How to Create a Powerful FAQ Page for Your Small Business Website

A good FAQ page can help boost conversions and even bring more traffic to your website.
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Include a search function on your FAQ page so that you can track queries and make sure you answer all the questions that your customers are asking. (Photo: nelzajamal/Shutterstock)

Why bother with a frequently asked questions (FAQ) page on your small business website? The answer is easy: It can free up staff from answering questions by phone, increase your site’s search rankings and perhaps give potential online customers the confidence they need to complete a purchase.

Related: 3 Ways to Use Consumer Psychology to Boost E-Commerce Sales

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“Providing FAQs shows website visitors that you’ve taken the time to make it easier for them to learn about what you do and how your products or services will benefit them.” -Matt Smith (Photo: Matt Smith)

“Providing FAQs shows website visitors that you’ve taken the time to make it easier for them to learn about what you do and how your products or services will benefit them,” said Matt Smith, CEO of web design and marketing firm Modmacro. “It also gives you the opportunity to share answers to important questions before customers realize they need to know it. This can create a great first impression.”

Consumers today are looking for more transparency from brands, said Jason Parks, founder and CEO of digital marketing agency The Media Captain. Including a FAQ page on your website is a great way to provide transparency about your processes and policies.

Follow these tips to create a powerful FAQ page.

Provide the information people want

The primary purpose of a FAQ page is to provide helpful information that will hopefully lead customers to complete a sale. Think through what kinds of information will be most useful to a user visiting your website.

According to Parks, the best way to do this is to “reverse engineer the customer experience so you can better understand what questions might come up.”

Also consider the questions you get in the store or by phone from actual customers. Those are the ones you should answer first.

Smith said, “I always recommend starting with the most common questions that customers ask. If there’s a question you get every day, that’s a perfect candidate for a well-developed FAQ.”

Put your most commonly asked questions at the top of the list, said Parks.

A customer survey can help you unearth topics your customers want more information on.

Make it searchable

Your FAQ page should include a search function, said Parks.

“Even if it’s not the most popular question, if somebody’s looking for an answer they shouldn’t have to scroll down for pages to find it. Good search functionality within the site that would allow for somebody to find the answer quickly.”

A search function also allows you to track search queries, which may reveal questions users want answered that aren’t yet on your FAQ.

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Make your FAQ sections expandable in order to be able to include all information without overcrowding the page, suggests Chelsey Moter, digital analyst for SEO Works. (Photo: Chelsey Moter)

Keep it organized

If you have a lot of FAQs, organize them into groups with clear headings, suggested Chelsey Moter, digital analyst for search optimization consultancy SEO Works. Headings might be things like “Shipping” and “Returns.” Make the sections expandable and collapsible to include a lot of information without overcrowding the page.

Consider multimedia answers

“Instead of providing purely text-based answers, why not include illustrations to explain technical details and videos to create a friendlier presentation?” suggested Smith.

Videos can help humanize your business. “In addition to being more informative, videos also make it much easier for users to consume the information,” said Smith.

Related: Why Video Should be Part of Your Online Marketing Strategy

Revise regularly

“The answers you’ve published will likely change over time as the company evolves and as industry standards change,” said Smith. Don’t hesitate to add new questions and answers to the list as your company grows. Make sure all the information on your FAQ is accurate and up-to-date so there’s no confusion for the customer.

For some topics that require updates, sites may benefit in search by keeping content fresh.

Include a call to action

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Make sure to include a call to action on your FAQ page, says Jason Parks, founder and CEO of The Media Captain. (Photo: Jason Parks)

Use your answers to drive conversions and sales by adding in a call to action (CTA) where relevant, said Parks.

If there’s an FAQ about your newsletter, a relevant CTA would be “Subscribe Now.” If your site provides free shipping for orders over $50, a CTA could push the user toward a limited-time offer for free shipping on their next order, even if it’s below the $50 mark.

If your business makes custom jewelry, a CTA in an answer about the jewelry designs could be “Talk to one of our jewelry designers now.”

Use SEO best practices

A well optimized FAQ page can even bring in incremental traffic by exposing your site to new customers in search. Here are some SEO best practices to follow.

First, try to frame questions the way a user would naturally type them.

Second, include keywords you want to rank for in your answers. To use the custom jewelry example again, an answer to a question about where the jewelry designs come from should probably include “the custom jewelry designs” and not just “the designs.”

Don’t stint on your answers. Including more content on the page might help with its search results rankings. And don’t hesitate to link in your answers to other parts of your website, said Moter. Also include links on other website pages back to your FAQ page.

A good FAQ page can establish your expertise, wow your customers, inform them beyond their expectations and most important, inspire them to buy.

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