What’s a feature that’s easy to add to your website, speaks directly to your ideal customers, and is an opportunity to transform ideal customers into actual, paying customers? It’s an FAQ!
What’s an FAQ and what can an FAQ do for you? I’m glad you asked, let me answer that and other frequently asked questions!
What’s an FAQ?
An FAQ, pronounced “eff-ay-cue”, stands for Frequently Asked Questions and its purpose is to answer common questions your website visitors may have in a central location so they can get answers quickly and easily.
Do I need one?
That is not an easy, yes or no question. The best way I can answer that is by telling you the advantages of having one so you can decide if it’s something you want to have for your website.
One of the biggest advantages of an FAQ is it does exactly what it says. It answers the most common questions your visitors have. This not only saves you from having to continually answer questions through email or social media but it creates transparency, an indicator that you have nothing to hide, which creates trust, which for you, is awesome. Not only that, it also demonstrates your expertise, and if your competitor’s website did not answer their question then you just became the obvious choice.
Your answers can also help you with SEO and Google Search Engine Ranking. People are always looking for answers and Google is always looking for websites that can give the answers so if you are paying attention to your ideal customers needs you will be able to use your FAQ section to create a page of solutions that will bring new visitors to your website.
What Should an FAQ include?
Really understanding and paying attention to your ideal customer will give you the answers to this question. Keeping a list of questions that you are asked is a great way to keep track of answers that need to be included in your FAQ section.
You can also check out your competitor’s website and see what questions are being answered there. You can also discover opportunities by seeing which questions you are being asked and are not being answered on your competitor’s website.
A great tip on finding questions you can answer is by using Google itself. Google uses what is known as “predictive” text, meaning it tries to fill in what you are searching for by using what is being searched for most according to what you typed in.
This can be a great resource for you to understand what people are searching for in your niche. An example is this very article!
What are FAQ best practices?
Here are some great best practices to follow when creating your own FAQ page:
Title your FAQ page “FAQ” or “Frequently Asked Questions”. People are trying to find answers and they know when they see the FAQ title that’s where they can find them.
Answer the questions your customers actually have, not what you want them to know. This is not the place for sales pitches!
Write the question out first and then follow with the answer. The question should be written from your customer’s perspective, not yours. A good rule of thumb is to write the questions using “I” for them and “you” for you.
Let me give an example:
Instead of “Customer Refunds” or “Can you get a refund?”
“Can I get a refund if I am unhappy with the product?”
While you can use multiple ways to answer a question, try to keep it short. This helps customers get their answers without frustration as well as works best for multiple devices. Remember that your customers may be using their phone to get the answer they need.
Lastly, keep your FAQ page updated. Refresh older questions with relevant ones. If you are using Google Analytics, you can track this page’s data to know which are being read the most and which are being ignored.
What are Some Good Examples?
Baskin Robbins FAQ page does a great job of not only addressing their customers' questions, but it organizes them in an easy to use layout that also gives the readers extra, helpful information such as how many questions are in each category. Visitors can select the category of their interest and not spend time sifting through a long list of questions. Once revealed, the questions are in bold, easily distinguishable from the answers. Finally, the answers are given in a friendly, personable voice that matches the brand and helps the readers feel at ease.
This website does an excellent job of categorizing by product and the answers are informative and friendly. The page is easy to read, clearly titled and works really well on mobile devices. It is clear that the company pays attention to the concerns of their customers and not trying to push their own products.
I hope this inspired you to create your own FAQ page! If it has and you would love to share it (I would love to see it!) then please send it to email@example.com with reference to this article. The best ones will be featured in an upcoming article!