An FAQ (frequently asked questions) page is a valuable piece of real estate on a website. Yet this is one page that is often left to last and written in haste. However, a well-written FAQ page can increase sales, bring traffic, and save time.
So, it is best not to treat an FAQ page merely as a space-filler. But how do you write a frequently asked questions page that brings you new customers? Here are twelve tips to help you design FAQ pages that provide value to your users and your business.
1. Use a Standard Questions and Answer Format
No one wants to click on an FAQ link only to find something completely different. So, stick to the tried and tested questions and answer format on your FAQ pages. For example, list the FAQs with the questions posed first, followed by the answer. Group questions together by topic.
Most importantly, don’t use an FAQ page as a dumping ground for content for which you couldn’t find another home. Instead, make the FAQs a valuable resource for visitors to your site.
2. Keep the Answers Short
The objective of an FAQ page is to answer users’ questions quickly. So, it is best to keep your answers short. If the question requires more than a 100-word answer, it probably doesn’t belong on the FAQ page. If a question does need a detailed response, you can link from the FAQ page to the page that provides a more comprehensive explanation.
3. Name the Page FAQ
It is best to stick with convention when naming an FAQ page. So, avoid being too creative and calling the page something like “Further Info” or “What You Need to Know.” Visitors to your website know what FAQs are, and that’s what they will look for when they need an answer. So, there is no point in straying from that convention merely to be different.
4. Use the Language of Your Audience
It is essential to remember that an FAQ is there for the benefit of your audience. So, it is best to write the questions and answers in the types of language that your target audience would use. Therefore, avoid using industry jargon with which end-users might not be familiar. Instead, use acronyms and slang terms the people who buy your products use.
5. Provide Straight Answers
It is surprising how many FAQ pages fail to answer the questions posed. Indeed, some so-called frequently answered question pages raise more questions than they answer. So, ensure that each response provides a relevant and concise answer, and avoid providing unnecessary additional information that perhaps should be clarified in a separate section on the page. Make sure you answer the question posed fully, and only that question.
6. Write Questions in The First Person
Questions and answers on an FAQ page are best stated in the first person, for example, “Do You Offer a Guarantee?” or “How Can I Get a Refund?” Using the first person makes an FAQ page more relevant to the user, and it will phrase questions and answers more closely to what people will type into a search engine.
7. Answer Questions that Are Frequently Asked
A well-written FAQ page can drastically reduce the number of customers queries you receive, which could save you a lot of time. So, the first place to look for the content of your FAQ page is your records of customer queries. The critical questions to look for are the common objections that would delay a purchase, and any frequently asked technical and service-related questions that may arise.
8. Look to Google for Inspiration
If you need some inspiration for your FAQ page, Google will show what people ask about products like your own. So, type in a relevant query into Google, and you will see that the results page contains a suggestion box titled “People also ask.” These suggestions will provide you with further questions you may need to answer and also help you phrase your questions to match people’s search terms.
9. Research Your Competitors
If you are unsure what to include in your frequently asked questions, look at your competitors’ sites for inspiration. Researching your competitors will give you ideas for the content of your FAQ page. And it will also help you understand the benefits competitors are pushing.
You can then use your FAQs to sell the unique benefits of your products and counter those of your competitors. For example, if you offer hypoallergenic or organic chemicals in your lawn care, cleaning, or pest control service, include a question about that.
10. Don’t Overdo It
You won’t be able to anticipate all the potential questions a prospect has, so it is best not to attempt this. Instead, keep an FAQ relatively short and stick to the genuinely frequent questions. If you try to answer every imaginable question, your FAQ page will become too long, and that will discourage users from trying to find the answers they need.
11. Include a Search Feature
FAQ pages must be scannable. So, if your FAQ page reaches more than ten questions, it would be best to provide a search feature to make it easier for users to find what they need. Remember, speed is of the essence when you are answering prospects’ questions. If people can’t find the answers they need quickly, they will likely go elsewhere to make their purchase.
12. Don’t Make FAQs Too Boring
FAQs don’t need to be boring to be informative. So, jazz things up a bit with the language you use and let your brand personality shine through in your questions and answers. For example, use a little bit of humor in your answers.
Do sell your business and product, but don’t lose sight of the purpose of the page. FAQs should be a resource rather than an extension of your sales pages. Still, your answers provide an opportunity to remind people of the benefits of buying from your business.
A frequently asked questions page can be a valuable resource. FAQs can reinforce the sales message and counter last-minute objections. An FAQ page can also improve search engine optimization (SEO) and save time by allowing users to answer their questions online.
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