Why are FAQ pages important for your website? When you boil marketing down to its absolute basics it’s about answering questions exceptionally well. You drill down deep into your audience’s collective psyche to identify their wants and needs – then demonstrate your understanding through carefully targeted content.
- Where should you host your content – on one page or several?
- What questions should you be answering?
- Should you try and rank FAQ pages for SEO?
- How much detail should you provide?
If you want to know why FAQ pages matter and how to use them to build engagement (not to mention boost your ROI) read on.
What questions should your FAQ pages answer?
Good news: nothing’s off limits. The more questions you answer the more informed and reassured your customers will feel.
Brainstorm and network
First, brainstorm queries prospects might ask. But don’t go it alone. Speak to other departments within your business and do extensive research.
- What common complaints do your customer service team deal with on a daily basis?
- Which products do your marketing team struggle to generate interest in?
- Visit review sites like TrustPilot: what frustrates or delights your customers?
Tackle difficult questions
Why are FAQ pages so important for your website? They present an opportunity to answer difficult questions your competitors shy away from. Do this and you’ll differentiate your brand from the humdrum crowd.
Examples might include:
- Explaining why your product isn’t universal – even going so far as to recommend competitors. You were never going to win that business and one thing’s for sure, prospects will love your candour.
- Tackling the perennial topic of cost. If your product is bespoke, explain why this makes pricing difficult. Then give an example with a ballpark figure – so visitors to your website feel reassured.
Why are FAQ pages important for SEO?
You’re creating keyword-rich content designed to catch the attention of search engines that will, in turn, promote your brand to the right audience.
At its most basic, search engines like Google are input output mechanisms created to provide the best possible response to users’ questions.
So it makes sense to answer questions better than anyone else. That way you can build trust with your audience by showcasing your expertise.
But what about SEO?
Don’t overcook it. Keep your responses short (3-4 lines) and focus on providing the information your visitors need.
Quality of response always outranks SEO (apologies for the fully intentional pun).
How many FAQ pages does your website need?
There’s no limit so don’t restrict your creative output. Instead, create a series of FAQ pages each focussing on an area of your service delivery and answer those questions exceptionally well.
Examples of FAQ pages might include questions about:
- Returns procedure. If a customer is unhappy what steps should they take? Under what circumstances will a refund or exchange be offered?
- How to guides. What steps should customers follow to use your products and who should they call if there’s a problem?
- The company itself. Who founded your business? Why should prospects trust you to deliver?
- Your product’s features. What do your products do, how do those features add value?
- Price. Even if your service is bespoke, explain why and try to give indicative figures.
Understanding why FAQ pages are important is clearer now: transparency helps build confidence in brands. Fail to answer key questions and prospective customers may feel you have something to hide.
How long should an FAQ page be?
Answering the right questions exceptionally well is more important than filling a page with 30 or so FAQs that are unhelpful. But don’t overlook navigation – because a poorly constructed user experience could undo all your hard work.
- Create an FAQ hub users can use to navigate to the right page. Make sure this hub can be accessed from your main menu.
- Use headings to break pages into sections. For example you might have separate content blocks for each product or service.
- Include a search bar on your hub page and for additional FAQ resources so customers can find answers with minimal effort.
- Deploy accordions throughout to hide content until needed and avoid unnecessary digital clutter that might otherwise distract readers.
- Use links or buttons so visitors can move fluidly between sections or return to the top of page – removing the need to manually scroll to find things.
Now you know why FAQ pages are important for your website…
So why not reach out to our team. We’d love to help you become FAQ experts and build even better user experiences.
