Does your website have a dedicated spot for Frequently Asked Questions (FAQs)? While not absolutely necessary for every business website, today, I’d like to make the case for how an FAQ page can improve user experience and boost search engine visibility!
Picking Questions to Include on Your FAQ Page
The first logical step is to identify the questions your customers/clients are actively asking so that you can answer them on your website. By thoughtfully curating your questions, you can save a lot of time in your sales process and cut down on customer service queries!
What do prospective customers/clients always ask you?
Start by reviewing customer service emails or revisiting your notes from recent discovery calls. What questions pop up again and again? For example, if you run an online retail store, you may get questions about your return rules. Or, if you’re a life coach, prospective clients might wonder about your confidentiality policies.
What do you wish people knew right away?
Next, ask yourself, “What do I wish prospective customers/clients understood before contacting me or making a purchase?” For instance, if you’re a therapist who doesn’t accept insurance plans, you will want to be upfront about this on your FAQ page to save yourself and self-pay patients time and frustration.
You can also set reasonable expectations through your FAQs. Let’s say you’re a marketing agency that specializes in brand strategy. Your FAQs can provide a rough timeline, so prospective clients understand that creating a brand takes months, not weeks!
How are people finding you on Google?
Search Engine Optimization (SEO) also plays a big role in choosing your questions for your FAQ page. The more relevant and comprehensive your FAQ page, the more likely it will appear in search results. Just think about what people type into Google that relates to your business!
For example, if you run a virtual assistant company, potential clients might ask Google, “How much do virtual assistant services cost?” or “Should virtual assistants have credentials?” Integrating these exact questions onto your FAQ page can help attract the right traffic to your page.
A church may want to answer questions like “What does (church name) believe?” or “What should I wear to worship at (church name)?” to satisfy people’s curiosity and drive more traffic to its site.
Writing Great FAQ Content
Now it’s time to make the magic happen! Great answers on an FAQ page are clear and concise. Now is not the time to be long-winded or overly technical. People want to scan your page for the exact answers that they need, not wade through dense paragraphs of text.
Keep your text to between 50 and 150 words for each answer. If you just can’t convey all the details in fewer than 150 words, your answer needs to be broken into multiple questions. It might make sense to hyperlink to a specific blog or video within your answers if you think the reader will need more context.
If you’re really struggling to clearly and succinctly write your answers, call for backup. A content writer can help clarify your messaging and cut to the heart of what you’re trying to say. If you decide to consult with an independent writer, they have the advantage of not being immersed in your company. With their help, you can write answers that appeal to the average website visitor without insider knowledge.
Designing Your FAQ Page
Once you’ve written your Qs and your As, the next step is to thoughtfully organize them. A well-structured FAQ page facilitates easy user navigation and is mobile-optimized.
Start by grouping related questions so you have clear, thematic sections. A logical arrangement makes it easier for visitors to find answers quickly.
An online retail store might have sections like “shipping questions” and “(product) use questions.” A consultant could have an FAQ section for each of the services she offers.
You could even include a mini FAQ section on each of your service pages, instead of one dedicated page, so people have answers right at their fingertips as they browse your site.
If you have a lot of questions and answers, consider building in search functionality.
Another idea is to highlight the MOST frequently asked questions at the top of your FAQ page. This improves your image of being a trustworthy and transparent brand.
Linking Your FAQ Page
I often see FAQs linked in a website footer, but some businesses have found it advantageous to include it in the top navigation bar. You can also internally link your FAQ page across your site, such as on your product pages, service pages, and blogs.
From a sales process perspective, include a link to your FAQ page in your order confirmation emails, proposal emails, and other customer service touchpoints.
Make FAQs Work for You
A thoughtful FAQ page is a great customer service tool that builds trust, improves website traffic, and saves you time in your sales process. If you need help crafting content that really resonates, request services from our deeply experienced team!