A website has about ten seconds to impress guests. Users looking for information want quick answers, and if they don’t find them, they move on. How can businesses keep potential customers on their site long enough to make an impact? By putting the most sought-after answers at their fingertips on an FAQ page. It’s a proven strategy with four clear benefits for both businesses and customers.
It inspires confidence
No one wants to hear a sales pitch before knowing there’s a good chance a business can meet their needs. An FAQ page conveys a genuine interest in helping clients with their issues regardless of profitability, and it establishes a company as an expert in its field.
It saves time
Smart businesses put the information clients want most on their website, but over dozens of pages, answers can be hard to find. A prominent FAQ page puts the most common questions and answers in one place. Potential clients get the answers they need, and customer service agents can spend more time making sales instead of answering simple questions. It’s a win-win.
It boosts SEO
Businesses invest a lot in SEO, knowing it improves their online rankings, but why relegate critical keywords to obscure blog entries or product description pages that a potential client may not see when long tail keywords are a perfect fit for an FAQ page?
Use the questions clients ask search engines the most, and then format replies with similar keywords. It’s a double whammy that doesn’t look out of place or contrived.
It improves conversions
A thoughtfully created FAQ page improves conversions by making it as simple as possible for potential clients to take the next step. Each question should include at least one link that directs readers to the next logical page on the website. A bank, for example, should link questions about home loans to their mortgage product page. Questions about car loans could be linked to product pages, a blog post about choosing an automobile or even a list of cars the bank may have for sale.
FAQ pages are more than afterthoughts. They’re powerful tools that influence customer behavior, and they belong on every business website.
Photo by Lee Campbell on Unsplash.