A website is a great way to distribute information about your business to the public, but when it comes to modes of communication, it can feel impersonal when it is nothing but listed facts and flat statements. A Frequently Asked Questions page can both relay information, as well as provide something that functions more similarly to a conversation.
A FAQ page adds a lot of value on a website meant to entice and inform consumers by taking the information they were already looking for, and placing it all into one, easy to navigate, Q&A. But putting the page together is not as simple as slapping down generic sounding inquires, followed by responses that read like a marketing pamphlet.
A few key points to remember in order to produce a FAQ page that communicates with your customer the way you want it to are: answer the right questions, don’t make assumptions, and make it easy to read.
Answer the Right Questions
As tempting as it may be to use this space to make your business sound even more amazing, the real point of a FAQ page is to provide customers easy access to the answers they are looking for. In doing so, you’ll be making your customers feel satisfied and informed, and you will get a better result than if you had used the page just as a promotional tool.
Try to compile a list of questions that you genuinely feel addresses things you have not previously discussed, or questions that you have had patrons ask you several times in the past. Keep the most important questions towards the top to make them not too hard to spot, and after each question, consider if it would possibly naturally lead into a follow up question.
Don’t Make Assumptions
It is imperative that while coming up with questions, and the answers to those questions, that you keep in mind that you know nothing about the reader behind the computer screen. For this reason, you can not know how little or how much they know about the product or services already. You also do not know where they are in their decision making process. Both of these things should be considered when putting the page together. Write as if the person reading knows nothing and has just started looking into the matter.
On the same note, although the language on the page can be a little more informal than the rest of the site, try to avoid confusion by leaving out acronyms, abbreviations, and any kind of industry speak. Since, once again, you have no idea what the person reading it does, or does not, know.
Make it Easy to Read
If they aren’t finding the answers that they need, it won’t take long for you to lose your customer’s interest. This is suppose to be a tool you are using to make finding information quicker for your visitor.
Plain and simple, above all else, this requires organization. As stated earlier, keep the most important questions towards the top. Also group questions into clearly marked categories. To make information even easier to spot, make it effortless to skim. This can be done by bolding certain words, breaking information within answers down even further into paragraphs, and making sure category titles stand out.
Kent Allen is the founder of FaqTacular, which assists companies and businesses with the online management of their customer’s frequently asked questions.