Why do you need an FAQ page on your website?
Let’s face it, it’s not usually the first page you think of creating when having your company website designed. And, in fact many people consider it a bit of an afterthought. That’s if they bother to have a Frequently Asked Questions (FAQ) page at all. But, really, leave out a FAQ page on your website at your peril. Why? Well, here’s some really good er, answers to that question, right here:
It’ll keep visitors to your site happy
Everyone, it seems, is busy these days. And nothing will annoy a visitor to your site more than to have to scroll through page after page of text. Especially if they’re just looking for a quick answer to a simple question such as what’s your returns policy? We know this for sure as we’ve been there – although not to your particular website, obviously…).
It can be great for Search Engine Optimisation (SEO)
Ask Google a question and you’ll find the first page of the search engine nearly always comes up with featured snippets. These tend to be taken from FAQ pages (especially if it’s a direct answer to the question posed). Google’s own research showed that featured snippet links are regularly clicked on more than other results on the first page. There’s the best reason to have a FAQ page right there!
It can help retain your own sanity
There are few things more annoying than to have to answer the same question/s related to your business over and over again – regardless of whether it’s via email or verbally on the phone. Also, it’s time-consuming, and something you really don’t need when you’ve a business to run. Step up to the mark FAQ page…
It will impress visitors
Having an FAQ page shows that you really do care about, – and want to help – customers. In return, customers will realise they can trust you and feel reassured. It can also allow you to act as an authority if the questions are general enough but specific to your industry or sector.
It can provide valuable link-building for you
Another SEO tool is to‘link-build’ between different web pages on your site. An FAQ page makes this easy since you can refer to certain content areas of your site in order to explain your FAQ answer further. Internal link-building, like keywords and phrases can help boost your SEO function. And who doesn’t want that?!
It can help to build your brand’s voice
Whether you opt for a chatty, informative or formal style and tone of text for your website, you can really emphasise it in your FAQ page. That’s because in answering questions you are being ‘you’ (or rather your brand). The tone you take is also a nod to your customers, and lets them know you understand them. Take Firebox, for instance – they answer their customer’s possible queries in a chatty tone with humour:
10 tips for creating a great FAQ page
- If there are lots of questions and answers then group them into obvious categories, eg postage, customer accounts etc. This keeps the page looking tidy and easy for customers to navigate. Netflix does it well, as you can see here:
- Keep the answers to your questions short and snappy (40 to 90 words), direct (ie no digressing) and authoritative sounding. That way your site is more likely to appear in that SEO golden nugget, the ‘featured snippet.’
- Make sure the questions really are ones that are frequently asked by customers, rather than questions and answers you want to pose.
- These days we all tend to scan pages rather than read them word for word. So, make sure there are plenty of ‘stand out’ headers, spaces and ensure that the type on the page is reasonably large. This all makes for easier scanning for web visitors.
- Resist using your FAQ pages as a ‘dumping ground’ for information you want to tell customers but don’t know where else on the site to put it. Doing so will just make your FAQ page appear messy and disorganised.
- Put your contact phone number and email on your FAQ. That way customers can contact you directly if you don’t have the answer to their question on the page, and won’t be left feeling frustrated and annoyed (at which point they’re likely to find another provider of your service or goods – exactly what you don’t want them to do.
- Do update your FAQ page when it warrants it, such as if you alter a particular policy, or add a new service etc to your offering. Also, check in with staff now again to see if there’s any new questions coming up that could be included. The BBC lists that week’s most popular FAQs on their page:
- Find out if your answers are good enough by getting customers to rate them. Lots of big brands already do this and it’s another way of showing their customers that they care. Amazon does it with reviews. Doing this is a win-win because it lets you know how good you’re doing and it gives customers an opportunity to ‘vent’ if they feel they’ve been ‘fobbed off’ with an answer ie that it’s not accurate enough.
- If you have a fair number of FAQs then it’s a good idea to add a search box to the page. That way you’ll make looking for an answer to your customers’ questions a whole lot easier for them and, hopefully, keep them on your website.
- Use images in your FAQ page (as we’ve done in this article). Not only does this help to break up the text and so prove more ‘pleasant’ to read, but it can sometimes explain the answer to a question better – especially if it involves navigating and clicking on a certain part of your website.
Optimise your FAQ page for voice search
We hope the above article has been helpful and we’ll close it with one final tip; for SEO purposes, when writing out your FAQ page, type out each question in a ‘header’ format as someone would ask it and then write out the answer as ‘paragraph’ text underneath. By writing out the question, you are more likely to appear in Google results, especially voice search. For example, “Does [Amazon] deliver on Weekends?” “Is [Tesco] open on Bank Holidays?”