At first glance, a frequently asked questions (FAQ) web page might not seem like anything special. It may pale in comparison to your flashier service or product pages. But what FAQ pages lack in glamour, they make up for in value.
Although you might know your industry inside and out, a potential customer likely does not. A well-structured and easily accessible FAQ page can help you communicate product instructions, clarify complex processes, dispel myths and much more. In addition to supporting customer service in this manner, FAQs can play a role in lead nurturing, SEO and social media, among other tried-and-true marketing tactics.
Some business’ FAQ pages are buried on their site, only found through a maze of links – and how is that helping anyone? FAQs should provide seamless support on your site, for both customers and employees. Other pages on your site, like blogs or an about page, might drive traffic to the FAQ page for more in-depth information.
With the right approach, this page can become your business’ reliable workhorse.
FAQs Serve as a Customer Service Tool
Are your customer service teams answering the same questions, over and over again? What if you could reduce this call, email and DM volume? A strategically placed FAQ page can simplify complex processes or offer instructions for product use while also cross promoting complementary products or services. They can free up your customer service reps for other pressing responsibilities (or more complex customer inquiries), saving your business time and money. When building or enhancing an FAQ page, invite feedback from various departments that may bring up different pain points to address. It’s a win-win: FAQ pages make both your customers’ and your employees’ lives a little easier.
FAQs Support Your SEO Strategy
FAQ pages can also please the Google overlords with search engine-optimized copy. Well-written, informative FAQ page content that includes common search terms can help people find you online. Moreover, Google reports 20% of searches are now by voice. FAQ pages are a good way to answer these increasingly common on-the-go voice searches, such as “Where is Apple located?” Keep in mind: Human readers still matter more than bots. So, keep the writing engaging, understandable and don’t fall for ineffective tactics like keyword stuffing.
FAQs Help Sell Your Product or Services
Think about your target customer. Now, imagine what might be preventing them from purchasing your product or partnering with your business. Perhaps it’s because they don’t fully understand the benefits of your product, service or industry. Maybe they need to know how to implement your product in their everyday lives. A thoughtful FAQ page can address these issues — and might be the nudge potential customers in need.
FAQs May Spark Ideas for Other Content
Your FAQ page can be a wellspring of inspiration for content marketing and PR opportunities to support a wide variety of business goals. Use it to spark ideas for blogs, educational videos, media pitches, social media campaigns and more.
FAQs Can Reinforce Your Industry Expertise
Beyond highlighting technical information, an FAQ page is a good place to re-emphasize your expertise. You might answer questions related to your industry or product that may not be easily found on competitor websites. Furthermore, your FAQs can help communicate your company culture, mission, corporate social responsibility initiatives or other differentiators — reiterating key message points found throughout other pages on your site.
FAQ pages — like the rest of your website — shouldn’t be stagnant. Rather, they should evolve with your business, offering updated content according to changing goals, new products or services and your customers’ always-shifting needs. Encouraging interdepartmental communication and proactive feedback from a variety of sources ensures your FAQ page stays up to date.
With talented writers and marketing strategists, Aker Ink is the ideal partner for crafting, enhancing and maintaining your site’s FAQ page. We can make sure it’s quickly accessible, logically structured and your audience and your business get the most value from this resource.