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Boost Sign-Ups with an FAQ Section on Your Pricing or Join Page

This Tip of the Week covers topics including:

  • 1:06 – Drawbacks of Not having an FAQ Section
  • 5:49 – Benefits of Having an FAQ Section
  • 10:07 – 8 Important FAQs to Include
  • 17:18 – BONUS: Elements Your Pricing Page Needs
  • 20:20 – 5 Pricing Page Tips for More Sales
  • 20:35 – Sample FAQ Section
  • 28:06 – Copy & Paste Common FAQs: Click HERE for Google Doc

This is a segment from Webinar Wednesday 162, recorded live on August 16, 2023.

Brilliant Directories Webinar Wednesday

AI-Generated Transcript – Please excuse any inaccuracies

Introduction (00:00:00)

  • The topic of including an FAQ section on membership sites’ pricing and plans page is often overlooked despite its importance (00:00:00).
  • The pricing pages on many membership and directory sites tend to be missing an FAQ section, which has numerous benefits, including increasing conversions and helping potential members (00:00:18).
  • An FAQ section can help get perspective members across the finish line and has tons of benefits, which will be covered in the discussion, along with action items that can be implemented on a website immediately (00:00:33).
  • The goal is to provide improvements to pricing pages by adding an FAQ section or enhancing an existing one, which should be relatively simple and easy to do after the webinar (00:00:48).
  • The hosts will cover the benefits of an FAQ section and provide action items, allowing viewers to make improvements to their own pricing pages (00:00:41).

Drawbacks of Not having an FAQ Section (00:01:06)

  • The lack of an FAQ section on a pricing page can lead to a lack of transparency, causing prospective members to have additional questions or concerns, which may prevent them from signing up (00:01:07).
  • Without an FAQ section, users may misinterpret pricing or features, leading to misunderstandings, especially if there are multiple membership plans with various features and benefits (00:02:02).
  • Not having an FAQ section can result in an increased support burden, as prospective members may constantly ask similar questions, which can be addressed directly on the pricing page to save time for both the members and the support team (00:02:33).
  • The absence of an FAQ section can lead to lost sales, as users may abandon the sign-up process due to unanswered questions, and providing an FAQ section can help address common questions and concerns, especially for paid membership plans (00:03:08).
  • Not including an FAQ section can also lead to missed upselling opportunities, as prospective members may not fully understand the value of premium membership plans, and an FAQ section can provide additional details to help them make informed decisions (00:03:51).
  • Furthermore, an FAQ section can help build confidence in prospective members by addressing their needs and doubts, and providing a clear understanding of the membership plans and their benefits, which can ultimately lead to increased sign-ups (00:05:33).

Benefits of Having an FAQ Section (00:05:49)

  • Having an FAQ section on the pricing page can provide more specific benefits, such as making it easier for potential members to understand what the website is offering, reducing ambiguity, and expanding on primary features and benefits for each membership plan, which can help increase member signups (00:05:50).
  • An FAQ section can help reduce the need for potential members to reach out to the website with questions, saving both the website and the potential members time, and can provide clarity and answers immediately, helping to boost conversions (00:05:54).
  • The main purpose of an FAQ section is to reduce the level of uncertainty that prospective members might have when they come to the pricing page, addressing any additional questions they might have that are preventing them from signing up (00:05:57).
  • Building trust with prospective members is crucial, and being transparent on the pricing page, especially when it comes to billing concerns, can help build trust and give prospective members more confidence in signing up to the community (00:06:02).
  • An FAQ section can also be used for competitor differentiation, highlighting the unique aspects of the website’s offerings and addressing any questions about how it differs from similar websites (00:08:19).
  • FAQ sections can be used to define a voice for the brand, and can be written in a friendly and approachable tone, further illustrating the brand’s persona and helping to eliminate doubts and fears (00:09:17).
  • Including an FAQ section can provide an opportunity to set the tone for how the brand interacts and engages with customers from the start, and can help to eliminate doubts, fears, and uncertainties on the signup page and plans page (00:09:51).

8 Important FAQs to Include (00:10:07)

  • Some examples of frequently asked questions (FAQs) that can be included on plans and pricing pages are questions about the difference between starter and premium paid plans, with explanations of the benefits and features of each plan, such as access to content and visibility (00:10:08).
  • A plan differentiation question is great, as it explains the distinctions between free and paid plans, and the benefits of upgrading to a paid plan, such as maximum visibility on the website (00:10:32).
  • Allowing users to change their plan at any time can be a good FAQ, as it lets them know they are not locked into their initial plan and can upgrade or cancel at any time (00:11:11).
  • The question of whether multiple businesses can be listed under one account is also a good FAQ, as it depends on the website’s setup and features, such as the multi-member manager add-on offered by Brilliant Directories (00:11:40).
  • Including an FAQ about what happens after signing up can help eliminate concerns and provide reassurance, by outlining the immediate steps, such as receiving a welcome email with instructions on how to complete a profile (00:12:09).
  • An FAQ about editing a business listing can also be helpful, as it lets users know how they can make changes to their listing or profile, and can include information about setup processes and featured listings (00:12:53).
  • Featured listings and upsell services or products can also be included in the FAQ, as they provide additional opportunities for members to enhance their listings or profiles (00:13:31).
  • The FAQ section is a great place to highlight additional advertising opportunities and revenue streams that are available, as well as the types of businesses that are suitable for the directory, which is especially important for niche or location-focused directories (00:13:59).
  • It is essential to specify the location throughout the website, including on the homepage, and to reinforce this information in the FAQ section to ensure that users understand the directory’s target location and industry (00:14:10).
  • The FAQ section should also include information on the kind of support available to members, which is critical for paid plans, as it reassures users that there is someone available to help them if problems arise (00:14:49).
  • Featured listings can be used to upsell users and provide them with higher visibility, which can be highlighted in the FAQ section to demonstrate confidence in the service (00:15:48).
  • The FAQ section can also be used to explain who benefits most from joining the website, which can be answered by describing the persona of the target customers, such as businesses in a specific location or individuals with particular interests (00:16:40).
  • Including information on the benefits of joining the website, such as access to premium content or higher levels of access, can also be useful in the FAQ section (00:16:21).
  • The FAQ section should be used to provide clear and concise information that addresses the needs and concerns of potential users, and can include bonus elements such as information on the team behind the website and their availability to provide support (00:17:16).

BONUS: Elements Your Pricing Page Needs (00:17:18)

  • To boost sign-ups, a pricing page should have a few key elements, including simple membership plan options, with the most simple option being one free sign-up option and internal upgrade options, to make it easily accessible for conversions (00:17:20).
  • The membership plan options should be limited for sites that are just starting out, as fewer and simpler options lead to quicker conversion rates, and the benefits of joining should be outlined, focusing on real benefits like increased online visibility rather than just itemizing features (00:17:36).
  • A testimonial or two from people who are succeeding with the product or service can provide social proof and help potential customers make a decision, and can be accompanied by a picture or a logo of a company using the service (00:18:31).
  • A way for potential customers to contact the site with questions should be provided, such as a link to a contact us page, a form, or a Google Voice number, to reduce abandonment rates and allow people to quickly ask questions (00:18:48).
  • An optimized sample listing can be showcased to demonstrate what a decorated profile looks like, and can be used in marketing materials, either as a live profile, a screenshot, or a PDF with arrows pointing to the different features (00:19:29).
  • The pricing page should be simple, clear, motivating, and credible, with key elements that make it easy for potential customers to make a decision, without having to read too much and potentially experiencing confusion and fatigue (00:20:03).

5 Pricing Page Tips for More Sales (00:20:20)

  • A previous webinar was mentioned, which had a last slide that contained relevant information (00:20:20).
  • There is another video that provides more tips on how to increase versions on pricing pages, and a link to a previous tip of the week will be shared (00:20:22).
  • The link to the previous tip of the week is now available, and it appears to be included in the current discussion (00:20:30).
  • The conversation will continue, and additional information will be presented, starting with taking a specific action (00:20:34).

Sample FAQ Section (00:20:35)

  • Creating a simple FAQ section on a pricing page can be beneficial, and it does not need to be overly complex, with a sample site demonstrating how to implement this feature (00:20:36).
  • A dropdown menu can be used to provide links to different sign-up options, such as an Express sign-up for free members, which links directly to the checkout page, and a link to the plans and pricing page (00:21:02).
  • The plans and pricing page can include FAQs with answers to common questions, and a link to this section can be shared in the chat, with the page including a default plans and pricing page that comes with a BD site (00:21:40).
  • A frequently asked questions link can be added to the dropdown menu, which directly links to the FAQ section on the pricing page, and a button can be added to this section to take users back to the sign-up area (00:21:59).
  • The main menu can be edited to include a new link to the join page, with options for Express sign-up and paid plans, and the link to the FAQ section can be created using a hash tag in the URL (00:22:48).
  • The web page builder can be used to edit the pricing page and add a heading for the FAQ section, which can be highlighted to show the link connection between the join page and the FAQ section (00:23:53).
  • Creating an FAQ section on a join page can be achieved by using a heading and assigning an ID tag, such as “FAQ”, which allows for a link to be created that jumps directly to that section (00:24:14).
  • To create a link that jumps to a specific section, an ID tag can be assigned to a heading, and then a link can be created using the ID tag, for example, “JSON”, which will take users directly to the section with the ID “Json” (00:24:21).
  • Adding transparency to a join page can be done by creating a dropdown with join options, and customizing the background color of a main menu item, such as making it red, can be achieved by adding a class like “bg-danger” to the menu item (00:25:32).
  • The background color of a main menu item can be customized by using a class like “bg-danger”, which corresponds to the button color in design settings, and this can be shared with others by copying and pasting the code (00:26:06).
  • An FAQ section can be quickly created using a pre-made FAQ module, which has a layout of table cells, and users can simply change the titles, questions, and answers to create a customized FAQ section (00:27:19).
  • The FAQ module can be found in the web page builder, under basic content blocks, and users can drag and drop more modules to add more questions and answers, and remove duplicate titles as needed (00:27:22).
  • The discussion involves the use of Google, which is mentioned as an addition to the current topic (00:28:04)

Google Doc of Common FAQs (00:28:06)

  • A Google Docs of common FAQs is available for copying and pasting, with a link provided in the chat, allowing users to access and utilize the questions (00:28:07).
  • Frequently asked questions can encompass technical aspects, such as account management, cancelling, and upgrading, as well as what happens after sign-up (00:28:16).
  • The FAQ section can also address questions related to features like featured listings, and comparisons to other platforms, such as Yelp, to help differentiate the local business directory (00:28:27).
  • By including these questions and answers upfront, businesses can give their brand a voice, eliminate uncertainties, and address doubts that potential customers may have (00:28:38).

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