The FAQ page is a valuable opportunity in the conversion funnel of many businesses. After all, where else do potential customers so clearly indicated their concerns related to your product? Unfortunately, the FAQ page often gets relegated to the role of a thinly disguised catch-all for content that didn’t manage to find a place anywhere else on your site. Sites that neglect the FAQ page, are missing out on some low-hanging conversions.
So if you are guilty of the above, here are some tips to make sure your FAQ page is ready for primetime.
Organize FAQs with navigation in mind
Helping your visitor answer the question they had in mind as quickly as possible is the name of the game. Instead of having a list of questions listed reverse chronologically or worse, alphabetically, sort questions into categories such as the ‘Pricing and Payments’, ‘Shipping’ and ‘Accounts’. This gently guides the visitor to the right place, and perhaps answers related questions they might have had.
The One.com FAQ page is organized by product and sub-categorized by function
If it can go somewhere else, that’s where it goes
If the answer to a question fits naturally somewhere else on your website, that is where that text belongs. It is one thing to have your FAQ page cover questions that a customer may have, but it is better to have addressed them when they are looking through the relevant sections on your website.
An added benefit this will keep your FAQ page more succinct, and thus easier to navigate. There are many FAQs that seem unwieldy because the sheer volume of ‘frequently asked’ questions are overwhelming.
Make sure customers actually ask these questions frequently
It might be tempting to use the FAQ page to give information you want to tell visitors, but the purpose of the page is to help potential and existing customers find answers to common questions. By keeping it customer focused, the FAQ page stays well-organized and concise.
Let visitors be able to search the way they use language
Customers use language that is different from businesses – a lot more colloquial, a lot less jargon. Your FAQ should reflect that. By having your questions phrased the same way your audience would ask them, it increases the chances of them finding it when they use the search function or ctrl-f on your site.
Clarity over precision
Sometimes, it takes a longer explanation to make sure the question is covered accurately in detail. However, if this loses clarity in the mind of your customer, then you’ve lost. For a FAQ page, it is often better to give a short answer that clarifies the question (and maybe a link to a deeper explanation) even at the expense of precision.
Create individualized URLs for each question
Having a link you can copy and paste into a variety of situations is a great time-saving tool, whether it is supporting a customer through email, live chat, or even you community helping each other out. You don’t even have to create separate pages, you can just have the link jump the customer to that specific section. Here is aneasy to follow guide on Hubspot.
If you follow these simple tips, your FAQ will be able to pull a lot more weight when it comes to reducing support load, or even driving conversions!