Millions of people every day take to the Internet in search of answers to questions that they have about brands, products and services. Some people may be very specific search queries, while others may be more general.
Whatever the search, a marketer must be able to help consumers with questions that they have about a brand. This is why a well-written FAQ page with accurate, concise information needs to form part of your digital marketing strategy efforts.
Here are five ways to use an FAQ page to benefit your webpage:
1. The FAQ page can create engagement
Providing relevant answers to more commonly asked questions about your products and services can set up the opportunity for conversions. Without taking a deep dive into
sales funnels, well-written responses to users' questions can ultimately help generate sales.
This is because it offers information pertinent to their search when they are in the 'consideration stage' of their purchase. When writing up your answers, reiterate your selling points. But remember to
avoid being sales-focused.
2. An FAQ page can generate authenticity
Authenticity is another key factor in a successful FAQ page. It is bad practice to add poorly thought-up content on your page because it won't be valuable to your target audience. Be genuine in your answers and your FAQ page will deliver
real value by being authentic.
A
well-constructed FAQ page is another opportunity to create goodwill with your readers and reinforce a positive impression of your company. If you have a lot of information, it's ideal to group answers according to topics. This makes it easier for your readers to find the information that they are looking for. It also creates
a better experience for your website visitors.
Presenting facts about the features and benefits of your products and services, information about deliveries and returns (if you have an e-commerce website), payment terms and the like should be a focusing point on your page, as it further accommodates for authenticity.
3. An FAQ page can be used to set the right tone
The Nielsen Norman Group that suggests that
FAQs offer strategic value to an organisation. According to the group, the answers "serve as indicators to prospective customers of how easy it is to resolve problems and to find a helpful person to talk to." At the same time, "unfavourable answers to any of these concerns mean that the visitor will likely find some other place to do business."
It is also important to strike the right balance between being too verbose or too brief in your answers — both will be unhelpful for your readers. It goes without saying that spelling, grammar and punctuation
need to be flawless. Nothing will bring your credibility into question faster than a poorly written and edited FAQ page.
4. The FAQ page can be used to improve SEO
While creating great content for your FAQ page is good for your users, it's also great for search engines. Google loves fresh, relevant content. The chance of your site ranking higher in Google's search engine results pages is that much greater if you include keywords relevant to your business in your answers.
Design questions and answers that can include keywords and phrases for maximum SEO impact. Hyperlinking text in your answers to the relevant service or product pages on your website is also a good SEO practice as it links to pages within your website. This way, you can route users to other areas of your website.
The reverse also holds true — linking the FAQ page from your individual service or product pages will help with the overall optimisation of your website. Remember, people search for their problem online, not the solutions you offer.
By using the vocabulary of your users, your answers can better match their highly qualified search queries. This can increase the likelihood of people clicking to your website from the search engine results page.
5. An FAQ page can provide data about your target market
While improving your FAQ page, remember to keep an eye on your analytics. The analytics data on your website will provide valuable insights into how your FAQ page is performing.
You will be able to see where your visitors came from, how long they stayed on your FAQ page, what interested them the most and what pages they visited afterward. Maintaining your FAQ page and tweaking it to ensure that it remains relevant to your audience can help increase the time spent on your website — a metric that helps boost SEO.
The best FAQ page is one that consistently delivers value to your website and your business. A great FAQ page is one that is authentic, simple and maintained regularly.
It provides useful, valuable information in an efficient, precise and interesting way, by linking to relevant content on your website and inviting engagement.
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