At some point in time, we all need a little help from our friends.
In the world of websites, that friendly help can come in the form of a Frequently Asked Questions or FAQ page.
Some treat an FAQ page like the infamous junk drawer that holds a random assortment of things. However, when properly executed an FAQ page can convert visitors into customers and even help your SEO.
In today’s post, we look at the humble FAQ page and explore tactics to turn this humble page into something amazing.
What is an FAQ Page?
A Frequently Asked Questions page, or FAQ page, is where common questions and concerns from customers are addressed. This helps to cut down on the redundancy of answering the same questions over and over as the customer can find the answers themselves. The idea is for the common questions to be addressed here, leaving more resources available to answer the more in-depth specific questions.
What Are the Benefits of an FAQ Page?
According to Shopify, there are a number of benefits to a FAQ page. A proper FAQ page can:
- Reduce purchasing anxieties by providing further information about your product and services not covered on other pages
- Improve SEO and site navigation
- Earn customer trust by demonstrating expertise in your niche and by explaining your business model
- Entertaining customers by creatively answering questions
Although an FAQ page can provide many benefits, it should not be used as a crutch for bad website design. Most of the questions on an FAQ page should be addressed in other areas of your site. An FAQ page should be used to reiterate important points and answer common questions.
Although an FAQ page can provide many benefits, it should not be used as a crutch for bad website design. Click To Tweet
Best Practices to Create an Amazing FAQ Page
While it would be great if an amazing FAQ page made itself, the truth is that it takes careful planning and thought to make a great page. Here are some best practices to keep in mind when creating your page.
Compile Your Content
In deciding what questions to include, start with the questions most frequently asked by real customers. This may sound intuitive, but often it’s not. Companies will sometimes think up their own questions believing that they know what friction points exist.
The truth is, sometimes companies are too close to their own work and are not seeing things through the eyes of their consumers. Often, what a company thinks is straightforward will often result in the most questions. So take the time to review the questions actually asked and use this as a starting point.
In that being said, you don’t have to limit yourself to just what is asked by customers. Companies can add in their own questions, but these questions should not make up the entirety of what’s on the page. In addition, comments made on social media and on competitors sites are also helpful in deciding what to address on your page.
Structure is Key
Now that you know what questions you are including, it’s time to group them. One of the easiest ways to frustrate a customer is to have page after page of questions in no particular order. They could spend all day scrolling through your questions trying to find the answer they need.
To fix this, group questions into logical topics. For example, you can have a section on shipping, a section on product safety, and a section about returns. This will help someone narrow down their search in a hurry.
Add a Search Bar
Depending on how many questions you have on your page, a search bar can be a great addition. This can help the user find the answers they need fairly quickly.
In order to make your search bar effective, it’s important to use a lot of relevant keywords in your content. Since the user may not phrase their questions the same way you phrase yours, this will help them find the content they need when using the search feature.
Use Keywords to Boost Your SEO
Another reason why using relevant keywords in our content makes an FAQ page amazing is that it helps boost your search engine optimization (SEO).
According to Authority Marketing, using keywords in questions creates anchor text. These anchors can then help your questions appear on the search engine’s SERPs. Someone might not be looking for your company in particular, but your keyword optimized FAQ questions may come up in their search, helping to drive new traffic to your site.
The Importance of Maintenance
A FAQ page should not be treated as a static object. The questions asked today might not be relevant in a year, and new questions may have arisen since you first hit publish. Staying on top of the FAQ content will ensure customers are able to find the information they need.
It’s also important to review your links periodically, if you included them. Ensure that each link still works and is directing people to the right locations. Also, if you have embedded any videos into your page make sure they still run and are not going to crash each time someone hits play.
While often created as an afterthought, a FAQ page can be a powerful tool for your company. Its ability to answer questions and overcome objections can help you company convert visitors into customers and drive new traffic to your site. By spending the time up front on creating a useful page, you too can have an amazing FAQ page.
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Jolene is a strong operations, compliance, and paralegal manager. She also loves to research and write about business as well as personal topics that help others.
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