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How to give your online customers the information they need

They say that there are two types of people that look at your website: hunters and explorers. The hunters know exactly what they want from your business and will find the information pretty quickly. The explorers are those that are still researching for products, unconvinced and need to read more about your products to seal the deal. This is especially the case for some very specific products that require education such as insurance, finance or professional services.

To account for these explorers, we provide the best ways to give your online customers the information they need.

FAQs Page

A frequently asked questions page is something that every website should have and this should be located clearly on both the header and footer of the website. The FAQs page should answer clear definitions and cover any potential questions that the customer could have including: 

  • What is the product?

  • Are your lender or broker?

  • Are you regulated?

  • What is the main criteria?

  • Am I eligible with bad credit?

  • Are there are any upfront fees or additional charges?

Sometimes it is good to listen to the regular queries that you are getting from customers and incorporating them into your FAQs page. The quicker you can answer their qualms, the sooner you will get the customer to convert.

Useful Resources

A great tool for user experience is adding a section on the website known as 'knowledge' or 'resource' - where you provide a series of useful guides relating to your industry. Not only does this keep the customer on your website for longer, it aims to position you as a leader in your industry. For instance, the Citizen's Advice Bureau has a similar section known as 'Education Resources.'

For someone interested in a tax accountant, your resource centre could have information on different tax brackets, different laws relating to tax and also a list of tax breaks for firms.

A glossary or jargon buster can also be useful in this section to highlight any key terms for customers. For users new to the accountancy or insurance industry, it is useful to provide the meaning of things like excess, liability and premiums.

About Page

There are some customers who like to know who they are dealing with and this is where an about page can come in handy. Failing to provide this just means that they might leave your site to find the information elsewhere and then leave altogether.

A strong about page should explain when the company stated, its core values, mission statement and an overview of key personnel e.g the founder or CEO. A brief bio about each member of staff can create a personal touch and help build a relationship straight from the beginning.


An email sent to a client can be as long as you want and there is an opportunity to provide supplementary content in the email text or in the email signature. For those existing customers, you can email them with updates and new products. Above all, for any customers whose email addresses you have but have not yet converted, you can get back in touch and maybe providing more information will give them the peace of mind that they need.

Live Chat

The use of a live chat functionality means that customers can ask questions to the company in real-time, both on desktop and mobile. For companies, it is a great way to engage with the customer and again, get a feel of the regular queries that come in. Live chat software typically allows you to create templates and automated answers for the standard questions that come in.

Most live chat boxes pop up on the screen once the user has been on the site for around 10 seconds, available to answer any questions. Even if you are away from your desk, a customer can still send a message through and it can come through to you as a text message - allowing you to answer wherever you are. 

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