Writing website copy is hard.
Explaining all the specifics of your coworking space without overwhelming people is a tough line to tow.
On the one hand, you want to give them all the information they need to make a decision.
On the other hand, people don’t want to read long blocks of text online.
So how does one find that balance?
Enter: The Frequently Asked Questions (FAQs)
FAQs are a great tool to have in your copywriting arsenal.
They allow people to skim a list of questions and only read the pieces of information that are relevant to them. It saves people time and energy, and they actually find the information they need on the page.
As much as we wish they did, people don’t like reading long blocks of text online. Prospects will not read most of your copy, no matter how good it is.
But that doesn’t mean you shouldn’t answer their questions or handle their objections on the page.
You can and you should.
A neat way to do this is to use Frequently Asked Questions at the bottom of your services or location pages (or any page).
Common questions include:
- Do you offer discounts for longer commitments?
- How does it work if I commit to six months but later want to upgrade or downgrade to a different membership plan?
- Do I qualify for meeting room discounts as a virtual office member?
- Is there free parking available at this location?
- Can I bring my dog to work?
FAQ’s shouldn’t replace web copy entirely. You’ll still need to sell your space with words and bite-sized information down the page.
So how do you write good FAQs?
There are at least two ways to strategically write your FAQs:
- Answer and overcome common objections (taken from your sales process)
- Highlight key benefits or competitive advantages that most people miss (again, use your sales experience to help with this)
FAQs make copy easy to digest, which means you can say more in less time.
Try them out next time you write a sales page.
P.S. See The Everspaces Club page for an example of FAQs in action.