To a large extent, having an effective website is about showing that you are an expert in the field. A frequently asked questions page that is well written, encyclopaedic, entertaining and well laid out is a great way of announcing that to the world. If a potential customer can see that you already know what their questions will be and you already have the right answers you’re halfway there.
You’re probably busy right? A frequently asked questions page will take some of the load off.
Can you think of the 5 most regularly asked questions that you field? Get them down and, boom, you have a FAQ that will save you time. Admittedly some questions cannot be sufficiently answered with a generic block of text, but this isn’t about those questions. This is about the broader queries.
A FAQ can actually be a useful resource internally as well as externally. New starters to your business can refer to it to bolster their early knowledge. You could have a multi-tiered FAQ with different sections relating to different departments.
PROTIP : get new starters to add things they find out to the frequently asked questions page. They learn and create new content for you.
A frequently asked questions page can be great for SEO ( search engine optimisation ) i.e. getting your page to appear higher in google search. Because you can write content that is highly specific and niche you could be hitting genuinely unique search terms.
For example, someone might google search something like
“can i fix my waterproof coat with a iron on patch”
If you’re the only person on the web to answer that question in your FAQ then its likely that you’ll get seen by the searching person! Be super-specific.
Another positive effect of a well made FAQ page is to generate so strong internal links within your site. Having sensible, fitting and useful links that can zip a user around your site is good for the user, good for you and good for google ranking.
A frequently asked question item about a facet of your product could link to a selection of the products themselves. You’ve informed the customer, maybe they want to find out more now and you can provide the quick link they need.
A page full of commonly asked questions is a superb place to send interested people to if they have a few questions. It should be an unintimidating place where no question is dumb or out of bounds.
If you get asked something in an email or on social media, rather than just give the answer, interaction over; you can answer it and directly link them to the FAQ for “much more helpful and curated information”
A frequently asked questions page is a perfect jumping off point for more, in-depth content. You can briefly answer a question with a paragraph on this page and supply a link like “for more info please click here“. This can whisk the user off to another page on the site where the issue is dealt with in detail. This page could include graphics, videos and a longer dive into the subject.
This is where you can really show off your expert credentials.
A well structured and produced FAQ page is proven to shorten a customers journey to completion. Imagine 2 customer journeys, they both have the same questions to ask. One user cannot see the frequently asked questions page and goes about composing an email to ask some pertinent questions. The other user finds the answers easily and completes the sale.
For the customer that wants a quick solution to their problem a FAQ can be there for them.
You can build trust with a good frequently asked questions page. By its very nature honesty is displayed on the page. You are openly offering answers to questions that have not yet been asked. You are prising open the inner workings of how you do business and this shows integrity.
We have all had internet experiences where we are scouring the small print to find out if we’re going to be tied up over a purchase. With a FAQ you have a chance to lay out all your cards on the table and say “This is how we do things”.
PROTIP : Bad reviews are never fun to deal with. A strong FAQ will hopefully head some of those off at the pass. Customers should be able to enter into a purchase without any lingering questions and uncertainties.
A FAQ is a good chance to do some bragging about how good you are. If a common question inquires about how you carry out a certain process, and you do that process well, you can proceed to tell the world why you’re better than your competitors.
Here’s your chance to talk about your competitors 50 day money back guarantee and about your 100 day approach.
We’ve probably all see those information filled boxes that appear at the top after a google search. Check out the images and i’m they will jog your memory. These are essentially questions and answers from places on the web that Google has given its seal of approval. If our FAQ is good, it’s created properly and you’re lucky, you could have the same feature for your website.
If Google’s search system selects your site to show this richer content its a great bonus. Not only does your site appear to take up more room on in the search window but it shows that Google’s Bots really trust your content.
Sometimes with a website we struggle to create new and fresh content at the rate we think we should. It’s admittedly difficult to keep coming up with barnstorming article ideas and concepts.
A frequently asked questions page brings with it good opportunities for regularly adding original content. Keep your ears open to questions and queries, make a note. That’s another paragraph of great unique content for the site.
Careful examination of the data generated by people on your FAQ page can provide useful insights. You might see a sudden spike on a specific question and this could highlight an incoming trend. Imagine if you saw 50% of your FAQ audience was looking at “How are our sweaters made?”. It might be a good time to do a discount on sweaters and create some more content about their build quality for example.
You can really grab the chance here to try and be as personable as possible. A FAQ page can be conversational. You can leave the business language at the door and think about language that speaks to all your potential customers.
Imagine how a customer would actually ask the questions and literally use that exact text. This is no place for acronyms and confusion. Ask them like a lay-person.
A FAQ page is a good place to offer a more personal question and answer experience. Services like Jotform or Questionscout offer tools to produce a full set of branching questions that can answer more complex queries instantly.
An example of the sort of thing that is possible is here on my site : quote form. There are countless possible uses for this type of form. A form could exist on your page to invite a deeper dive into what’s required.