Frequently Asked Questions (FAQ) pages have long been thought of as basic lists of common questions and answers. However, smart marketers know that it can also be included in a business’s more comprehensive help center. A good FAQ list empowers customers to find answers to their own problems, giving customer support agents more time to focus on complex cases.
What is an FAQ Page?
An FAQ offers answers to customers’ questions, but it can also form an integral part of a company’s knowledge base. These pages are always set up in a question: answer format and should contain concise answers to each question. FAQs can be used as their own articles, or they can be incorporated into help centers or longer series.
How to Create the Perfect FAQ Page
Making a FAQ section that offers customers the help they need takes some work. Think carefully about what questions to include, think about who will answer them, and what the next steps would be for customers who find that FAQs aren’t enough. The following top tips can help.
Make Data-Driven Decisions About What to Include
CRM data can be used to create a more comprehensive vision of customers’ needs across all channels and how a company’s representatives categorize them. The best way to gather information is to ask reps to keep logs of helpful solutions. Product testing groups can also be helpful.
Form Clear Criteria for Responses
There’s no one-size-fits-all solution to creating FAQ pages. Some companies can simply create lists, and that’s just fine. Others will need to put in a bit more work. Using knowledge base software and AI technology will allow businesses on the cutting edge to create more personalized experiences. It all comes down to how complicated the typical customer’s questions happen to be.
Create Multiple Solutions
FAQs should have short responses of just a few sentences, but that’s not always enough for customers. Make a point of linking to other articles, pages, or tutorials in the FAQ responses, and include a search bar on the page. A link to additional customer support resources can also help.
Don’t just post a handful of questions and answers, then call an FAQ page done. Look for ways to add constantly to the answer bank and to shift questions as customers continue to describe their needs. Including a one-question survey at the end of the page that asks customers if they found the information they needed is a great way to start filling in the gaps.
Make the Page Easy to Find
To be useful, an FAQ page needs to be accessible. Optimize the page using effective SEO tactics and link to it in a highly visible place on the home screen. The page should also be well-organized and intuitive so that customers who make their way to the FAQs will be able to navigate the content easily and find the information they need.
The Purpose of an FAQ Page
The primary purpose of an FAQ page is to offer quick answers to commonly asked questions. Having an FAQ page empowers a company’s customers to find solutions to their own problems, increasing customer satisfaction levels and reducing busywork for human personnel. Of course, FAQ pages can’t resolve every problem that could arise, so an option to contact a live agent is a must.
FAQ and SEO
FAQ pages aren’t just great for the customer service department. Digital marketers love them too because they can form an integral part of a company’s search engine optimization (SEO) strategy. Because customers often submit queries in the form of questions, an FAQ page can help a website boost its search engine page rankings (SERPs). To create an FAQ page that’s just as SEO-friendly as it is helpful to customers, be sure to:
- Perform keyword research first to get an idea of what customers want from the page
- Structure the content so that it is easily crawlable by using a template or the topic cluster model
- Use subheadings, bullet lists, and short paragraphs to make content more digestible
- Include internal links to relevant articles
- Manage the page by paying attention to issues like outdated content, slow site speeds, and poor mobile performance and fix any problems immediately
Make the Most of FAQs
Creating a crawlable and useful FAQ page doesn’t just help customers find answers to their questions. It also reduces the amount of time that customer service reps need to spend answering easily solvable problems and helps to boost the site’s performance on search engines like Google. It’s worth the work.