How To Write FAQs for B2Bs That Convert

Frequently Asked Questions (FAQs) form a fundamental function on your website – to answer questions and secure leads. These questions, when they come from your customers, can help drive traffic and conversions and can also save your sales team time.

An FAQ page is great for your SEO, traffic and conversions. They are also a great way to promote your brand as an industry leader. Sharing valuable information is one of the best ways to develop a reputation as a reliable and trustworthy website, especially if you are generous with your insights.

The benefits of a FAQ page on your B2B website?

BenefitsExplanation
Competitive advantageA comprehensive and insightful FAQ page can give your business an advantage over competitors.
Customer satisfactionCustomers are likely to have a positive experience with your brand when they can find answers to their questions quickly and easily.
Reduces workloadYou can save time and in-person resources with a comprehensive FAQ page. Many potential customers prefer to find answers on your site rather than email or call.
Conversion ratesA comprehensive FAQ section can help address potential customer pain points, moving people further down the sales funnel.

While your site content should be comprehensive and detailed, it is not uncommon for people to have more questions, especially if you are working in a niche industry. A well-written FAQ section answers questions often better than a customer service team might. The page is a reference people can revisit.

FAQs help customers make buying decisions. They also build trust and credibility in your brand while answering questions customers might have about your brand, product or service. When you choose to be transparent with your customers, it motivates them to close sales. Your answers about who, what, why, when, where and how to build confidence, increase your brand presence and boost your SEO capability.

B2B FAQs should include:

InformationExplanation
Cancellation and RefundsPublish your cancellation policy and refund options, including any fees or penalties associated with the cancellation, in plain language. Add a link to your complete legal cancellation policy.
Delivery detailsDetail the times, locations and delivery methods your business uses. Whether physical or digital, you need to provide very clear details for your customers.
User OnboardingThe onboarding process for new users should be clear and include any tutorials or guides needed to help customers initiate setup.
Billing and InvoicingExplain the billing and invoicing process, including when payments are due, how to update payment information, and how to access past invoices.
IntegrationsList any integrations, such as SaaS tools or APIs, customers need to integrate with their existing systems.
Technical RequirementsIntegrations have technical requirements. Listing details such as compatible operating systems required internet speed, and devices allow customers to use the app and resolve issues.
Pricing and PlansDetailed information on pricing and plans, such as free trial conditions, subscriptions, and discounts or promotions.
Product OverviewGive a practical brief of the product or service, its USPs, features and capabilities to help close sales.
Data Security and PrivacyLink your data security and privacy policies. Include simplified information on how data is stored, protected, and used.
Customer SupportGive customer support options available to customers, such as chat, phone and email, as well as the hours of operation and expected response times.
Product UpdatesProvide information on product updates, new features or improvements that are planned to be released.

When creating your FAQ page, you should start by listing all the questions that come up on a regular basis. You can also include questions that are common sense, such as refund policies and delivery locations or options.

FAQs attract high-volume traffic, so keywords should form the guiding foundation for your content on the FAQ page. This makes your site attractive to search engines and can boost your traffic quickly.

The FAQ page should be organized by topic and formatted in an easy-to-read manner, such as listicles or short paragraphs.

How to write a B2B FAQ

Best PracticesExplanation
Define your objectiveUnderstand the goal of your FAQ section, such as answerings concerns, increasing traffic, reducing customer support workload, or increasing conversion rates.
Consistent formattingUse a style that makes it easy to read and organize information.
Concise and specificContent should be clear and concise, with direct answers to questions, using plain language.
Context and examplesExamples are essential to helping people understand complex explanations.
Keep the Page UpdatedYour FAQ page should be regularly assessed for necessary updates.

A good B2B FAQ page:

  • Establishes your brand as an expert in your field and builds trust.
  • Comprehensively answers questions to reduce customer service workloads.
  • Helps readers understand your product or service as it relates to their needs.
  • Leads customers down the sales funnel with carefully curated content.

Common questions in the B2B SaaS industry include:

  • How does your product compare to similar products on the market?
  • What are the USPs of your product?
  • What is the pricing structure for your product?
  • What training or support services do you offer for your product?
  • Do you offer custom plans or packages based on user numbers?
  • What is your product delivery method?
  • Do you offer a free trial or demonstration of your product?
  • Do you offer integrations with other tools or platforms?
  • Do you offer any discounts or promotions for new customers?
  • How does your product handle data security and privacy?
  • How often do you release updates and new features for your product?

 

Organize Your FAQ Content

Organize your FAQ content so readers can scan for information or use a search bar. Content should always be presented in an engaging and easy-to-read layout that includes images and video.

  • Listicals that use numbered or bulleted points make it easy to scan crucial information.
  • Headings and subheadings to break up text and create white space on the page so it’s easy to read.
  • Sentences and paragraphs should be short and direct.
  • Use plain language. Avoid jargon and speak to your core audience in a way that connects with them.
  • Make your content easy to skim with keywords and searchable content written in a way that would answer a common question.
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