Website FAQ’s Can Add Great Value To Your Website

May 2, 2025
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What if the key to landing bigger deals wasn’t your sales pitch or even your pricing? It’s easy to overlook, but your FAQ page might play a bigger role than you think.

Sounds unlikely, right? But let me tell you a story that might change the way you think about those so-called “boring” frequently asked questions on your website…

The Million-Dollar Question

I was working with a manufacturing company in New York when we discovered something interesting. As we dug through their customer service emails, one question kept popping up over and over:

“How do I order from you?”

Seems simple enough, right? But here’s the thing – this one question was behind 60% of all their incoming emails. Their beautiful website talked about their history, their quality, their expertise… but somehow missed answering this basic question.

So we made a change. We added a clear “How to Order” button right in their main navigation.

Want to know what happened next?

A federal agency that had been quietly researching their company found that page, along with their other FAQs. They read through everything, got all their questions answered, and then reached out – not to ask questions, but to place an order.

Here’s the kicker: They actually told the company, “We know you’re more expensive than your competitors, but the level of detail you provide makes us trust you more. We’re going with you.”

No sales pitch needed. Just clear, honest answers to real questions.

Let that sink in for a minute.

Why Most FAQ Sections Fall Flat

Now, you might be thinking, “But my website has an FAQ section!”

Here’s the hard truth: Most FAQ sections are where good intentions go to die. They’re usually:

  • Buried in the footer where no one can find them
  • Filled with company-focused questions no one actually asks
  • Written in stiff, corporate language that puts people to sleep

But what if I told you your FAQ section could be one of your most powerful sales tools?

Think about it: By the time someone reaches out to your sales team, they’ve probably already:

  • Spent time on your website
  • Looked at your products or services
  • Started comparing you to competitors
  • Formed some opinions about whether to trust you

Wouldn’t it be great if they arrived at that conversation already confident and informed, instead of full of doubts and basic questions?

That’s what a great FAQ section does.

The Secret to FAQs That Actually Work

Want to know how to transform your FAQs from a dusty afterthought into a trust-building machine? Here’s what I’ve learned from helping hundreds of businesses fix theirs:

First, Stop Guessing What People Want to Know

Your customers are already telling you what they need to know – you just have to listen. Here’s where to look:

  • What questions do your sales team hear over and over?
  • What concerns come up right before someone decides to buy?
  • What are people asking in your contact forms?
  • What objections do you keep having to overcome?

Pro Tip: If you’re hearing the same question more than twice a week, it probably deserves its own dedicated page on your website.

Think Like Your Customer’s Brain Works

Here’s something most businesses miss: There are two types of questions people have when they visit your website:

1. Shopping Questions: These come from people still exploring their options. They’re asking things like:

  • “What’s the difference between custom and pre-made?”
  • “How do I know what size I need?”
  • “What should I look for in a quality product?”

2. Buying Questions: These come from people closer to making a decision:

  • “What’s your warranty?”
  • “How long does shipping take?”
  • “Do you offer financing?”

Most websites only answer the buying questions. But if you want to win trust early (before your competitors even get a chance), you need to answer both.

Help Customers Understand Your Pricing

One of the biggest concerns buyers have is whether a product or service is worth the price. While another article in this series will dig into pricing in detail, here’s an important takeaway: A strong FAQ section can reduce price resistance by explaining the real value behind what you offer.

If your sales team often hears:

  • “Why is this more expensive than competitors?”
  • “What’s included in the price?”
  • “Do you offer different pricing options?”

Then answering these questions upfront can help frame your pricing in the right way—before cost becomes an objection. When customers clearly understand the value, they’re less likely to push for discounts.

Make It Ridiculously Easy to Find Answers

Ever been to a website where finding answers feels like a treasure hunt? Don’t do that to your customers. Instead:

  • Group similar questions together (like “Pricing,” “Shipping,” “How It Works”)
  • Use the exact words your customers use – not industry jargon
  • Put answers where people need them (like FAQs about shipping right on the product page)

Remember: If it’s hard to find, people won’t find it.

How This Makes Your Sales Team’s Job Easier

A great FAQ section doesn’t replace your sales team – it makes them more effective. Here’s how:

  • Instead of spending the first 20 minutes of every call on basic questions, they can have deeper conversations that actually move deals forward
  • Common objections get handled before they even come up
  • Customers come into conversations more informed and confident

Making This Work for Your Business

Ready to transform your FAQ section from a forgotten page into a sales-generating machine? Here’s what to do today:

  1. Go through your last month of customer service emails. What questions keep coming up?
  2. Ask your sales team what basic questions eat up their time
  3. Look at your current FAQ page – does it actually answer these questions?

Remember that manufacturing company I mentioned at the start? They didn’t do anything fancy. They just answered real questions in a clear, findable way.

And it landed them their biggest deal ever.

What could it do for your business?