How a FAQ page streamlines a consumer’s experience

Nikita Tilsley October 3rd 2022 - 3 minute read

Every website should have a frequently asked question page. They’re a corner stone of customer service. Did you know that 69% of consumers like to figure out issues on their own before seeking help from a customer service advisors?

So, what makes a good FAQ page, and how can it help improve your customers experience?

What should you feature in your FAQ?

Your FAQ page should feature all the questions that your customers have already asked you. From shipping queries, returns, how to guides, anything really that’s related to your product or business. Shopify have a great blog on the subject.

Top topics to cover can include:

  • Shipping
  • Order issues
  • Return Policies
  • Changing your order
  • Product breakdowns and how to use guides

Each subject can then be broken down into more specific questions like; how do I return a faulty item? Or how does this product compare to others on the market?

Don’t forget your FAQ page is never complete, it’s always changing and evolving based off feedback from your customers.

Highlight your brand’s personality

Arguably your business brand should showcase its personality well enough that your consumers already know what kind of business you run.

That being said, a FAQ page can be a great place to really embrace your company’s tone of voice and style. A question page is often the first place your customers feel like they are being spoken to directly and that’s because you’re trying to solve a problem for them. Make sure your copy is clear and to the point, whilst also emulating your brand’s personality.

Saving time and money

Like we mentioned above, FAQ pages save both you and your customer’s time. Consumers like to be self-sufficient where they can, and a well organised, streamlined website can facilitate this.

We all know the saying time is money. As simple as it sounds a well thought-out FAQ page also saves you money. If you’re not chasing up a customer’s query then, you can focus your energy on another part of the business.

Improve your site’s SEO ranking

SEO seems to be the be all and end all of product marketing and to be honest, that’s not far off. SEO helps improve your ranking within a search engine, meaning if it’s done right, you can out rank your competitors.

However, it can be difficult to naturally incorporate SEO into you copy at times. This is where the FAQ page comes in.

Keywords, keywords everywhere! Okay, maybe not everywhere, but you can make up for your SEO deficit quite well in a FAQ page. You have the opportunity to string keywords together in sentences, which can really boost SEO.

Build trust in your business

No business is perfect, you’re going to experience issues, whether you’re just starting out, or your business has been up and running for ages.

Having an FAQ page helps to build trust because your customers know that you’ve thought about issues they might face and are willing to help them through it. It’s a gesture of good will.

Where to feature your FAQ Page

Sadly, there’s no one right answer for this one. It all depends on your preference, your business strategy and what makes sense to you.

If great customer service is one of your businesses selling points, then you’ll want it to be obvious. This would be a great time to utilise a ‘help desk’. A feature that pops up on the side of your page to help customers with any questions they might have.

If you’re a bit more laid back about customer service, then you’ll probably want the FAQ page to feature on your menu’s navigation bar. The page will still be easy to find, but not as prominent, which will help increase your customers sense of independence.

Putting your FAQ page in a footer is more subtle and doesn’t take up much space, which is nice if you feel your page will have pretty standard replies, or your business doesn’t get many queries.

At this point, it’s almost mandatory that a business has a FAQ page, as it improves interaction and customer experience. Every FAQ page should be unique as each business to cater to their customers different needs.

Just remember, when you start building your FAQ page, put customer feedback at the heart of your questions. When you’ve done that, focus on your page’s tone of voice, which to ensure you have truly unique FAQ page which stands out and provides value to your customers.

Written by
Nikita Tilsley

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