Are you noticing that prospects are getting stuck on your tour sales pages and simply not clicking your ‘book now’ button? It could be that you’re failing to overcome their objections at that critical purchase-decision moment.
In this blog post and video, we’ll cover an essential component of high-converting tour sales pages – frequently asked questions (FAQs).
FAQs On Every Sales Page?
The million dollar question is, should we have an FAQ section on every single one of our tour pages?
And the answer is resoundingly yes! Before we explain why, let’s consider why it’s common practice to have FAQs on their own dedicated page of the website.
Most tour operators brainstorm all the FAQs for their tour business in a session with their team. So, then it seems the next logical step is to create a page with them all listed. The stand alone FAQs page is often frequently visited (you can check your Google Analytics to confirm this) and it’s a great place that people go to find essential information. So what’s the problem?
Once somebody gets to your tour sales page, you don’t want them going anywhere else, i.e. heading off to your FAQs page. You want them to get their answers right on your tour sales page so they’re comfortable clicking ‘book now’ as the next step.
Plus, if you don’t have FAQs on your tour sales pages you’re missing out on one of the biggest opportunities that you have with this element, which is not to answer the most frequently asked questions, but to overcome objections.
By the way, it’s okay to have a general FAQ page because keep in mind we’re using the FAQs on your sales pages in a very specific way.
Overcoming Objections with FAQs
Let’s talk about how to overcome objections using your FAQs.
Firstly, you need to figure out what your most common objections are. Now, if you’ve been in business for a little while, you’ve had some interaction with guests and you’ve followed your online reviews, you’ll have an intuitive sense of the most common concerns and objections.
In our coaching program, we walk you through a Guest Deep DiveTM where one of the questions that we explicitly have our members ask their guests is, ‘What was your biggest concern or hesitation before booking?’ This is a super powerful question for teasing out some objections and we can look for the ones that are most repeated.
What’s great with a Guest Deep DiveTM is we can use these quotes from responses to this question in testimonials and and potentially even in our actual FAQs.
Once you’ve come up with your list of hesitations, concerns, and objections that prospective guests may have, it’s time to give no nonsense but compelling answers to help put their mind at ease.
Formatting Frequently Asked Questions
Keep your questions very short and punchy. You don’t want long questions. Your FAQ answers should also be as short as possible. If you can answer in just a few words or even one – great! If you do require a few more words that’s okay, but as a general rule of thumb, shorter is better.
We also suggest using an accordion to prevent your webpage from being too long. Plus, it’s a really great user experience on a mobile phone. So instead of having all of the answers on display, users can click with their finger on a mobile phone on the question that they have, or click with their mouse and it will bring up the answer.
We recommend that your FAQs on the sales page be related to the most important objections preventing people from booking versus things that might be nice to know after they’ve made the booking. That’s a helpful delineator when deciding which FAQs to keep and which to cut.
Should You Include Contentious FAQs?
We sometimes encounter resistance from tour business owners who don’t want to address certain things in their FAQs. They’re usually some of the potentially negative sides of their tour, for example, the fact that it’s really hot or rainy or busy.
As much as possible, you want to be direct and honest with your prospective guests. Remember, you’re setting expectations and we want people to pre-qualify. If it’s a fact that people get wet on your tour, then make sure people know that they’re going to get wet before they show up for that tour. Your guests will appreciate your honesty, and it helps build trust.
The Friend Filter
When writing your answers to your most common objections, apply ‘the friend filter’. That means respond to the question as if you were speaking to a friend – use a casual yet professional tone. But this is not a place for stiff feeling jargon. You want to humanize your brand. You might find it helpful to speak, record and dictate your answers to achieve the type of language that you want in these FAQs.
It’s also okay to repeat questions and answers across multiple tours, but only if it’s relevant to that purchasing decision. If you’d like some help building FAQs that overcome objections, reach out today at [email protected].
