Have I been here before? If you’re asking yourself this question, you may be experiencing a phenomenon called déjà vu. This eerie feeling of having been somewhere or experienced something before when it should be new to you may have a scientific explanation. It’s (probably) not a flashback to a past life! But if you’re asking yourself this in a customer service setting, you might be experiencing a different phenomenon: frequently asked questions. Fortunately, there’s a great way to resolve this feeling. You need an FAQ page!
Why Is an FAQ Page Important?
If you feel like you’ve answered the same question dozens of times, it may be time for a different approach.
When customers can easily find information on your site, they’re more likely to do business with you. If they can’t, they may turn to one of your competitors! Additionally, making information freely available to address your customers’ concerns is a great way to build brand trust.
An FAQ page also makes your staff’s job easier. Rather than continuing to give customers the same directions and information over and over again, relieve some of the burden on your customer support team with easy-to-find answers to all of these questions. You’ll speed up your customer support time and make it easier for your staff to focus on unique cases that require their attention.
But this doesn’t just help your customers and staff; it boosts your SEO, too! When your customers can easily find information, so can Google’s search engine crawlers. That means your site can rank higher on the SERP. An FAQ page also presents an opportunity for building a strong link structure between your pages.
Do you need to create a new FAQ page for your website or give an existing one a facelift? TBH, you’re in the right place! Here are some DIY tips to create an FAQ page that boosts your SEO.
What are your customers asking?
The first step to creating an effective FAQ page might seem obvious: determine what questions are being asked frequently.
However, you can’t simply guess. Don’t just answer the questions you would think your customers are asking or you may end up with a page that doesn’t actually address any of their real concerns. Instead, start by doing some research!
Your best resource for creating an FAQ list is your own staff. Ask them what customer concerns come up frequently and what questions they find themselves answering repeatedly. They’ll likely have a good handle on what customers are confused about. Support emails and customer service call records can be another great source for determining what content should be on your FAQ page.
Use keyword research methods to help you find questions, too. Try using Google Suggest (or its equivalent in other search engines) by typing your brand’s name into the search bar to see what suggestions come up. Experiment with this further by entering other words associated with your company. You may also find Google’s “People Also Ask” SERP boxes helpful in this regard.
If you’re still having trouble finding questions, check out this tool from Text Optimizer. Just enter your brand name and it will generate a list of questions that you may be able to use on your FAQ page.
How should you answer?
Now that you know what customers are asking, what should you do with that information? Answer their questions, of course! But once again, there’s more to it than that.
To make useful answers, you need to be clear, concise, and to the point. Your answers should be thorough and factual, of course, but you should also avoid going off on any tangents. Try to use as few words as possible while still answering the question as clearly and fully as possible.
Once again, your staff can be a great help here. Find out how they’ve learned to best answer questions they’re asked repeatedly. You may find they have helpful insight into creating an effective FAQ page.
If you have too much say to fit into a single answer, try creating a separate article or even a video that more fully explains your answer. This is also a great way to create more content!
How do you set up an FAQ page?
You’ve answered your customers’ questions. Now you need to make these questions easy to navigate. Just like the rest of your website, the FAQ page needs to be clearly navigable and easy to understand. Simple navigation won’t just help your customers – if you or your staff need to refer to it as you support customers, it’ll benefit you too.
One approach is to use collapsible windows under each question. This cleans up the page and allows customers to skim the page until they see their particular question rather than parsing through all the text on the page. Be aware that when it comes to SEO, some people believe that hiding content behind a click, like a collapsible window, makes that content less valuable.
You might also list each question at the top of the page as a table of contents, linking each question to it’s answer further down the page. If you have a lot of questions that necessitate long answers, you can also create individual pages for each answer that are connected to this FAQ table of contents.
A search function can also help customers find answers quickly, especially when you have a lot of content on your FAQ page; try placing one at the top of the page where it’s easy to find and use.
How do FAQs boost SEO?
As Google’s search algorithms get smarter, it understands more and more of what people are searching for. That means when it’s crawlers are indexing your website, they’re looking for the same information as your customers – information that can probably be found on your FAQ page.
The questions your customers ask often most likely cover information that’s important to your brand. Boost your search visibility even further by keeping some of your brand’s most-searched keywords in mind as you write your answers.
You’ll also want to link to relevant pages in each answer. If a question deals with your return policy, a link to a page dealing with returns probably makes sense. You can also link from pages to your FAQ – try incorporating anchor links to take customers right to the appropriate question.
And of course, you’ll need to make it easy to get to your FAQ page in the first place. Make it easy to find by linking to it prominently. Consider making it a part of your header menu.
The FAQ page can be an essential part of any brand’s customer service and SEO strategy… when it’s implemented correctly! Great FAQs address the needs of your customers clearly and concisely, improving your customer support efforts in the process. They’re also easy to find and navigate. So if you constantly find yourself in a state of customer service déjà vu, it may be time to start answering some FAQs!