Last month I spoke at the SearchLove London conference. One of the sessions I took part in was entitled ‘Let’s Get Real’ where each of the speakers were asked to share an actionable tip or tactic.
The tip I shared was around FAQ or Terms and Conditions pages, and went a little something like this:
When you get back to the office on Wednesday morning, go take a look at your FAQ and/or Terms and Conditions pages. Most are woeful. All too often the language used is unfriendly at best; or impenetrable legal jargon at worst. This is a crying shame on several counts – not only may it adversely affect a visitor’s perception of your company, but it may actually lose you business.
Why am I bothered about these pages?
Because the visitors who are reading your FAQ or Terms and Conditions pages are a hair’s breadth from converting on your site.
Talk about snatching defeat from the jaws of victory.
No one wants to be *that* girl.