When it comes to increasing the effectiveness of your website, a smartly-designed Frequently Asked Questions (FAQ) page can spell the difference between interest and conversion. Customers and potential customers have lots of questions, and a comprehensive, accessible FAQ page can provide the answers without having to resort to time-intensive one-by-one interactions. But of course, creating a successful FAQ page requires more than simply compiling a list of questions and responses.
Here are some best practices for designing an FAQ page that effectively captures your website’s traffic and converts it into satisfied customers.
1. Keep it Simple
In addition to easy readability and navigation, a successful FAQ page should feature simple and straightforward questions and answers. If the content is concise and direct, it will be easier for your customers to find the answers without having to dig through a great deal of information. Keep language and explanation clear; if the answer to a question could be answered with a simple “yes” or “no,” then avoid an elaboration or explanation.
2. Keep it Organized
As your business grows, so too will the number of questions that apply to your product or service. It is essential that your FAQ page be organized and allow for easy and effective search so that all readers can quickly find their answers. Consider organizing by category, such as your product, payment, account, orders, delivery, returns and more. Additionally, consider creating a search bar so that users can browse for specific information.
3. Use Customer Language
Your FAQ page should be written in the language of your customers. Use their phrasing and terms to make it as clear as possible. When you describe issues or problems, use the same words they use and not industry jargon. This will make your FAQ page feel friendlier to its audience and help them find their answers more quickly.
4. Ensure Regular Updates
An often-overlooked best practice for FAQ pages is ensuring that the content is updated regularly. As your product or service evolves, so too will the questions and needs of customers. Additionally, it is important to regularly review the data collected from your customer service teams, emails and chats to gain an understanding of common questions or issues that aren’t currently addressed on the FAQ page. Regular updates will show customers that you are listening and taking their feedback into consideration.
5. Consider an FAQ Chatbot
An interactive chatbot FAQ can be an easy and cost-effective way to help your customers find their answers quickly. Chatbots are available 24/7 and can be used to direct users to a page, answer common questions with pre-programmed responses, provide personalized recommendations, and more. This can greatly reduce customer service time as the chatbot provides a quick and direct answer to their question.
6. Make it Visually Appealing
No one wants to read a boring FAQ page. Make sure the layout and text on the page is visually appealing and engaging. Use a combination of images, headings, bullet points and other relevant and helpful visual elements. This will make your FAQ page much more readable and will help to keep users on the page longer.
7. Provide Links to Additional Help
At the bottom of your FAQ page, consider providing additional resources or links that can help your customers find the information they’re looking for. This could include links to your customer service chat or email, a link to technical documentation or user manuals, or a link to your contact page.
8. Test Frequently
When designing your FAQ page, make sure to test its effectiveness by performing frequent A/B tests to determine what aspects of the page are the most engaging and easiest for customers to use. This can help you refine and improve your FAQ page to better serve your customers.
By keeping these best practices in mind and regularly updating your FAQ page, you can ensure that it effectively meets the needs of your customers. A well-designed FAQ page can help to build trust with your customers and convert more website traffic into satisfied customers.