Knowledge Banks & Reference Pages
Two secrets of good communication are
- not assuming that customers will know what we are talking about, and
- knowing which questions they are likely to ask us.
Making it easy for them to understand how we work and what we do while they are on our website will reduce the volume of customer service tickets and lead to higher levels of customer satisfaction.
Every trade, industry and profession has its own vocabulary of words and phrases, but this can be confusing for anyone less familiar with them. A glossary or alphabetical list of commonly used expressions with clear and simple definitions will
- Increase your chances of attracting new customers to your website.
How often do we use Google or another search engine for a word’s definition?
- Improve customer experience on your website.
Pausing in a sentence to explain a word or phrase can make your paragraphs long-winded and boring to readers who understand its meaning.
Hyperlinking between words in your content to a glossary for the meanings will assist newcomers while keeping your content brief and to the point.
An FAQ (frequently asked questions) section – also called Q&A (questions and answers) – is an essential component of efficient and user-friendly Customer Service or Aftersales operations.
If customers have never bought from us before, or are unfamiliar with the product or the buying process, it is likely they will be hesitant, particularly if you are expecting them to sign up to a long contract period, or if they are buying a big-ticket item. Any reason to make them uncertain could lose us the deal.
Lengthy, obscurely-written terms and conditions may be a legal requirement, but they do little to calm the fears of apprehensive buyers. An FAQ can explain the essential points less formally and in plainer English.
Another advantage of an FAQ page is that you are telling the customer that their uncertainty or lack of knowledge is quite normal, and you are assuring them that they are in safe hands.
Reference Pages and Search Engine Optimisation
Loading your content with large volumes of keywords (known as keyword stuffing) will earn you black marks with Google, but a dictionary is a legitimate way of making sure you include them all, and giving your website an SEO boost.
By echoing the very same questions our customers will be searching for on the internet, an FAQ section will also greatly increase our chances of attracting enquiries, even from people who have been researching the products or services of our competitors. If we can do a better job of clarifying unfamiliar words and phrases, answering questions and addressing their uncertainties, we may even win over the order.
At The Write Company, we have a knack for transforming obscure and complex terminology into plain English and can either create custom dictionaries and FAQs from your lists of words and questions, or we can research and create them from scratch.
If you would like to discuss this with us, please fill in the following form for us, click ‘SUBMIT’ and we will be in touch.