Content Marketing / Lead Generation

Benefits of a Well-Structured FAQ Page: Tips and Best Practices

Author:  Debra Murphy


Reading Time: 5 minutes
FAQ Page Benefits and Best Practices

It’s no surprise that customers and visitors to your website have questions about your business, product or service that need to be answered. And we try to answer those questions through our blog posts and page content. But often the visitor needs a simpler way to find the answer they are looking for. A frequently asked questions or FAQ page is a place for visitors to easily find answers to their questions in one place.

Benefits of adding an FAQ to your website

There are many benefits to having a well-crafted FAQ page or section of your website that answers specific questions about your product or business. It can:

  • Establish trust and expert reputation. Show the customer that you understand the challenges they face and how you can help. Demonstrate product expertise and strengthen your expert reputation.
  • Provide a better user experience. Make it easy to find the answers they need to make a purchase decision.
  • Improve customer service. Provide quick answers to common questions that you know most visitors have.
  • Save you time and money. Eliminate or reduce the number of repetitive calls and emails to your support staff.
  • Enhance your visibility in search engines. Having a well-structured FAQ page can help your website gain more visibility even though Google is no longer regularly showing FAQ rich results. Concise answers to questions may get a featured snippet.
  • Improve the user experience. Make it easy to find what they are looking for rather than search the site.
  • Convert visitors into customers. A quality FAQ makes it easy for visitors to find what they need, which reflects on whether it will be easy to do business with you.

If someone is reading the FAQs on your website, they are most likely evaluating your company’s products and services. Make sure you help their decision process by giving them clear answers and additional in-depth, easy to find content.

Where to put the FAQ page or section

It is important to put the FAQ section prominently on your website where it makes the most sense. Make it visible where it matters most: i.e. when they are considering a purchase or when they need support.

  • Put customer service questions in your support section. You might also consider creating a support center and knowledge base for visitors to check first before submitting their question online.
  • Group product questions and include the FAQ directly in the specific product pages to make them easy to be found.
  • Add a section at the end of a blog post with questions and answers that extend the information in the post.
  • Link service questions FAQ directly in your main website navigation.

The FAQ page should not be an afterthought, nor should it be a solution to a poorly designed website. If you are redesigning your website, consider your FAQ as part of the overall design.

How to structure the FAQ section

There are several ways to structure your FAQ section depending on the types of questions you need to answer.

If your questions cover a single topic, create a single, powerful FAQ web page that is optimized for visibility. Use expanding text to make it easy to find the question and see the resulting answer.

If you have several FAQ pages that cover various topics, products or services, create a FAQ section on your website. This has several benefits:

  • Group questions within themes or services areas to help your visitors find the relevant answers to their challenges. This eliminates them having to scroll through non-relevant questions looking for what pertains to their situation.
  • Link each answer to a specific page or blog post that provides more information. This helps visitors learn more and search engines navigate and index your content for their relevant keywords. You can effectively use an FAQ on a topic to create a topic cluster.
  • Lower the chance of people clicking the back button quickly by organizing your questions and answers into specific pages to avoid a very long, boring web page.

Use the appropriate FAQ Schema on these pages. Although Google no longer shows FAQ results for most businesses, properly marked up FAQ pages may still land you a featured snippet which can help your site reach the right users.

If your site is built using the WordPress block editor, the Ultimate Blocks plugin is a free plugin that has a content toggle block that can add the FAQ Schema. GenerateBlocks Pro plugin also includes an accordion block that adds the FAQ schema as well.

Tips to Improve your FAQ Pages

  • Research what your customers really want to know. Organize those questions and answers logically, using multiple pages if needed. This will create a better user experience and search engine visibility.
  • Organize your FAQ around a particular topic. This makes it is easy for visitors to find the answers to what they are interested in. It can also help them scan the questions and immediately jump to the questions that are relevant to their concerns.
  • Order your questions logically and keep them up-to-date. Start with basic common questions and progress to more complex issues. Add new questions as they arise and update the answers to existing questions when necessary.
  • Add images and video to your FAQ page when appropriate. Sometimes visuals answer the question faster and more concisely than words.
  • Keep your answers simple. Avoid technical terms and jargon. Phrase the questions as your customer would ask them.
  • Link to more in-depth information. Direct the visitor to additional information in blog posts or other content pages. This helps those interested in getting more information to do so easily. It also helps search engines better index your website.
  • Support voice search queries more naturally. The longer, conversational style of voice queries are more easily handled in an FAQ. Use Google Search Console or other keyword research tools to find these search query questions.
  • Don’t be afraid to answer the tough questions. Transparency about your process, payments and terms of service is important to prospective customers. The more open you are with this information, the more the visitor will trust you.
  • Include a call to action. If the FAQ is about your products and services, add a final question about how they can get more information. Include links to where they can contact you.

Enhance your visitor’s experience with your brand

Visitors always have the need for an easy to navigate repository of answers to common questions. Make that experience pleasant while strengthening your reputation as a transparent and trustworthy business. Take advantage of the benefits of your FAQ page to build trust with visitors and customers and they will more likely move through your conversion funnel.

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