FAQ
FFrictionFriction: removes doubt, risk, ambiguityCatch the long-tail doubts of the almost-convinced, just before the final ask.
- +Questions are real ones from sales and support, phrased as visitors phrase them
- +Answers are short, direct, and occasionally disqualifying; honesty converts
- +Five to eight questions; the rest belongs in docs
The FAQ becomes a dumping ground for marketing copy the page had no room for ('Q: Why is Acme the best?'). Visitors open one softball answer, learn the section can't be trusted, and close it.
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Where it appears
The same section, different positions. Each archetype asks something different of it.
The Mechanism-Led Page
Clear the practical questions now blocking a decision the reader has otherwise made.
The Workflow Narrative
Clear the practical blockers a comparing visitor still has: migration, limits, whether it fits their team.
The Outcome / ROI Page
Answer procurement, not curiosity: contracts, SLAs, data ownership, exit terms.