It’s a beautiful fall day. I got up, went for my morning walk, made my usual crazy breakfast mix which probably only I could eat, and sat down to write this week’s Wrap-up. As I pondered my topic, I considered communication practices and various ways to set expectations. Which brought to mind how we should make it a practice to answer questions before they are asked. That may not seem like communication, but having foresight into your client’s or prospective client’s needs and questions can be very beneficial to everyone concerned.
How can you do this? One way is to create a list of questions that are relevant to your business, and answer them.
This is commonly called an FAQ, or Frequently Asked Questions. Then you can use this list on your website and on other sales materials.
Before we get into creating your FAQ page, I want to share with you some research I did of remodelers across the nation to find out how many of the top sites in major cities had an FAQ. The results may surprise you, although I’m betting that most of you don’t have one on your website either. Here’s my findings:
I used the same search term for each search – “Remodeler in [city, state]” I did not pick any paid ads or those who were on the maps, i.e., only the organic results of the search. I chose the top 3 remodelers in each city. And I was amazed at how many awful (that’s putting it mildly) sites there are. Please take a look at your website, or have someone outside your business assess it. Please! I don’t see how most of them get chosen for doing any work of significance. That’s my rant. Now let’s get on to the results. “N” means they did not have an FAQ, and “Y” means they did.
- Greenville, NC – N, N, N
- Charlotte, NC – N, N, N
- Chattanooga, TN – N, N, N
- Memphis, TN – N, N, N
- Oklahoma City, OK – N, N, N
- Albuquerque, NM – N, N, N
- Las Vegas, NV – N, N, N
- Bakersfield, CA – N, N, Y
That’s right. Only one remodeler had an FAQ. And it happened to be a franchise, and they understand marketing and share with their franchisees. And that’s choosing from the top hits in each city.
In my coaching I constantly stress the removal of “unknowns” – barriers that may cause your prospective client to shy away from making further inquiries into your business. Remodeling is scary stuff. Just because you do it every day, doesn’t mean that the general public thinks that remodeling is a cakewalk. If you give them any excuse to move on to another remodeler they feel more comfortable with, they’ll do it. The trick is to not give them any reason to move on. An FAQ will work wonders in this regard.
To create your initial FAQ, think of the questions you’ve been asked over the phone as you take a lead, or at an initial consultation. Start writing those down. Now make some well written and complete answers to those questions. Read them aloud. Evaluate them. Did you thoroughly answer the question or did you leave it open-ended? If the question is not fully answered, re-write it.
Now, all you have to do is create a webpage called FAQ and post these questions and answers on it. Then make a tab on your navigation menu called FAQ. You don’t need to write it out or use some other unique name for it. FAQ is a well understood standard. People know what it means.
As time goes on, you’ll gather more questions. Add these to the list. Keep revising and improving your FAQ. Make it simple to navigate and read. Put the questions in a logical order.
Here’s a few examples of questions you might include:
- How long does it take to get an estimate?
- What happens after I make my first appointment with you?
- What are your office hours?
- Do you charge for estimates?
- Do you do design work?
- Will I have input on the design?
- Do you charge for design?
- How much do designs cost?
- What do I have to have ready for the first consultation?
- How long does a typical kitchen take to remodel?
- What if I want to change my mind during the remodeling project?
- Will people be at my home everyday or will they go to other jobs on some days?
- Do you have employees or are all the workers going to be subcontractors?
Here’s the good news. If you choose to add an FAQ to your website, you will be among the VERY few to have one. It will make you stand out. It will make your prospective clients comfortable from their first contact with you, because you’ll already have answered many of the questions they have.
This is a simple thing to do, so put it on your list for next week. FAQ’s are excellent marketing tools. They are simple to make, and easy to maintain. Let me know how much difference it makes in your marketing. I think it will be extreme.
Lastly, here’s an FAQ for you – “Why don’t you have an FAQ on your site?”
Wishing you the best of fortune, Randall
This article was written by Randall Soules, remodeling coach, adviser, educator, and creator of the Scientific Remodeling System, showing you better ways to advance your business, raise your profits, and improve your life, through the use of superior remodeling processes. If you would like to discover better ways to run your business, click here. He also provides his uniquely customized one-on-one coaching to a select group of contractors. Feel free to contact Randall at Randall@scientificremodelingsystem.com.
You may reprint this article as long as it is displayed in its entirety, without modification, and with a live link to ScientificRemodelingSystem.com ©2013-2014 ScientificRemodelingSystem.com