An FAQ page is probably one of the last things on your list when creating your website, in fact, lots of businesses choose not to have one at all. When customers have a question about your product or service, they’ll just shoot you a Facebook message, give you a ring or drop you an email, right?
Well, they could reach out, or they could run straight towards your competitor for the information they’re readily handing out. It’s also not the best use of your time to answer the same question over and over – especially as your customer base grows.
A well thought out FAQ (frequently asked questions) page can be the perfect tool to help customers decide about whether your product or service is something they should invest in or not.
Common frequently asked questions
If you’re ready to listen, your customers will have a lot of questions about your product or service and often they’re the same ones over and over.
Popular FAQs include:
- Do you ship internationally?
- What are your opening hours?
- What is your returns policy?
- Are your products sustainable?
Why is an effective FAQ page so good for business?
Anything that reduces customer anxiety and builds trust is good for business. When customers are left feeling vague and unsure about any aspect of your business, it can steer them away in search of concrete answers somewhere else.
The best FAQ pages do a really good job of converting information-hunters to paying customers, but how?
How to create a damn good FAQ page
Optimising for long tail keywords should be part of any effective SEO strategy. If you sell house plants, for example, knowing what people want to know about house plants is a great place to start.
You could try Googling ‘why do house plants…’, ‘what type of house plant’ or ‘why does my house plant…’ and see what results are auto generated. If you want a more accurate idea of what your customers are searching for and what SEO keywords to target, speak to an SEO expert.
Asking your customer service team what questions customers are enquiring about is a more traditional approach but can be one of the most effective. Your customer support person or team [or your inbox if you’re a one-person band] will have first-person experience at the ‘front line’ and a true understanding of your specific audience’s wants and needs.
Taking a look at your reviews is one of the best ways to come up with FAQ page questions because it’s free data about what real, paying customers think. If you’re seeing ‘I wish I knew that…’ or ‘I didn’t realise that…’, you can answer these questions on your FAQ page and help create happy [returning] customers.
Give your customers somewhere to go next. Whether you create a short and sweet or lengthy and descriptive FAQ page, you want to make sure the page converts. Make sure it includes plenty of opportunities for further engagement using calls to action [CTA] and links to informative blog posts or video content. If you want to keep it simple, consider directing customers to live chat on your site and help move them along the sales funnel.
When done well, an FAQ page can create more sales for your business by taking website visitors to ‘I don’t understand this’ to ‘I want to buy it’. It can be amazing for getting new customers as part of your overall SEO strategy and will establish your business as the expert that you are in your niche.
If you need a hand with SEO, creating a converting website, or anything else digital marketing-related, give us a call on 1800 603 104. The sites we create for clients are built to drive leads and will be one of the most important business investments you ever make.