The Importance of a Well-Made FAQ Page

Category: Brand Identity|Business Research|Customer service|Digital Marketing|Target Audience

While the trend these days is to cut down on website text, you should not be compromising on information. 

When setting up a website, your aim is to impress two parties:

  • The customer
  • The search engine

Both of them need to have the basic information if you want to hold their attention for longer than 3 seconds. 

A search engine’s attention is needed because it decides who gets to see you and who doesn’t. A lot of times people type queries directly into Google for example, or they use voice search to ask a question.

The source that can offer the best and the most succinct answer is the one Google will choose to answer them. 

Google now shows a snippet directly as the answer to a question or query asked. With an optimized FAQ page, this shared snippet can be yours. 

If the search engine cannot find a good or direct enough answer, it will move on to someone else i.e. one of your competitors. 

Dealing with Potential Customers

We don’t really need to go over why customers are important to a business. However, why a Frequently Asked Questions page is important to customers should be reviewed. 

If a potential customer has questions that aren’t being answered, they will lose interest. Remember that they have many options. While they are on your platform is your chance to impress them and maintain their interest so that they convert. 

Don’t leave things unanswered or keep them guessing. They will leave.

A lot of the concerns customers have are regarding returns and refunds etc. If they are on the fence about whether or not they want to buy something, they want to know these things even more. 

Assuring them of your policies will put their mind at ease and encourage conversion. 

What it means for the business

Firstly, it shows anyone visiting your website that you are a legit business and are willing to share useful information. When a business shies away from getting into the details, buyers see it as a red flag. 

Secondly, it saves time. Not just the buyer’s but also your customer support staff’s. 

A lot of buyers have the same questions (which is why they are called ‘frequently’ asked questions). So you can just put them all in the same place and have them get their answers straight from the website. 

Otherwise, your customer support staff might find themselves answering the same questions over and over and there will be many potential buyers who won’t take the time out to ask. They will simply leave. 

So, do some research and figure out what are the natural questions that a customer will have. You should look at your records of correspondence with customers to get this data as well. And get started on building a great FAQs page!

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