Think FAQs Are Boring? Your Customers Don’t: Here’s Why

You might think that in an era where you can simply Google the answer to any query in seconds, creating a FAQ page with a long list of questions and answers is a redundant exercise. Spoiler: it’s not… In fact, this is precisely why FAQ pages are important: having an authoritative list of answers to common questions in your niche could make you the go-to resource for Google on a particular topic. In other words, you can be the answer that Google provides for dozens of high-traffic queries. When done well, FAQ pages are also a valuable resource for your customers, giving them deeper insight into your business, internal processes, and expertise. Here are five reasons you need a FAQ page on your website.

1. Snag Featured Snippets and Leverage Voice Search

Featured Snippets are the “answer boxes” that appear above search results when you Google certain phrases (usually questions). These boxes are designed to give you concise answers, eliminating the need for you to click through to a website. For example, if you search “how to tie shoelaces” you will be given a set of step-by-step instructions. If you use voice search, you may also have noticed that your digital assistant often relies on Featured Snippets to give you an accurate answer to your question. Voice search traffic is only going to increase, so content that features concise, authoritative answers to common questions will become more important. When Google wants an answer for a Featured Snippets, FAQ page content is exactly what they look for.

2. Educate Your Customers and Streamline the Sales Process

Ever get tired of answering the same questions from prospects over and over again? With a FAQ page you can provide answers to all those pesky questions and point unqualified leads there. That way, when you or your sales team finally get on the phone with a prospect, you can get down to brass tacks right away. When you are planning out the content for your FAQ page, brainstorm with your team and make a list of all the most common questions you receive.

3. Improve Your User Experience by Including Key Information in One Place

Having a sleek, minimal website might look cool, but if potential customers are frustrated by the lack of information about your business, then it could wind up hurting you. Creating a well-organized FAQ page allows you to collect all the important information about your business in one place. That way, when people visit your website, they don’t have to waste valuable time searching through dozens of pages to find the information they need. Good user experience will also have flow on effects for your SEO. After all, search engines are designed to give searchers more of what they want, and if you can deliver easily accessible information that is valuable to your customers via an FAQ page, you will most definitely benefit in search.

4. Showcase Your Expertise and Wow Your Prospects

People want to hire someone who knows their stuff. Your FAQ page is a chance to wow potential customers with your amazing expertise. As I mentioned above, you’ll want to answer all the most common questions you get from customers. But it also pays to answer more technical questions or bring lesser-known issues to the attention of your prospects. If you can provide specialist advice on something that gives you an edge over your competitors, do it! Showing off your expertise also gains you credibility with Google. If you can, bolster your credentials with plenty of social proof like testimonials, case studies, and awards to really boost your authority.

5. Establish Trust and Increase Sales

If your prospects don’t trust you, they won’t buy from you. It’s as simple as that. An FAQ page shows prospects that you listen to your customers and make an effort to address their concerns. As they move through the buying process, the FAQ page will reassure them that you are willing to help them with any issues (and that you’ve dealt with similar issues in the past). FAQs can also help counter common buyer objections and provide clarity around your products and services. For example, you might explain the reasons why one product or service costs substantially more than another, or why you usually won’t do certain projects. A well-designed FAQ page is a necessity for every business. Without one, you’re neglecting to provide your customers with the information they need to make the right decision. For more great tips on content, check out my interview with Eric Siu on the Marketing Speak podcast. Image: Unsplash

Comments

Robert says

May 20, 2021 at 12:30 pm

Having an FAQ page on your site shows customers you are invested in helping them find solutions, and that will go a long way toward creating a sense of trust for your brand. Providing comprehensive answers to common questions also demonstrates thought leadership and authority within your industry, which makes your site visitors more confident about doing business with your company.