Welcome to part two of our three-part blog series on key types of content you should include in your content marketing strategy. This week, we’re talking about a piece of content that’s a powerhouse for both optimization and the customer experience: the FAQ page.
Your Audience Has Questions; You’ve Got Answers
We’ve all researched a product or visited a business website to learn more about a service. Your customers do the same. The good news is, at this stage in the customer journey, you’re getting closer to snatching a lead.
But, what happens when your customer doesn’t find the information they’re looking for? What happens when they wind up with more questions than answers? They bounce off your site and seek clarification elsewhere—often, a competitor’s site.
Your website should solidify that what you offer is the best choice for your customer. There’s no room for doubt.
An informative FAQ page helps eliminate doubt and builds trust between you and your audience. FAQ pages are also great SEO tools. They have amazing keyword potential, and they build a bridge between your customer and the additional content found on your site. Talk about a win-win!
How to Create Informative FAQ Pages for Your Website
FAQ pages are quite simple to put together. All they take are some time to research and write.
1. Determine Your Customers’ FAQs
The first step is to determine which questions your audience asks the most. There are a few ways you can do this:
- Consider customer conversations: What questions typically arise during consultations or via email from your audience? If you have a sales team, what questions do they receive from customers most often? If you’re struggling with coming up with questions, leave a notepad by your phone and write down questions you answer whenever someone calls.
- Think like your customer: Go over your website and start jotting down the questions that come to mind as you read. Ask yourself, “What might my customer ask about this service?” Remember, there are no silly questions.
- Create a survey: Create a short survey using Google Forms and send it to previous customers asking what questions they had before working with you. Or ask some trusted colleagues to review your website and share their questions.
- Brainstorm with your team: Tap into your team. They may recall interactions with customers that resulted in questions you might not have considered.
2. Organize Your FAQs
Before you write, we recommend organizing your questions first. There are endless ways to do so, but your first FAQ page can be as simple as a page with headings as questions and the answers beneath. You can also add headings to separate sections. For example, you might choose to create a specific FAQ section on your services and another answering general questions about your business.
Remember to use formatting to help you organize. For example:
- Format each section as an H2 header
- Format each question as an H3 header
- Write your answers using paragraph format
When writing the answers to the questions, make sure you get to the point fast. We recommend answering the question in the first sentence for easy skimming. Then, add more context. This method gives your audience a quick win followed by a deeper dive.
As you write, consider the other content on your website. Is there a blog post that provides more context to a question? Include a link to that post in your answer. Sharing additional content gives your audience more information, thus improving your chances of sealing the deal.
If you get stuck writing, try recording your answers instead. You can have a team member or trusted colleague ask you questions and then you can answer verbally. All you need to do after that is transcribe your answers, edit slightly and then hit “publish.”
Important: Don’t forget to add a call to action (CTA) on your FAQ page. After all, your potential customers may have additional questions, or they may wish to get started right away.
Questions About FAQ Pages? We Can Help.
FAQ pages provide much-needed clarity to customers as they consider your services. These pages are invaluable to the customer journey and how well your website converts.
If you’re struggling with creating your FAQ pages, we’re here to help. Send us a message today.