and I just got here. Believe it or not, though it’s awfully logical, I’m not going there first.
You like your blog. It’s got content! Search Engine Optimization! Thought gol-durned leadership and the sweat of your brow! All integrated with your business site like you heard you should!
I love it. And pretty pictures, too. Just riveting. When I’m wishing to kill a bit of time I really appreciate digging into your knowledge base. Really I do. Something from your content may even have drawn me here via search. The effort is not going unnoticed, but…
You want to make some sales on your website?
Home.
About.
FAQs.
I have to know what you want to sell me, and care, before I leave the homepage.
If I care but don’t quite know I’ll give you another chance: I’ll go to the FAQs or the About page (about 50/50 which one I’ll choose, if they’re both easy to spot). Boy, you better tell me why I should care there.
If you are somehow very, very close to telling me what I want to hear, or I very, very much need what you (may) have, I’ll give you one more chance, and visit the About or FAQs that I didn’t choose the first time.
That’s it. If I don’t figure out how you can help me, feel drawn by your incredibly persuasive writing to let you solve my problem, and see frequent, gentle links within the text on those three pages to your services or products, I’ll forget your cute navigation bar had ways to go directly to what you offer. Back to Google.
Sounds crazy, huh?
I watch an awful lot of users test websites, dear reader. Heck, I research new websites just like yours constantly, and even knowing (as I do) that you have a cute nav bar, I find myself following the same pattern.
Hm… what’s here? Home.
That didn’t tell me much. But search brought me here for a reason… Well, who are they and why should I buy from them? About.
Jeez, maybe they’ll tell me what they sell when they’re telling everyone else. Surely “WHAT HAVE YOU GOT FOR ME?” is a Frequently Asked Question… FAQs.
Tell me. Tell me again. And yeah, then tell me again. Call me dense if you like, and repeat yourself for me. Forget that you’re bored, forget that you’re frustrated by having to find fresh ways to say it. If you make it hard for me to figure you out, I’m frustrated, and that’s the worst possible Customer Experience. Because it’s not only me walking away, it’s your potential sales.
Never assume I’ll follow your path through the site, and never forget: Home. About. FAQs.
Grow and be well,
Kelly Erickson
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25 September 2009, 7:56 am
“Tell me. Tell me again. And yeah, then tell me again…”
This holds true for brochures and other types of marketing materials. And I always come up against it. “Didn’t we already sometime similar to this on the seventh paragraph of the Services page?” or “Isn’t this kind of the same as the blurb on the inside flap of that two-fold?”
Reinforcing the key message is good for its own sake. But the most important reason (in my mind) is that nobody reads everything you give them. Some read the inside flap, some read just the cover, some read just the FAQs. You’ve got to have your key messages EVERYWHERE so they don’t get missed.
(BTW, I love finding new ways of saying the same thing. Besides, it often helps get the message across better because different people react better to different things. You might connect with Visitor A with one way of saying things, and Visitor B by putting it slightly differently. That will make all the difference…)
~Graham
25 September 2009, 7:59 am
This is something I’ve always been telling people:
Tell your audience what you’re going to tell them.
Then tell them.
Then tell them what you just told them.
It works in website design as well. Great article!
Barbara Ling, Virtual Coach´s latest blog… Today’s Earn Money Online Tip – Become THE Authority
25 September 2009, 8:35 am
Graham,
‘Zactly. People investigate your materials differently, and they react to different triggers. So keep introducing your solutions to their problems in different places/different ways, even though it feels familiar to you.
Barbara,
Yes! Of course it’s the classic lesson in any kind of writing, including website copy.
The key for me is *where* that writing goes. I can’t tell you how many clients say “But didn’t they see it? It’s all right there, on that one page…” No, nobody looked there, because it wasn’t where they wanted it to be. Repeat all over in different ways. Repeat where they’re looking, first!
Regards,
Kelly
25 September 2009, 9:36 am
What drives me nuts is the price. Why don’t they put it out there? That’s all I’m interested in. You may have a great product but if I can’t afford it?….
I hate having to dig for it, why do you hide it? I always say that if you hide your price, or ask people to submit a form to get a price…NEXT!
I may be in a price sensitive industry but it works at home too. Tell me the interest rate, the hiden charges, the shipping fee, the taxes. Whatever. I want to know the bottom line.
Eyeteaguy
Eyeteaguy´s latest blog… Lessons you can learn from F1 – revisited
25 September 2009, 9:36 am
FAQ’s?? Hm…note to self….
Kelly ,
The only thing that would make this post better is to couple it with Sonia’s “Is Branding Dead?” over on copyblogger this week, where she asks, “What’s your promise?” Like reaching into a designer closet and pulling out the perfect little black dress and the killer shoes to go with.
It’s so easy to forget to check the mirror. Sit in the audience seat.
But doesn’t it make a difference?
Thanks and Brava.
25 September 2009, 9:55 am
This post was the best I’ve read here ev. er.
Okay, well that’s only because I forget the other posts I said were the best. But this one? Right to my heart, right in my industry, right in my line of interest and bam. You got me.
(On a side note, I have all those pages. Do they suck? No. Could they stand some improvement? Oh yeah, for sure. Shoemaker’s son goes barefoot, and all that. Don’t blame me, I’m just following the rules.)
@ EyeTea – You know, that’s a good one. Personally, I’ve been sitting on the fence of posting rates for my own business for two years running now. There isn’t a day that doesn’t go by that I’m asking myself if I should or shouldn’t. There are pros and cons to both sides.
And yet, I’m a hypocrite. When *I* go out searching and spot something I’d like to buy or someone I’m interested in working with and I don’t see a price? Buh-bye. Gone. Just like that. End of story and I don’t look back.
Go figure.
James Chartrand – Men with Pens´s latest blog… What’s Your Style of Writer Underpants?
25 September 2009, 10:03 am
Thanks for giving me an assignment for the weekend! @James and @Eyeteaguy I also struggle with the price question. I think I’ll add some pricing info when I am reworking home. about. faqs. this weekend.
25 September 2009, 10:06 am
Wow. My web site is currently under construction. (The blog is fulfilling that function, for now.) I would never have thought to include an FAQ, simply because I’m a very small business offering a limited range of goods and services.
Then again, I do offer a RANGE of goods and services. It would absolutely make sense to lay out clearly what, exactly, it is that I do.
Great post! I have subscribed!
Jennifer Moore
JenniferLynn Productions, LLC
Jennifer Moore´s latest blog… Feature!
25 September 2009, 10:45 am
@Eyeteaguy & James,
Yep. No posted rates doesn’t do it for me either – why?
Because I always remember the old saying, “if you have to ask, you can’t afford it”.
So… if there’s no prices, I figure they’re probably pretty damned high.
Might not be true, but…
An idea.
Post *some* rates for simple work e.g. a 70×70 ad square or something, give a range if you must $75-100, then something for something a bit larger, then say “custom quotations upon request”.
That might work. I’m sure I’ve seen it elsewhere.
25 September 2009, 12:23 pm
Well, since this discussion has nothing to do with interior design for pirate ships, baking birthday cakes for customers, or 20-foot inflatable gorillas, I don’t have anything to add, today.
25 September 2009, 1:28 pm
@ Friar – Sorry, dude. All business. And do you have facts on those topics on your FAQ page? If not, you shouldn’t be reading.
@ Jennifer – There are always FAQs, even for small companies. “Where do you get your ideas?” I have no clue. “Are you really from Canada?” No, not really. I’m from Quebec. “Have you guys ever met in real life?” Considering I thought this was real life, yes…?
Just kidding. But you see, there are all sorts of FAQs out there – fun ones, serious ones, boring ones (make them interesting). S’worth it.
@ Brett – I usually think the same thing. There’s always the very-safe “…starts at…” that doesn’t bind you to anything but at least eliminates window shoppers. Oy.
James Chartrand – Men with Pens´s latest blog… What’s Your Style of Writer Underpants?
25 September 2009, 1:29 pm
ARGH. Subscribe to comments, dammit!!
(And Kelly, darling, why do you not have a “35 comments” link on your home page after each post for me to click? Every single time, I go to comment and blink because I can’t find the link to do so
)
James Chartrand – Men with Pens´s latest blog… What’s Your Style of Writer Underpants?
25 September 2009, 1:36 pm
@Jennifer – Just to add to James’ thoughts: FAQs refers to “frequently asked questions” so this is a good place to add just that! (I know it sounds obvious, but most companies — especially small ones — don’t usually take it so literally…)
A good place to start is to have friends/family review your website as if they are potential clients, and send you any questions they think need clarified.
Then, get a professional to review your website as well. I happen to know from first-hand experience that Kelly herself does a great and comprehensive website review, and will come up with more viewpoints about your website as well as potential FAQ entries.
As you go along, be sure to add any questions that ACTUAL clients ask, as this is the best indicator of what’s missing. (And if it’s major, be sure to add it to your main content too.)
Lastly, make sure your key messages are here to since as Kelly says many people just flip to the FAQ. Put the “who, what, where, why, how” of your services here in short, snappy sentences. You can link out to your main pages from here too, i.e. “Click Here for more information”.
~Graham
25 September 2009, 1:57 pm
@James and Graham-Thanks. Actually, I will start with actual questions I’ve had from customers and go from there. I’m a writer, so it should be fairly easy to come up with questions.
I just “started up” in 2008, so I’m only just getting rolling. I’m not sure when the web site will go live.
Great blog, great people. I’m glad I’ve subscribed!
Jennifer Moore´s latest blog… Feature!
25 September 2009, 2:01 pm
FAQs?
Alex goes off to add SOMETHING ELSE to his list of things to write.
Alex Fayle | Someday Syndrome´s latest blog… Wish You Were Here: How to Hold onto Summer Holidays All Year Long
25 September 2009, 2:11 pm
FAQ’s on interior design for pirate ships…..Hmmmmm.
I see that turning into a blog post itself!
(See? This is why I come here….to get INSPIRED and get FRESH IDEAS!)
Friar´s latest blog… (…………)
25 September 2009, 2:30 pm
Francis,
Pricing. Yep. I run fast if I can’t at least get an idea from a website, and I see testers do it all the time, too.
Unless you’re trying to tell me I can’t afford you, why do that?
Janice,
Glad you liked it. One of the few MCE posts that probably could have been a guest post at CB… hm. Something for me to think about!
James,
I’ll try to knock your socks off more often.
Time to post prices at Men With Pens, maybe… I see you leaning that way… (Good one, Francis. Check’s in the mail.)
Dava,
Homework assignments gladly given. Please come back and report on your progress, okay? Thanks for your comment, and welcome!
Jennifer,
You can never, ever lay it out too clearly, or in too many ways. I’m glad to have you here, and I hope you’ll get a lot out of the blog to help you in your construction phase. Welcome to MCE!
Brett,
I can hear Sheila E. singing that line (“If you have to ask you can’t afford it”) to this day, whenever I’m in a shop or at a website with no prices. With your heavy metal background maybe you missed that one, lol.
*ahem* My age is showing.
Friar,
No mention of pixie dust either, yet you managed to say something so sparkly! ‘Sokay, I helped you out a bit with the phrasing.
James again,
Just checked… the number of comments, which is clickable, and the adorable little “Comment” icon, are still where they’ve always been on the home page, right beneath each post.
Graham,
Pshaw. Thanks for the praise. Some clients (like you) are a pleasure to work with.
Alex,
Hehehe. Speaking of clients who’re great to work with… it’s all part of my evil plan to make your site rock even harder. Glad I could stir up some trouble for you this weekend.
Until later,
Kelly
25 September 2009, 2:58 pm
Ummmm….PIRATE SHIPS?
For the record, that was NOT what I had put down as my comment.
Perhaps Mayor McCheese and BlogoLand Police have decided to edit me?
Well, if that’s the case, then next time, just delete my comment altogether. I’d much prefer that….than to having my comment re-phrased.
Friar´s latest blog… (…………)
25 September 2009, 3:02 pm
Customer Experience Case Study – True Story, Live!
“What f***king comment link? There is no comment link. I know. I looked. I’m going to go look again.”
*looks*
“See? No f**king comment link. She’s off her rocker. I knew i-… hey.”
*peers closer at subtle green line that separates today’s post from yesterday’s post. Thinks.*
*realizes that the separate stuff is NOT yesterday’s post. It’s all kinds of stuff. Thinks, “where did that come from? I never saw that before…”*
*realizes that yes, indeed, there IS a link to the comments*
*mutters* “I’m sure that wasn’t there before. I never saw it.”
James Chartrand – Men with Pens´s latest blog… What’s Your Style of Writer Underpants?
25 September 2009, 4:43 pm
Getting to this one late… yeah, mine needs attention. Thanks Kelly. I was wondering what more to put on my FAQ page. Now I got it… all the questions I would ask myself coming to my site out of the blue. What’s this site about? What do you sell? What’s your best selling product? Why is your product better than others? What kind of turnaround do you have on shipping? I think I finally get it. Thank you!
Todd Smith´s latest blog… Spring Flowers in Autumn
25 September 2009, 5:00 pm
Sheila E.
She played with Prince, both on stage and *ahem* off stage
(@Friar – I knew something was up when it said “pirate ships” heh heh…)
25 September 2009, 5:36 pm
Friar,
But you are my favorite pirate. Always will be. *arrrr*
James,
Let’s blame everybody’s usual, tchotchke-blindness, and call it a draw. It’s always been there, for those who don’t click on the title right away. I wouldn’t leave you hangin’.
Todd,
Exactly. And it all boils down to two words: “Why you?”
Answer it at every opportunity. That’s the golden ticket.
Brett,
Eeew.
Later,
Kelly
26 September 2009, 3:22 am
Re the price issue: Sure if there isn’t a price people are gone – rightly so to some degree. It really depends what you are selling. If it is product you can buy elsewhere then include your prices – if it is consultancy packages give a range. If it is bespoke work, then you can say pices start from….but in the consultancy world there is a very useful phrase in negotiating price, and that is “another price, another package”. In other words, if you want me to give you a cheaper price then you’ll get a different package….I’ll take something of value out!
26 September 2009, 3:15 pm
Steve,
Well-said. Whether you’re able to price services in packages and be comfortable with that or not, you can always give a range or a starting point so folks know you’re in line with other options they’re considering (or not). That first contact to say “how much” is such a huge barrier. Making potential clients feel like poor country mice about to be rejected, in their first calls or emails to you, just isn’t worth whatever privacy or competitive issues you may think you’re dealing with.
Thanks for your comment, and welcome to Maximum Customer Experience!
Until later,
Kelly
26 September 2009, 3:37 pm
Definitely CB worthy…
26 September 2009, 4:07 pm
Yo, Brian…
26 September 2009, 4:12 pm
What, James isn’t good enough anymore? Sheesh.
James Chartrand – Men with Pens´s latest blog… What’s Your Style of Writer Underpants?
26 September 2009, 4:17 pm
You’re good enough for me, darlin’.