The FAQ page is part of the “traditional” elements that most websites contain.
Yours certainly an FAQ page too, but are you sure that it is really useful for your visitors and that it indirectly brings you new customers?
Take note of this checklist of the 6 key ingredients for a successful FAQ page.
1. Answer the most frequently asked questions
The word “frequently” should not be taken lightly: you should (really) answer the most common questions among your customers and prospects.
To know these questions, pay attention to what your customers tell you, whether by:
- Or on social networks.
To do this, check with the members of your team who are in regular contact with customers (sales representatives, account managers, etc.).
Read also: How to make a successful FAQ page?
2. Respond to disturbing questions on your FAQ page
- “Is your service so expensive?” “,
- “Have you stopped selling my favorite product?” “,
- “Is there no reimbursement possible?”
This type of question may be familiar to you … And for good reason, it may be that a significant portion of your customers ask “disturbing” questions, questions that are often completely ignored in FAQs.
To pretend that these demands don’t exist is to say that you don’t care about your customers. In addition, if you do not answer it yourself, someone else will do it for you – especially on social networks – and the answer will surely not be tender …
So answer “difficult” questions honestly, while trying to turn them into a positive way.
3. Respond with clarity and simplicity
Your clients are not specialists in your field (whatever it is). YOU are the expert they turn to.
This implies that they will sometimes ask you technical questions which you will have to answer, putting aside the jargon: make sure you are understandable by all.
Keep a “conversational” tone in your FAQs: if you are asked a question in simple words, do not respond with convoluted expressions and periphrases.
Did you know?
Professional freelance writers can help you write your FAQs by providing you with quality, SEO-optimized texts for better search engine results.
To do this, place an order for texts from Redacteur.com or request a quote online to be contacted by one of our account managers.
4. Always think “conversion” on your FAQ page
A prospect who reads your frequently asked questions is probably in complete hesitation: they are considering calling on you, but are not quite decided yet, and they are probably considering competing offers.
The FAQ is precisely the opportunity to encourage them to take the next step.
Think about it
Integrate links to your products or strategic pages of your site when relevant – to adapt according to the question asked – or invite the visitor to contact you if they cannot find the information they need.
Do not hesitate to integrate a call to action worthy of the name, as Shopify does by offering a free trial.
Read also: How to use FAQ markups to boost your SEO?
5. An easily accessible FAQ page
Last, but not least: your FAQ should be easily found and accessible to your site visitors.
Make sure your home page has a prominent link to frequently asked questions. This can also be an integral part of your homepage or even your About page (it does not have to be a separate page).
The FAQ should also be easy to navigate:
If it contains a lot of questions, they should be sorted by categories. Within each category, questions should be sorted from most basic to most specific. A search bar is also welcome if the FAQ is full.
Think about it!
Your FAQ can be organized as a simple group of articles as follows:
- A general summary linked in a menu or footer for example,
- Thematic sections grouping together questions on the same subject,
- Pages that are dedicated to each of these questions.
6. Monitor the performance of your FAQ page
Now that you have all the necessary elements for a successful FAQ, also think that it is important to follow the progress of the changes made through:
- Emails received from users of your site,
- The traffic it receives or the most viewed pages.
Indeed, continuously analyze the frequently asked questions received by your customer service. You can then adjust some answers to your FAQ or even add more.
Also analyze, for each page of your FAQ, the relevant keywords that made your content come up in Google search results. This will allow you to identify terms that your content does not address to further improve it.
Use Google Search Console: a free service from Google that allows you to check if your site, blog, FAQ, etc., is indexed by Google in order to optimize its SEO.
Read also: 6 tips to improve the ROI of your website.