You're either looking to, or have already invested countless hours into creating a website that reflects you and your business. Having nailed your branding and tone of voice, found the best high-quality images to serve as the eye candy on your pages, and have the copy that talks the talk, there's every possibility you've overlooked the need for one vital component; the FAQ page.
In the event one of your customers has a question, surely they'll just send you an email, get in touch via Facebook, or make conversation with your intuitive chat bot. Right?
However, there are two considerations to take here.
One. Your userbase continues to grow (that's what we want to see!), but you then find the same question being repeated in a number of formats via different sources (email, social media, chatbot, phone calls, smoke signals, you name it). Answering each one in turn, even if just a generic copy/paste response from a binder of responses, is time consuming. Time is our most precious commodity as human beings, and that applies to your customers as well as you.
Two. Your customer thinks to seek the answer out at their own will, be it through a simple search feature, or spending time trawling through your site map to find what they are looking for. If they don't, they're likely to grow increasingly frustrated and therefore less likely to carry out the transaction you're looking for.
What is an FAQ page?
An FAQ (frequently asked questions) page is a set of questions (with answers) that you believe your customers might ask about your business or products.
Often overlooked by business owners, an FAQ page is the perfect tool to help customers make decisions about your services and communication. If you can answer their question efficiently, correctly and comprehensively, then they are more likely to convert from a lead to a sale. Simple.
Why are FAQ pages important?
There are a number of reasons why FAQ pages are important assets for your business.
Navigation. It's quite likely that the answer to the questions being asked is somewhere on your website; be it difficult or easy to find. Naturally we want to make the process for your customer or client to find the answer as easily as possible. FAQ pages can serve as directions to take your website visitors to exactly where they want to go, rather than trawling through menus and site maps; be it a page for a specific service or product, your location so your clients know where to find you, or to certain blog posts and downloadable white papers. Not only does an FAQ with links to related content provide your user with a deeper experience of your website, it also boosts your internal link-building, which is an important search ranking factor. This also takes us neatly onto the next consideration.
Perfect for organic search. An FAQ page offers a great opportunity to provide answers to questions not just about your company, but general questions about your industry or even your competitors. Providing the answers to these types of questions can bring in people who may not even know about your company, but found an answer to their search query on your site and clicked through to learn more. This is a great way to attract passive users and generate additional leads.
Cost saving and time saving. There's every chance that instead of a FAQ page, you have employed a dedicated customer service team; autopilots who answer the same questions day in and day out. Having a FAQ page revokes the need for your customer service department to be repeating themselves on autopilot, permitting for their time to be better allocated elsewhere instead. On the other side of the coin, you may not even require a customer service team that are purely dedicated to answering such questions if the answers already pre-exist on your website.
An expansive pool of content ideas Good content provides value to your audience, be it through providing a solution to their problem, educating and informing, or improving their lives in some way or another. Utilising your FAQ page provides the foundation for sourcing content directly from your questions. Perhaps you could look to elaborate on the answer via a series of blog posts, a downloadable white paper, or even through a video series with yourself or other members of your team?
Establish trust and overcome conversion problems By displaying the answers to the questions your customers are asking, you are evoking a sense of trust which in any good content marketing strategy, is the key stepping stone to converting leads.
Providing comprehensive answers to common questions demonstrates thought leadership and authority within your industry, which makes your site visitors more confident about doing business with your company. Building that confidence and trust is crucial, as typically your client or customer will have plenty of choice between yourself and your competitors as to who they use. So perhaps if you aren't already, it's time to look into how to effectively use an FAQ section to your advantage?