Thanks @HAWK! Hi @tyler!
First of all, having seen the page, I would say this is a content issue and not strictly a visual design issue. In a nutshell, I would recommend that you hire a content strategist or a good, UX-minded writer to go through this with you.
If you hire the right person, they should ask some questions, like:
- What do you want the goal of this page to be? (It sounds to me like you want fewer calls about questions answered on the page. Are there types of calls that you’d prefer the page cause—like sales calls?)
- What do your current and prospective customers think of the page? What confuses them about it? (It would be great to give your writer access to some of these folks, who might provide some valuable insights in exchange for a perk or small discount. For this reason, you’ll want to hire someone who’s comfortable with some light user research. It doesn’t have to be onerous, it could be as simple as a conversation with the user.)
- What questions are they asking when they call?
From what I’m seeing, the FAQ starts out pretty reasonable and quickly gets confusing. The scheduling sections in particular are difficult to follow. If I were a traveler, I would give up trying to understand the ins and outs of scheduling, and just call you to find out the real deal for my situation.
One factor that contributes to this is the way the text appears on the page. Studies have shown the users are unlikely to read long blocks of text (aka, the “wall of words”) and you have a few here and there.
A good writer should be able to eliminate extra verbiage, make the writing scannable and inviting, present information in a logical and consumable way, and reduce any duplication of content.
Finally, it would be extra-dreamy to have a designer that the writer could collaborate with to create any useful diagrams, timelines, tables, or infographics.
Does that help?
