Are you sitting there thinking that what makes a good effective website is having a sleek, responsive design with the latest colour palette? Sure that counts, but what use is all that eye candy if your customers are lost and can’t find what they’re looking for in a sea of product pages.
Good website design also involves great customer service. When people need information about your products and services, it’s not enough for you to just have a contact form users *could* fill out. Sometimes having readily available information makes for an amazing browsing experience. The facts are users tend to purchase more after an excellent customer service experience. And on that note, onto FAQ pages!
What is a FAQ page?
FAQ stands for “Frequently Asked Questions.” A FAQ page should cover the basics about your product and services which may include specific questions about pricing and billing, shipping and delivery, refunds and returns, and a whole host of other things concerning your business.
Most FAQs come from repeat questions via your customer service forms and emails. Maybe you’ve noticed in a week how a number of people are inquiring about how many shipping days it may take to receive a product. Instead of replying doing repetitive rounds answering the same questions, having a FAQ page takes care of that. You can just redirect customer inquiries to your FAQ page, or better yet answer their questions at the time they are consider buying (through the FAQ page) so they can get on with purchasing and not waiting for your business to open or going to a competitor to buy. More free time you can use to focus on other important things in your business.
Generate a Customer-Responsive FAQ Page
There is both a science and an art to writing a useful FAQ page. Many sites out there put effort into making their FAQ page design as welcoming as possible, and for a good reason, FAQs are made for the curious customer, the ones that are ready to make a purchase.
A FAQ benefits both the business owner and the customer. For business owners, it saves your staff from answering hundreds of emails, and for customers, it makes it easier for them to find the answers they need.
So here are some tips to consider when writing your site’s FAQ page:
Write It Well
The writing tone should reflect your attitude towards your customers. Imagine if they walked through the door, how would you greet and assist them? The FAQ page works the same way. The tone your customer expects should be reflected in your FAQ.
When writing your FAQ page, the text should be straightforward, less verbose, but overall engaging in tone. Do away with flowery and over-the-top sentences, but make sure you don’t come off like a robot. Most customers respond well to content that’s neutral, welcoming, and friendly.
Put in a Visible Search Bar
Having a search bar exclusive for your FAQ page is very handy. When your FAQ page starts having a life of its own, this is true for large business or e-commerce sites, amassing pages of questions in its run, a search bar will be helpful for users. This can help them find answers quickly without scrolling through the whole FAQ tab.
Add Links and Landing Pages
Some business owners view the FAQ page as a marketing opportunity to push sales and conversions. You can add links directly to your product or services.
You can create dedicated landing pages for products with high queries. You can also use a landing page to highlight specific questions and lead them to a solution followed by a call to subscription or purchase.
A chatbot on an FAQ page is nothing new. However, some may find it quite trendy and a conversational tool to engage customers. Though automated, the chatbot can give an immediate response to the user and even do the search query for them like redirecting customers to the part of the FAQ that’s most useful for them to browse. Be warned, you need a high volume of FAQs and content for it to search for it not to be a distraction.
Categorise the Questions
Always group questions according to a specific type. After collecting all the common questions from your customer support department, inbox or staff, you can start categorising all these questions. Though the sorting category is still up to you, a good place to start would be by order of importance, prioritise the most popular questions first. Followed by essential categories based on the services and products you provide like returns, shipping, and payment issues. By organising your FAQ page this way, you are increasing its efficiency in resolving customer queries.
Remember to Update
This is such an unforgivable sin for a lot of e-commerce sites. You’d find a lot of websites with FAQ pages offering outdated wares and shipping prices that go as far back as 2010.
An FAQ page should always be updated, always consider the market and price changes for the year plus updates to your inventory. What people wanted to know when you put your site live are likely not the questions that they aren’t asking now.
Keep tabs on new and infrequent unresolved questions in your customer support services. Chances are, you’ll find a lot of feedback about your services which can help bolster your FAQ page performance by adding in these new queries.
The information above serves only as a peek into the metrics for SEO success. In reality, there are dozens of factors that act as Key Performance Indicators (KPIs) for your website. However, it is important to know the basics of SEO especially if looking for the right SEO services agency in Whangarei, Auckland or New Zealand.
If managing the day-to-day operations of your business already takes up most of your time- do you think you still have time to be hands-on with the SEO side of your website? To learn the digital nuts and bolts of ever-changing algorithms and ranking methods, and also to consistently keep tabs on your metrics.
An FAQ page is crucial to any website, and it does the good work of communicating in-depth answers about your company, giving customers access to valuable information any time of the day.
If you need help building a comprehensive FAQ page for your e-commerce or local business in Whangarei, do give us a call or visit 1768degrees.com for a quick consult. We can optimise a functional FAQ page for you that cover the scope of your products and services.