As the attention span of your target customer shrinks, it becomes increasingly difficult to get your message to them. Even if they happen to visit your site, they may not stay for long. A poorly designed homepage could end your relationship on the spot — which is why this one marketing trick can make all the difference. You can quickly create a behavior flow on your site that leads viewers right to your brand story, just by adding a prominent link to your “Frequently Asked Questions” page.

In my consulting work with businesses of all sizes, this trick never fails. You may have thought the FAQ page was just for customer-service departments, consumer products or ecommerce stores. And while it definitely can be, it can also serve as a simple way to direct visitors directly to selling points you want to highlight for them.

The FAQ link is like a big red flashing light that says click me. Why? It’s like a cheat sheet for the consumer or potential client. Putting the FAQ link in your main navigation — or clearly linked somewhere on the homepage — nudges them toward the story you want to tell, no matter your product or services.

Here are a few tips to make sure your FAQ page is ready for all that new traffic:

Related: 7 Deadly Web Design Sins You Might Be Making

Go beyond answering questions

For example, a recent client had a question on her page that read “Which product has the lowest number of calories?” My client is a former engineer-turned-entrepreneur. She’s not a marketer, so she answered plainly: “The watermelon flavor is only 34 calories.” She definitely missed an opportunity to tell her brand story. Instead, she could have said: “One of the great things about our products is that all of the flavors have barely any added sugars and NO fillers! Every flavor is much lower in calories than almost ANY other dessert in the marketplace today. To answer your question, the watermelon flavor is only 34 calories.

Related: 39 Quick Ways to Increase Your Website’s Conversion Rate

Answer the questions you WANT people to ask

Lead them to other pages on your site

For example, you could add the question “Do you have any testimonials?” and answer “Why yes, we love our clients and we are grateful that they love us too! Read what they have said here” and link the word “here” to your testimonials page.

Demonstrate that you are the leader or expert

This may be more applicable to consultants and writers, but the FAQ page is a place where you can write detailed information about your industry, while also positioning yourself as an expert. Consider starting at the very beginning, explaining the ins and outs of your entire industry and why your product is the best on the market. You can link to blog posts that show your vast knowledge of your space or any awards you, or your company has received.

Related: Stop Being Such a Tight Wad. Invest In a Great Website.