Why You Need A FAQ Page On Your Business Site
A frequently asked questions (FAQ) page is an effective way to establish trust with your audience, streamline conversion points, lighten the load on customer service, and improve your search engine optimization.
The FAQ page is where you handle common questions that consumers have regarding your products, services, or brand. Every business can benefit from an FAQ page, but how do you make one that actually creates results?
What are the benefits of an FAQ page?
FAQ pages are one of your strongest fighters for conversion. The page helps address any questions, concerns, or objections that potential customers may have. FAQ can help alleviate customer worries so they can feel secure in their purchase. Answering their questions earns your consumers’ trust by demonstrating your expertise, consumer understanding, and brand mission.
FAQ pages are also great for SEO and site navigation. Search engines like seeing FAQ pages because it shows willingness to help the consumer. This is also a great page to add in some additional keywords to put your website into context for search engines.
This page also helps relieve the burden of your customer service department. an FAQ page generally reduces the number of customer inquiries pre-purchase. If a customer reaches out via email or social media, the FAQ page is an easy link for your customer service representatives to use, as opposed to manually answering every repeat customer inquiry. Streamlining customer service helps push conversion while freeing your team to focus on more pressing matters.
Which questions should you include in an FAQ?
1. Questions you receive often
The questions you get asked most frequently should show up in your “frequently asked questions” section. Take stock of all of the questions in your email, voicemail, and social media inboxes. Which questions keep coming up time and time again? What are consumers longing to know about your business?
2. Questions from your competitors
You can check out your competitors’ or partners’ sites for inspiration. What questions are your competitor’s answering for their consumers? Why do they answer these specific questions? How does it add to their brand or push conversion?
Do not copy your competitors’ questions or answers. This damages trust and authority for both customers and search engines. Instead, use their FAQ as inspiration to garner more insights into your consumer base. Then figure out ways to make your FAQ even better.
3. Answers you want to highlight
Your FAQ section is a great way to reiterate your brand’s unique selling point. What do you want to emphasize that differentiates your brand?
For example, if you offer free returns, you might want to use the question, “Do you offer free returns?” A positive answer is a great selling point that can push conversion from customers eager to have free returns.
Or if you have an eco-friendly mission, you might include the question, “How do we emphasize sustainability?” to show how your brand is different than the rest.
Don’t ask questions just to showcase your brand’s USP. You still want to offer value and answer their burning questions, but don’t be afraid to frame them so you push conversion as well.
How should you answer questions?
1. Direct the question to a positive answer.
The way you write the question will determine how you answer it. You ideally want all of your answers to be positive, even if you have a negative response.
For example, let’s say you do not offer free shipping. There are two ways you could approach this as an FAQ.
1. Q: “Do you offer free shipping?” A: “No.” – This example feels a little harsh, right? You’re not putting your brand in a positive light or adding anything of value.
2. Q: “What’s the deal with shipping?” A: “You cover the cost of shipping, and we cover the costs of any and all returns! We like sharing the responsibility here, and we believe that you deserve to have the freedom to return and refund anything that doesn’t fit with your closet.” – This example still says that you don’t offer free shipping, but it demonstrates your reasoning and builds relationship between brand and customer. It highlights what the customer does get, as opposed to what they don’t.
2. Write in your brand voice.
Respond in your brand voice. This is a great opportunity to bring out another layer of your branding through your tone and word choice. You’re communicating directly with the consumer by answering the questions that are on their mind.
Write as though your brand were a person answering the customer’s question.
Note: We recommend writing the question in second person and the answer in third person. This makes it seem like the customer is asking the question, and the business is answering. For example, Q: “Do you offer free shipping?” A: “Yes, we offer free shipping.”
3. Stay simple and straightforward.
Frequently asked questions shouldn’t be long. You want to comprehensively answer the question while being concise and direct. Say more with less.
Another great way to keep it simple? Use images in place of words whenever possible.
4. Use topics and subtopics.
Your FAQ page should be streamlined and simple. Use formatting with easy-to-follow topics to direct people to answers they’re looking for.
If possible, you may want to format the page so only the questions appear at first. Then, visitors can click on each question to get a “drop down” answer. This keeps the page clean and interactive.
5. Make it searchable.
Make your FAQ page visible, present, and easy to find. If you have a search bar on your website navigation, make your FAQ searchable too. Your customer might start to type in a question that they want answered. This can bring them to the FAQ, so their question can be resolved quickly and easily.
6. Repurpose the questions.
It’s becoming more commonplace for customers to ask questions through social media, either by tagging you in a post or story or messaging you directly. Linking to your FAQ page is a simple way to maintain consistent answers while streamlining the customer service process.
You can also use your FAQ in your own social posts. For example, you could have an Instagram story posing the question, “What material are our products made out of?” The next story could include pictures and descriptions of the material. This answers questions while marketing your product and brand further.
7. Offer space for questions.
If your FAQ page does not answer someone’s question, you want them to be able to reach out to you to get that question answered. You want all questions to have a response, because this engenders consumer trust and pushes conversion.
At the bottom of your FAQ page, you might want to include a link to your Contact page or online chat so customers can still get in touch with you. This allows them to feel like their question still matters, even if it’s not on the page.
Sample “frequently asked questions”
Here are some common FAQ page questions to get you started:
Do you offer free shipping?
What is your returns policy?
Do you ship overseas?
Do you have a loyalty program?
How do I track my orders?
What payment methods do you offer?
How can I book an appointment?
What materials/processes do you use?
Including an FAQ page is a great way to improve visibility and gain trust with your audience. You get the opportunity to add a new layer to your brand while alleviating customers’ concerns and pushing them towards conversion.
Not sure how to create the content for your FAQ page? No worries. Check out our content mini course to start brainstorming ideas!