…that will help increase conversion (and save you time answering questions)!
Hey guys, thanks for visiting this page- if you’re like me and you don’t have much time to read or watch videos, why not “listen” to a recording of this blog post? Next time you’re working out at the gym or catching the train, pop on your headphones and have a listen.
If you know me well, you’d know that I hate trading my time for money.
I’m all about systemising, automating, keeping it simple stupid! I love anything passive, or spending as little time as possible but reaping greater financial rewards.
One area that I have spent a lot of time on in the past, in all of my businesses, is answering questions. Question that my potential clients and customers have asked. Often I’d be answering the same questions, or being asked things that I didn’t know the answer to at first, or just plain weird and spammy questions (time to block that person!).
It wasn’t so much the questions they were asking, but the amount of time I spent answering them.
Rather than dismiss these questions as a waste of time, I quickly learnt that there is gold in them questions.
You see, when clients or customers ask you questions, it’s a good sign that they’re interested in your offering but they have some hesitations. They’re not 100% comfortable with handing over their hard-earned cash and putting their trust in you. It’s your job to make them feel warm and fuzzy enough to click that checkout button!
“Why Do I Need An FAQ Page?”
When someone lands on your website, you hope that they can figure things out on their own and will eventually buy your product or service.
Remember, it’s all about CONVERSION, baby.
But how many times have you walked into a bricks and mortar store and had a less-than-satisfying shopping experience (you know, long queues, you can’t find what you’re looking for, rude sales people etc…)?
The same can happen when someone visits your website. You might spend thousands of dollars building this fandangle website with all the bells and whistles, awesome graphics, a swish design and a robust and secure shop, but your visitor could spend 15 seconds on your site and leave, feeling utterly confused (hello 90% bounce rate).
That’s right: “Your visitor could spend 15 seconds on your site and leave, feeling utterly confused”.
A concierge isn’t just for hotels
Your FAQ page is like your website’s concierge- it’s there to greet your customer and help them feel at ease. You want to show your customer that you understand them, you know their frustrations and hesitations.
You want your FAQ page to say “I care about making things easy and stress-free for you.”
Your FAQ page should also set expectations for your clients and customers. How will your product or service help them? Are there any limitations they need to know about?
It should let them know how long delivery will take, and what happens if there is a delay or your product doesn’t arrive. It should also explain what your refund or exchange policy is, and important warranty information.
How an FAQ page can help improve your business and website
Some of the questions on your FAQ page could be the basis of a blog post, a product page or another page on your website. You can build internal links from your FAQ page to another page or post on your website.
Internal linking is good SEO and provides a better user experience. It allows your user to easily navigate your website and helps spread link juice (the power from your backlinks) throughout your website.
New website content
As you’re building your FAQ page, you’ll find ideas for new website content. Some of the questions you answer, you could flesh out and turn into a new blog post!
Business process improvements
When thinking about common questions your customers or clients ask you, is there a common theme or thread? Often, customer questions could mean its time to improve some of your business processes.
For our e-commerce business, our customers were asking questions about our warranty policy. This led us to do more research into the legal side of our warranty and provide a clearer policy on our website. Our business is better prepared for when a customer makes a warranty claim in the future.
Saves you time
Let’s face it- answering customer questions can be tedious. Save yourself some time by creating an FAQ page and direct your customers to this page.
Common FAQ Page Mistakes
Many websites slap together a poorly-written FAQ page, which barely answers any questions and doesn’t help the reader.
Have you made any of the following FAQ page mistakes?
Not using headings and not creating different FAQ topics
Group similar questions together in a section that uses a clear heading. Common headings include “delivery information”, “refund, exchange and warranty policies”, and “product information”.
Large slabs of text and no graphics
Just because it’s an FAQ page doesn’t mean that you shouldn’t include images on the page. Breaking up slabs of text with relevant images can make the page more pleasing to the eye and offer a better user experience.
Using jargon that your customer won’t understand
Don’t sound like a pompous fart! Not all of your customers will be highly educated. You want to build rapport with your audience, not put them off. Using technical language and pompous vocabulary screams “this is too hard” and will scare users off your website.
Not linking your FAQ page to other pages on your site
I’ve already mentioned this, but not linking your FAQ page to other pages on your site can harm your SEO and doesn’t help with the user experience. People want to read more and learn more- help make it easier to navigate your website.
Providing vague and unhelpful answers
People come to your FAQ page for answers- be helpful and easy to deal with! Make sure your content answers each question- there’s no room for fluff here.
Not making the FAQ page easy to find
You’ve worked hard to build a super helpful FAQ page, just make sure your users can find it easily! Provide a link in your menu, and link from other content on your website to your FAQ page.
When building your rip snorting FAQ page, remember the following:
Group questions into similar topics and use clear headings for each topic
Use clear language that’s easy to understand and avoid technical jargon
Add useful and pleasing images to your page to break up slabs of text
Use smart internal linking strategies to enhance SEO
Make your FAQ page easy to find on your website
Spending some time on your FAQ page will help retain website users and improve your customer’s experience with your business. You work hard to get people to your site- make it easy for them to find the answers they need!
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