Why I recommend an FAQ page on your website
When I am preparing webdesign proposals for clients, I always add an FAQ page to the list of site pages, even if the client hasn’t asked for it. It’s usually simply that they haven’t thought of it. After all, it’s not the most exciting piece of content you might write - but it could be the most useful, to your clients and to Google!
Frequently Asked Question (FAQ) pages often get overlooked or tacked on as an afterthought, leaving visitors on a quest for missing information. That's why I always recommend incorporating an FAQ page from the get-go, even if you're uncertain about how "frequent" those queries might be!
Here are some pointers to ensure your FAQ page is impactful:
Attention to Design & Organization: While FAQ pages may appear a bit mundane, there's no need for them to be visually uninspiring. Arrange your page thoughtfully using accordion menus, tabs, or dropdowns to prevent it from appearing overwhelming. Like all website pages, use headers and subheaders to make the page easy to scan, and anchor links to enhance user navigation.
Address the unasked Questions: As the name suggests, FAQs are meant to address commonly asked questions, but they can also be an opportunity to reveal things about your business that your clients may not have thought of asking but which are super-useful. This is also an opportuntity to communicate your brand's personality. As well as incorporating questions that nobody would typically think to ask, share a piece of your brand's story or values.
It’s ok to repeat yourself: Don’t assume that visitors have read through every page on your website. Even if you have an ecommerce site, for example, and have a dedicated page for shipping information, it's totally fine to include shipping-related FAQs on your FAQ page. People skim websites, so think of your FAQ page as a place to highlight critical information from different pages on your site. Include key details that visitors may have missed and offer links to pertinent pages for deeper insights.
If you're uncertain about what to incorporate on your FAQ page, start by with the simple stuff, for example:
Contact Details: Make sure visitors know how to get in touch with you. Include phone numbers, email addresses, and a contact form if appropriate. I only recommend contact forms if they ask for more details than just name/email/phone number, otherwise they are boring and the UX is unfulfilling! You click send on the form and then wonder where it’s going to land and if you’ll ever hear back. If you do have a contact form on your site, it’s a nice idea to redirect the user to a Thank You page afterwards, confirming that you’ve received the form and giving an indication of what happens next.
Unique Selling Points: Use your FAQ page to highlight what sets your product or service apart from your competitors.
Guidance on Product/Service Selection: Offer guidance on how to choose the right product or service for specific needs or preferences.
Important But Overlooked Information: Include details that customers might need to know but haven't thought to ask. This could encompass instructions for how to book an appointment or a class, make returns or exchanges or shipping details on an ecommerce site, or using certain features of your product.
Returns & Refund Policy: Outline your return and refund policies in a clear and customer-friendly manner.
Password Reset Instructions: If this applies to you, offer clear, step-by-step instructions for resetting passwords, making it easy for users to regain access to their accounts.
Think of your FAQ page as a chance to educate your customers and increase their trust in your business.
Google also loves a good FAQ page A well-structured FAQ page with thoughtful answers show you are interested in providing top-notch customer support. So, ensure your visitors find the answers they seek and are not tempted to go back to Google and search for them elsewhere.
