Back when the web was young, everybody had a "What's New" section. Frequently a site visit would reveal that What's New... Wasn't. If fact, the content was not only old, it was stone cold dead. So today's topic focuses attention on saying goodbye to a web publishing technique that has outlived it's usefulness, FAQs. Frequently Asked Questions (FAQs) are used by web publishers to provide a location to catch all the possible questions site visitors might have. When site visitors can't seem to find the answer to a question, they click a link to the FAQ page in the hope that it will contain the answer they seek. Even if they are successful, the merchant often isn't. Heres why:

• Loss of Focus - Once the visitor leaves the page they were most interested in, they may never find their way back. The FAQ page contains lots of "Bright Shiny Objects" which pull the visitors interest away from their original pursuit.
• Work-flow Breakdown - The FAQ page acts as like a speed bump, bringing your carefully crafted sales process to a screeching halt.
• Loss of Direction -  If the FAQ page fails to answer your visitor's question, the page layout makes it difficult to provide an effective Call-to-Action. They are left with even more questions, "Should I go back, or blindly stumble forward?"

The only effective solution is to eliminate the page altogether. I know that seems radical, but consider this. If these really are Frequently Asked Questions, why haven't you provided the answers on the page where the question first came to mind? I believe FAQ pages have no place on a modern web site. Use these tips to keep your prospect focused on the sales process that leads right to your checkout line:

• Review Your FAQ Page - Determine the page(s) where each question originates, then insert the answer right at the source of the question to smooth out the speed bumps (even if that means inserting on multiple pages).
• Turn Questions Into Opportunities - Provide visitors with a clear path to contacting you to get answers to their questions. The whole point of publishing a website is to connect with qualified prospects. Provide phone and contact links on every page to use the power of connection to build a bridge between you and your prospect.
• Keep Them on the Same Page -  Different prospects need different amounts of information to make the purchase decision. If you must provide additional information, consider creating a link to a pop-up window. The window should be as small as possible, and the relevant information must appear immediately, without scrolling. Once the information is received, the visitor can close the window and pick up right where they left off.

Your prospects visit your site for only two things, relevant information, fast. Remove the FAQ speed bump to get them to the check out fast! You don't agree? Post a comment to let me know why. Jerry