You have probably seen that most companies have an FAQ page, section or downloadable material on their website. This action provides excellent opportunities to connect with the audience, since it is based on anticipation, on providing valuable information about your products or services.
This is known as a FAQ or Frequently Asked Questions page, which includes the questions that customers usually ask most frequently and that cover topics such as the use of the product or service, hours of operation, and prices, among other information.
These FAQs have become one of the best digital assets you can create, since answering recurring doubts and questions is essential to serving prospects and converting them into customers.
In this article, we are going to delve into what FAQs are, what they are for and how you can create an FAQ page.
What is FAQ?
FAQ means: Frequently Asked Questions (frequently asked questions) and is a series of common doubts that the audience has regarding your business, your products or your services (functionalities, compatibility, costs, shipments, guarantees, support, discounts, news, etc. ). So the company or brand establishes a space to solve those questions.
The question and answer section can be hosted on a website, in downloadable articles, newsletters or online forums or you can generate blog posts from each new question.
Although sometimes overlooked, FAQs are an important component of most customer service strategies, saving time for website visitors and employees alike.
Customers don’t have to contact customer service for answers to simple questions, and employees have a resource to provide standardized solutions to more typical questions. This translates into better customer satisfaction, saving time and resources.
SEO Benefits of FAQs
When we talk about a FAQ page, it is important to consider that it will not only help your customers or visitors, but Google will be very happy to index information, as long as it is valuable.
A good FAQ section will help boost your search engine rankings, so they are a positive factor for SEO.
To achieve this, it is important that you spend time analyzing the recurring questions; try not to work with assumptions, but with real data that you have collected. From there it identifies keywords, search terms and user interests.
Then you can create a FAQ, whose questions and answers contain keywords and search intentions of your audience. When Google’s algorithm detects this, it will position you in its top locations.
It is essential that you consider the keywords when defining the questions. For example, a company that sells water filters could not miss the possibility of clarifying how they work, what they are made of, how long they last, how much the spare parts cost, how they are cleaned, etc. Remember that a good definition (clear and brief) could make your website climb in Google results.
How to create a FAQ page?
- Consult customer service to identify common questions
- Organize the structure of your FAQ page
- Includes a live customer service section
- Publish the FAQ page on your website
- Monitor the performance of the FAQ page
- Update content and add more solutions over time
1. Please consult customer service to identify common questions
Your FAQ page should address the most common questions customers have about your products, services, and brand in general. The best way to identify those questions is to tap into customer support data and see what issues are constantly coming up.
If you use customer service software or a call centre, you can easily discover people’s most popular questions.
Some ticketing systems even offer tagging features that allow agents to identify issues which they then automatically categorize in a stored database. In this way, when you are analyzing the data with your team, you can sort your tickets by topic, date or popularity.
2. Organize the structure of your FAQ page
Depending on the number of products or services your company offers, your FAQ page may consist of a single page with a list of questions, or it may consist of multiple pages. This will vary depending on the needs of your customers and the complexity of your products or services.
If you have multiple FAQ pages, a critical element is the search bar. If it’s difficult to use or doesn’t deliver the expected results, customers won’t have the patience to go through every page until they find an answer.
When creating your knowledge base articles, use searchable keywords in both post titles and wording. This will make your pages easier to find since they will include the same terms and phrases that visitors are searching for.
For example, it would be ideal if you organized the structure of your FAQ according to topics. Let’s go back to the example of water filters, you could classify the questions in sizes, capacity, materials, installation, useful life, etc.
3. Include a live customer service section
FAQ pages are intended as an initial support alternative for customers looking for an immediate answer to a question or problem. However, it should not replace your knowledge base or your customer service team. Having a FAQ page should complement these support channels.
When customers have questions that go beyond the scope of the FAQ, you should have options that connect them directly to your support team.
You can add a link that opens a new support ticket or include your call centre phone number so customers don’t have to return to the home page to look for your business email or phone number.
4. Publish the FAQ page on your website
Once your FAQ page is ready, it’s time to publish it on your website. Most companies provide a link to the FAQ page on the main navigation bar of their website, so that no matter where they are, visitors can go directly to the page if they need help.
If you have a knowledge base, you can add the FAQ page as a section of this resource. Make sure your FAQ page is highly accessible and includes keywords so people find what they’re looking for.
6. Monitor FAQ Page Performance
With your page up and running, customers will already be able to find solutions to common problems. To know if it is working properly, you will have to review the data you used, check if you should update it, if there have been improvements or changes in your products and services, and edit according to these changes.
7. Update content and add more solutions over time
As your business grows, you should update your FAQ page to include any new questions that become popular over time.
For example, if you launch a new product or service, you’ll need to update your FAQ page to also include tips for that new offering. This shows that you are serious about customers and that you are launching new products and services with the goal of solving the needs of your audience.
When developing your FAQ page, use the following tips to ensure your design is optimal for your customers.
How to make a good design for your FAQ page?
When creating a FAQ page, there are a few elements and practices that you must maintain for the best customer experience. We will delve into each of them by referring to the Nintendo Switch FAQ page.
Now let’s see what we can learn from it:
1. Write clear and concise FAQ pages
In terms of FAQ pages the old saying “less is more” is totally true. Too much text can be confusing. Instead of writing long and complex paragraphs, it is better to be direct and brief when giving answers.
2. Periodically update each page
All FAQ pages must be accurate. As your organization deals with product releases & updates, your FAQs should reflect these changes as well. This means that your team needs to constantly review each page, especially after making updates.
3. Include a search bar
While it’s helpful to include all FAQs on one page, this dense format can be tedious for many customers. Often people arrive at a FAQ page with a single question in mind and are forced to scroll through dozens or hundreds of other questions to find theirs.
If they have access to a search bar, users can easily find their specific question, keyword or topic.
4. Organize the questions by categories
What is also inconvenient is presenting the questions in random order. This is especially frustrating for customers who have multiple questions related to the same topic. Therefore, it is useful to divide the questions into general categories: product, billing, support, etc.
5. Link the most important questions
It is also likely that some questions are more popular than others. To save customers time, these top questions should appear in the main section of the FAQ page. In this way, you can maintain the page order by categories and, at the same time, make your most searched questions more accessible.
6. Stick to the basics
You may want to make your FAQ pages fun and easy to navigate with bold colours or humour. These elements can be effective (depending on your organization and your brand) but customers are not visiting this page to be entertained. In general, it’s best to keep a basic layout and simple layout that is quickly accessible and easy to read.
Make sure your FAQ answers all questions
Don’t be afraid to cover all the information you think is convenient, that really helps your customers and Google. There is nothing worse than a FAQ that tells you obvious things or leaves you with more questions.
Below you will see some examples that can serve as inspiration.
Examples of companies that use FAQ
1. Hub Spot
On Hub Spot free CMS software page, we have included a section of frequently asked questions on the home page. Take a look at it so you can see how we provide information about this solution and its benefits, but we sense that there may be questions, so we anticipate answering them.
You may notice that we use keywords like “content management system” that helps us rank in search engines. We also seriously answer those questions that we have already detected that users are asking, including: “how much does the HubSpot content system cost?”.
However, HubSpot also uses FAQ blocks on all of its product pages.
2. Green Apple
This startup has the mission of promoting a balanced and healthy diet through an application in which users have information and can order healthy dishes. In the footer of their page, there is a link that directs you to their FAQ page. You may notice that it organizes the section into two columns, the first for questions and the second where you can read the answers about how Manzana Verde’s business model works.
This financial institution facilitates loans and has different solutions depending on the needs of the user. Their FAQ page displays the most popular questions in a dropdown menu. In the end, there is a block for other more detailed or particular questions, as well as a button that links to a section where all the answers, in general, are concentrated.
4. FES Acatlan
This educational institution has created a space for students or former students to resolve their frequently asked questions regarding the academic offer, career changes, validation of studies, open university and more. This section is intended to give users a first orientation.
This company is dedicated to car rental; In its question and answer section, you can see a long but functional list because it is better to answer everything than to leave something unsaid.
As a special case, we show you a Play City advertisement that was presented on television and social networks. Note that the FAQs help you generate content in different channels and formats. Play City is a gambling platform, casino style, so it faces some doubts that represent obstacles for people not to visit its facilities.
Therefore, he made an announcement in which he very briefly answers those objections: What is Play City? Is Play City for me? Do I have to dress formally?
How to display your FAQ on Google with structured data?
Properly tagging your FAQ page will allow it to appear as rich results in user searches.
First, you have to add the required properties. If you use a CMS, this will be easy for you: you just have to validate your code with the rich results test. When you create pages with structured data you can check how they look on Google. Just check that Google can access your page and that it’s not blocked by a robots.txt file, the noindex tag, or login requirements.
Once the above has been verified, you can now request that Google re-crawl your URL and that’s it. Once it’s up and running, properly tagged pages will display a rich result on the search results page. In this way, your website can more easily reach the right users.
You already know the importance of FAQs and how to take advantage of them to better serve your customers (and help search engines rank you better for search intent related to your questions and answers). Now is the time to apply and take advantage of this resource.