A FAQ page symbolizes an important part of the audience conversion funnel. Whoever visits this page has found the need from what you are selling and is almost ready to enter the buying process phase.
A FAQ page can show them the needed details to conclude their purchase decision – deciding whether they will have to buy or not.
But I have seen several site owners who underrate the significance of this specific landing page. I’ve actually seen many FAQ pages out there that sound more or less like an afterthought, but which are completely contrary to a very page that was specifically designed to increase conversions.
A FAQ page must be created for a specific purpose. It shouldn’t just be added to a website for the feeling of just adding it to appear there or just for using it to occupy a space.
While it is good that most sites should create FAQ pages, you could obviously be doing great harm to your own brand if the FAQ page created on your site isn’t as expected as to serve the intended purpose. So, instead of using the page to drive in more potential customers, yours could be luring them away from your site. Certainly, you wouldn’t want that.
And for bloggers who have neglected their FAQ pages, it’s high time they started making changes where possible. If you don’t yet have a FAQ page on your site, you may want to create one afresh.
No matter what your situation might be, you’ve landed on the right page. I’m going to show you right away how to resolve common issues with running a FAQ page on a site and how to leverage such a page to increase conversions and sales.
1. Ask the “Proper” Questions
I’ve landed on several FAQ pages that are awesomely designed even with the best of layouts and user experience. But to be candid, the questions seem awful.
As a matter of facts, so many websites have completely missed the road on the actual meaning of setting up a FAQ page. They don’t really know what questions should be included and which ones shouldn’t be included.
They included some really good information in the wrong place, some of which include information regarding “How many users do we have in our community”, Where does the community emanate from” and others.
Any question that relates to how or when the community was started should rather have been published on the About page of the site.
You’ll only succeed in getting most of your visitors confused by including worthless and irrelevant questions in your FAQ page.
So, visitors will definitely experience hard times finding the information they are looking for and you may seriously lose lots of conversions to the process.
You can search on Google for a couple of niche-related Frequently Asked Questions. Visit and learn more on how you can set up a FAQ page that leads to conversions and sales.
If you visit Twitter and check out their FAQ page, you’ll see how questions are structured for users who want to find out about posting tweets or blog owners who just want to leverage Twitter to build their websites, blogs, and forums.
Some of these questions include, “how to tweet”, “Tweet source labels”, “how to post a tweet via SMS”, and many more.
And all of these are awesome questions which site or blog owners would want to ask prior to leveraging the platform or buying Twitter Ads. You want your clients to feel so confident when they’re shopping around your site.
Ordering a product online could be so challenging. Clients do not get chances to shop on a variety of sizes, look around, and check out what looks awesome like they used to do in a physical store.
But Twitter cleared out all sorts of complexity users could potentially experience by adding the right questions on their Frequently Asked Questions page.
If you are not sure about the right questions to add to your FAQ page, simply consider what your clients are asking. Consider questions and remarks from:
- Client emails
- Social media messages and comments
- Submission forms
- Live chat sessions
- Support forums
- Phone support sections
Track these questions by keeping a database in respect of them and make sure you group identical ones. If several folks are asking identical questions, definitely it is included already on your FAQ page.
2. Ease the Navigation
Like other pages, your FAQ page must have no friction.
You may truly have awesome questions and answers on your FAQ page, yet this will fail once your visitors cannot find them easily.
Apply some recent shopping experience. When some visitors visit a physical store, all they could simply do is find some staff and ask certain questions regarding what they want to buy. Definitely, the staff may simply direct such visitors to some other sections of the store if the need arises. But at last, their questions are properly answered and they are given the best timely attention which may possibly lead to conversions.
Do not let your clients hunt around looking for answers to what they may want to ask or find out before deciding whether they’re going to buy or not. Ease your navigation to make it easy for any visitor to find what they are looking for on the go.
I’ve also seen some FAQ pages that are formatted as questions first, then answers immediately following, and so on like that through the very end of the page. If that is the format of your FAQ page, that will make some curious customers overlook what they might want to find answers to without knowing – making them think that you don’t have answers to such questions. And when they can’t get their questions answered, they believe their problems are not solved and, so, they would have to click away to look out for the same question elsewhere.
Another example of websites that ease things on their FAQ page is Microsoft. Some of their questions include software downloads for users and they are answered awesomely to encourage conversions.
If you carefully check through, you’ll find that they have two categories anyone can choose from.
So, visitors can alternatively narrow their search based on whether the questions they want to ask are based on Office or Windows. This way, any question based on Office will not bring Windows related questions because they’ll be irrelevant to Office-related questions that have to be shuffled through.
When a customer clicks on any of the available options, the menu will expand automatically, and users won’t have to be redirected to another page.
Checking through the questions on the Microsoft FAQ page, you’ll find that the format is superb in the sense that answers were not programmed directly below each question. If it had been done that way, it would have likely taken up 4-6 times the exact amount of space on the page.
The page layout would have been so challenging and users would have needed extra scrolling and additional text to be able to read down the page. But the technique and format used on Microsoft are clear and easy.
If your question would be related to something very particular like “how long would it take for the software to finish downloading?” you’ll just have to click on the appropriate question and the answer will open a little space directly below it.
If there’s no friction at all, visitors who have multiple questions will be able to navigate easily and find the appropriate answers to all they want to ask.
Here’s the right format in which an ideal FAQ page must be structured. Know that a visitor will definitely not convert when they can’t get answers to their questions on your page.
If you’re always in the act of checking out your FAQ page to rebrand and redesign the navigation such a way that it becomes optimized for better user experience, chances are most folks who visit will quickly find what they are looking for and that will definitely increase conversions.
3. Make Your Answers Simple and Concise
The length of answers provided is another usual mistake I’ve seen people make with their FAQ page setup. You need to keep everything simple and short.
Most importantly, your FAQ page must be as appealing to as many customers as possible and, so, must be fairly broad.
So, there will be no need for including extra-specific questions demanding for extra-deep answers.
But for most of the common questions that folks would ever ask, you must keep those answers simple, concise and clear. You may not have to give full explanations to all questions. Some details might be hidden or left out reasonably.
I’d rather prefer FAQ pages containing 40 questions with concise and simple answers to those containing 20 questions with very long and detailed answers. So, if you are having long paragraphs on your page, try breaking each question down into two or more.
These will bring about better user experience and will boost conversions.
You don’t have to make answers look like a short blog post or an essay for users to go through before they can find answers to what they are looking for.
If, for instance, a visitor has to read through a very long answer to the question they are having, this could potentially lead such a visitor to ask further questions regarding the details and length of that particular answer. And I know you wouldn’t want that to be experienced.
So, make frantic effort to make your write-up well-sharpened and just include what is most significant to the question you’re providing the answer to.
You can as well check out the PayPal’s Frequently Asked Questions page.
Checking out the very first question on the page, you’ll see – What is PayPal?
If for us to consider loads of questions, these should be found most with PayPal. This is because so many issues and problems are faced by PayPal users for which they want to ask questions and get their issues resolved.
As a matter of facts, PayPal could have used up more than 60 pages to answer common questions that millions of users from all walks of life are asking every day.
But not at all, they simply took it so simple. The whole of the questions is in three major sentences only.
If they had to go into details with users, what would be the essence or importance? It would only do nothing but confuse the previously-mentioned questions. Those answers are short, clear and simple and they, of course, still basically answer the rest of the questions anyone may want to ask.
4. Provide Additional Support
While the FAQ page should be structured mostly to help provide answers to visitors’ common questions, it may sometimes not be sufficient.
Some people will still have further questions to ask, no matter how good your questions sound, how simple and concise the answers are, or how user-friendly the structure is. That must be noted.
If it may warrant that you give additional support to make folks convert, then do not hesitate to give that to them. Try making the support section accessible to them.
It’s better to give this support directly on your site than luring them away to look for the support elsewhere, searching for answers that meet their needs before having to possibly return to your site.
Simply add a Live Chat window to your Frequently Asked Questions page and let users have direct chats with you. This will increase conversions.
Additionally, aside from integrating with a live chat window, some sites do have the phone support which makes it possible for customers to call within the operation hours asking further questions or finding out more about the product(s) they want to buy before clicking through the checkout page.
The phone support section may have the format below:
Can’t find an answer to what you’re looking for on our FAQ page? Not to worry! Just call our customer support or simply speak with any of our chat agents. This tactic should be integrated into the Frequently Asked Questions page if you really want to get as many conversions as you want. The additional effort will go the extra mile for you.
5. Optimize Your FAQ Page for SEO
When you’re creating a FAQ page that converts, you must keep in mind a whole picture of your site.
Most importantly, a Frequently Asked Questions page is structured with the ideology that some people will visit pages on your site, look for where to ask questions, and would want to use the navigation button that leads to your FAQ page. This might possibly be the scene in most cases.
You can as well create your FAQ page to receive organic traffic directly from Google.
So, you don’t always have to write brand-specific questions. For instance, let’s assume your site is offering domain registration service for businesses. Your FAQ page could include, what is TLD registration?
This might be just one of the very many products and services you are offering on your site. But it’s, of course, one of the likely questions your potential customers would want to ask or find answers to when they visit your page. Sometimes, your question could go viral in SERPs as there could be many prospective clients out there that might be searching for a related question online. This could drive in lots of traffic to your site and really turn into conversions.
A good tip to find SEO questions is to search through Google.
Search for a related product and find questions related to the one you’re trying to rank. Simply use the suggestions to get SEO-related questions for your own FAQ page.
You can as well boost your SEO by setting up some dedicated landing pages for your specific questions.
Though this may work against the previously talked-about user-experience, trying to redirect folks every time they want to access new questions, it will suffice your SEO requirements so far your sitemap and page architecture is fully optimized.
A Frequently Asked Questions (FAQ) page is a prominent resource for your site visitors. Any visitor who eventually lands on your FAQ page is likely to convert. Most times, providing the right answers to their questions is all they need to conclusively make a decision.
Focus alone on questions and answers that will add value to your website, dedicated landing pages, visitors and other prospective customers out there. Do not waste any time on valueless questions.
Prefer to include questions that have a lot to do with conversions. Also, keep in mind the user experience by making your design so flexible as well as crafting short and clear answers.
Do not forget to offer full support services for your clients and visitors who may still have additional questions not yet answered on your FAQ page. Go extra miles and make your FAQ pages fully-optimized for SEO.
If you simply follow the steps that I’ve explained in this little guide, you will easily have your FAQ pages turned into a conversion engine.