You might think building a Frequently Asked Questions (FAQ) page on your website is cheesy or unnecessary.
It’s true that FAQ pages can be visually boring – often text-heavy and lackluster.
But a properly optimized FAQ page can improve traffic to your website, increase trust with consumers and prevent problems leading to negative reviews.
Still not convinced? Check out this list of compelling reasons to create an effective FAQ page from MOZ:
About the Questions
To come up with a list of questions for your FAQ page, ask your sales team or CSRs (whoever is client facing) to provide a list of common concerns/questions/issues they encounter on a daily basis.
Questions could involve cost, assembly, installation, shipping, returns & exchanges, contact information, etc.
It’s also important to continuously monitor your online reviews for common complaints. If there are many complaints about shipping. Consider building out a “shipping” section within your FAQ page.
You can also use Google to generate ideas for your FAQ page.
For example, if you sell wrenches, you could use the “how to” suggestions by Google to help curate a list of popular wrench-related questions.
About the Answers
When writing the answers, remember the K.I.S.S. principle (Keep It Simple Stupid). You want answers to be concise and easy-to-understand – even for someone unfamiliar with your brand.
Refrain from using technical terms or industry jargon if possible. Make sure to include all applicable keywords.
If the length of the answer goes beyond a short paragraph, consider creating a standalone article on the subject to post on your blog. Link to this article in your FAQ.
You could also create a visual infographic or explainer video on the subject. Here is a link to 20 of the best tools for creating explainer videos.
According to MOZ, visuals have long been proven to increase engagement and make things easier to understand and remember, so why not use them on your FAQ page?
Search Engine Journal recently published an article featuring 25 great examples of effective FAQ pages. These included the FAQ pages of McDonalds, Twitter, Microsoft and more.
The common denominator? All of the examples “educate, inform, and guide the user in a natural way toward the goals and end results you have set.”
How do you know if you’ve accomplished a useful FAQ page?
According to Search Engine Journal, an effective FAQ page:
- Reflects your audience’s needs.
- Covers a broad range of intent (transactional, informational, etc.).
- Frequently gets updated based on new data insights.
- Lands new users to the website by solving problems.
- Drives internal pageviews to other important pages.
- Fuels blog (and deeper content) creation.
- Showcases expertise, trust, and authority within your niche.
A thoughtful and well-optimized FAQ page can be an important asset to your online presence and a powerful force for improving the customer experience.