Website pages dedicated to FAQs, or Frequently Asked Questions, can be highly valuable to both the business and its customers. When done correctly, FAQ pages can save organizations loads of time by eliminating the need for customers to reach out for answers. Instead, they can find them directly on the website, a form of self-service which 67 percent of people prefer.
With that in mind, you may be wondering what should go on website FAQ pages, or how you can update an existing one to best serve your website visitors. Turns out, your customers can be one of your best sources for this information, as well as your internal teams that work closely with them.
Of course, your customers may have different needs than those of another business, so your FAQ page may not look the same. Here are some ideas of what to include on the page, which you can evaluate according to your own resources, industry, and consumers.
Answers to Common Questions
Perhaps the most obvious content that should be on your FAQ page are the questions you hear often from customers. Since there are various tools your customers can use to directly reach out, you may want to consult with different teams, such as:
- Your social media team for insight on comments, private or direct messages, or levels of engagement that can inform you
- Your customer service team for questions they receive on phone calls or via email or contact forms
- Your sales team for inquiries about your products and/or services heard most frequently.
This is valuable information to help you form the best questions and answers to go on the page, so customers can find what they need quickly and easily, thereby reducing their frustration.
Info to Reduce Friction in the Sales Process
Are there any sticking points you know of that keep potential customers from making a purchase? Maybe the majority would like a warranty but don’t realize you offer one. Putting this information on your FAQ page could eliminate the friction from the buyer’s journey, which helps you increase sales.
Videos for Increased Engagement
Nowadays, many FAQ pages are including videos as a way to answer questions. While it’s a bit more work, visual content can increase engagement from your customers and help you communicate in a way that can be more effective than written content. Videos could be a good option if you want to quickly demonstrate how to do something, like how to remove batteries or how to set up an item.
Links to Internal Pages
One of the greatest benefits of FAQ pages is the boost to your SEO efforts. Within each answer provided on your page, you can link to another page of your website for more information. For example, if you’re answering a question about how to clean one of your products, you might link the answer to a more detailed page about cleaning on your website. This is an important part of any link building strategy, as it provides internal links to support your SEO.
This approach can also help you secure Featured Snippets in search results, which boosts visibility and – sometimes – traffic to your website.
New Products or Services
If you have a new product or service you want to promote, the FAQ page can be an excellent space to introduce it and link back to the main product page. Now you have a way to get the information in front of more people and you support your internal linking plans.
A key strategy for maintaining your questions and answers page is to update it regularly. Set reminders to check for outdated questions or answers that have old information, like phone numbers or membership prices.
Your FAQ page reflects the values of your business by showing a neat, organized space for customers to find answers quickly. When you consider common questions, friction, SEO, and types of content, you can develop a self-service resource that will delight customers and increase visibility for your business. Most importantly, you establish a reputation for being in tune with your audience and what they care about most.
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