Many websites give Frequently Asked Questions low priority – aren’t they just for sales support? But FAQs are credible content – they encourage initial and REPEAT sales. They improve your Google rank, boost web traffic, and draw attention to benefits.
This checklist helps you define useful FAQs for your website, and gives some tips on how to write them to get the best reader experience and ROI.
WHY do FAQs work?
FAQs tell potential buyers that you care about more than a quick cash sale. They demonstrate that you value the customer’s time, and that owners can expect value from using your product.
When users find the information they need easily, it enhances your professionalism, and increases the likelihood that they explore your website further, subscribe to newsletters and buy.
FAQs help your search engine rank
FAQs on your website improve your search engine optimization (SEO). Phrase your questions around your target keywords. Use the exact search phrases that your audience might use, so you come up on their search.
FAQs reduce support workload
Well-crafted FAQs answer common customer enquiries 24-7. That means fewer emails, support tickets and phone calls. FAQs solve issues before customers get annoyed, and free up your support staff to focus on more unique problems.
IDEA: Add a sticker with a QR code linked to your FAQs! Years later, the customer can quickly get to your website for servicing, accessories and upgrades!
WHAT: generating ideas for FAQs
Product-related FAQs
- How do I set up/install the product?
- What and how do I find key features and functions?
- Where is the serial number or product code?
- What is the default password?
- What additional accessories or components do I need?
- How do I maintain it and care for it?
- Do I need to complete an online product warranty?*
- How can I initiate a return or request a refund if necessary?*
* You might think that these FAQs are asking for trouble. You don’t WANT these calls. But it’s better they call you than goto social media. Having this information openly on your website (and not just as an anonymous form) gives buyers the confidence to make a purchase.
Usage and troubleshooting questions
- Tips for using the product
- Known issues or the location of updates
- Common troubleshooting tips
- How to optimize performance
- How to customize its settings
- How to find online user manuals and learning resources
- How to contact customer support
HOW to write FAQs that work
Use real-life queries
Talk to your support and sales teams to go beyond the obvious questions listed above, so you identify queries unique to your product.
Use natural language and keywords
Write your FAQs as though you were speaking to your Mom. So polite and respectful, but don’t assume industry knowledge. What are the words beginners would type into a search?
Use Structured Data Markup
Programmers can use structured data markup (an FAQ Page schema) to identify to Google that these are FAQs, and are in a Q&A format. Google can then generate rich snippets in search results, improving your website’s visibility and page rank.
Give concise answers
Don’t give too much detail in the FAQ answer. Keep it short and simple with the answer that 80% of visitors will need. Don’t use jargon unless you also have pop-up tips to explain acronyms. If the answer is “it depends”, write what it depends on and then link to more detailed answers.
Give complex answers as downloads
It is much easier to update a PDF than a website. If you find you need tables and graphs, give it as a download, with a short teaser about what the download includes.
Categorize and organize
Make it easy for users to find the information they need.
- Group related questions together under topics.
- Use tags to link FAQs to their product
- Divide product FAQs based on tags, so they are on their own page
- I use pop-open accordions for FAQs so the user can read all the questions, AND it’s great for SEO!
- CBI Australia has some really complex products – see how we do it!
Update FAQs regularly
Check that information is accurate and relevant and that downloads and link pages still exist. You might need to revisit to include new benefits, changes to your installation or even new industry trends and laws.
