Your website has a secret weapon. It’s a weapon that if used correctly, could alleviate purchase concerns and build trust, and if used incorrectly will make customers feel like you don’t care about supporting them. Of course, I’m talking about the FAQ page.
Creating a practical, functional FAQ or resources page doesn’t have to be hard. In fact, it really benefits from the old high school adage; K.I.S.S. Keep it simple stupid. So here are my tips for a stellar FAQ or resources page.
Identify frequently asked questions
You can find these in lots of different places; your emails, DM’s on social media, comments on social media posts, reviews on your business and any number of other places I haven’t thought of. Spend some time collating the questions you get asked the most, and make sure they are included. You probably don’t even need to write the answer, since you’ve probably already answered it a million times.
Identify things you want people to know
This might not be something people ask all the time, but would ease the burden on you and your business. Maybe you don’t answer any emails on the weekends or after five because you’re with your family. Maybe shipping inquiries should have the subject line “Shipping” so you can see it quickly in the sea of emails.
Sometimes people don’t even know the question they’re trying to ask, and so trying to predict some stumbling blocks they might encounter, and proactively prevent them, goes a long way to building trust.
Write concise answers and link to additional resources
Now is not the time to waffle on; information in your FAQ page should be straightforward and to the point. In addition; see you can respond to the question using positive language. One of the goals of an FAQ page is to alleviate concerns, so a positive response will go a long way.
When a question requires a more in-depth answer, consider including a link in your FAQ page to a place where you go into it in more detail. This could be a blog post, a video, a podcast or an infographic.
Organise it by category
Rather than scrolling through a full list of all the different questions people might have, make sure you group questions by category, and clearly define them to make them easier to see.
Make it scannable
This is linked the above point, out of every page on your website this is the page that people are most likely going to scan through, trying to find the answer. Make each question visible, either through bolding or by making it a heading. It’s also important to word questions in the language your customers use. This is not the place for internal jargon, because it will make it much harder for people to find the answer.
Keep the design clean
Now is not the time to unleash your (or your web designer’s) design skills. You want to make the FAQ page a serene example of minimalist design (making sure it stays on brand of course).
Make it searchable
if you have more than a handful of questions, it should include a search function to make it easier for people to locate the answer they’re looking for.
Make it easy to find
Make it prominent on your website (not just hiding in the footer). Put it in your main navigation, and link it in your contact pages, shop pages and anywhere else it makes sense for customers to be asking questions.
Provide the option to get in touch
No FAQ page is going to be 100% comprehensive, so make sure you include how customers can reach out to you directly if the FAQ page didn’t answer your question. There is nothing worse than scrolling through an FAQ page, not finding your answer, and having no clue how you’re meant to ask your question (an experience I recently had with a large streaming company who shall remain nameless).
Keep it updated
In order to build trust with your customers, and make them feel like the information you’re giving them is 100% accurate, you need to keep your FAQ page up to date. It won’t help to build trust if you talk about your company being based out of London, when customers know you moved to Brighton a year ago. It’s also helpful to remove questions for products you no longer sell, and add questions for new products as you list them.
And lastly, here are some of my favourite FAQ pages out there on the web: