Have you thought about your Frequently Asked Questions lately? This page is generally considered a static part of the administrative section of a website, something that was set up when the site was created and left on its own thereafter. But it’s time to look at your FAQ page as a dynamic, changing facet of your site that can play a key role not only in helping satisfy potential customers, but also improving your Search Engine Optimization (SEO).
Use FAQs for SEO.
Think about it. What is a search engine query but a question—asked in keywords. By using your FAQ page as a repository for valuable long-tail keywords , you are increasing the potential traffic to your site. This requires you to, as always, think hard about what your customers are looking for—and how they’re looking for it. Make sure your product names and services are incorporated into the FAQs and construct your questions with an eye to visitors’ search habits.
Use FAQs as customer outreach.
Think of your FAQ page as the virtual equivalent of a knowledgeable, attentive and enthusiastic salesperson, and develop your questions accordingly. Never lose sight of the need for your site to make the customer feel appreciated, and to feel confident in the quality of your product and the legitimacy of your business.
You may have a stockpile of real questions customers have asked you about your product. Answer these in your FAQs and your future customers have spent less time and effort querying and researching. The less trouble a customer has to take, the less likely they will lose interest and move onto something without all the hassle.
Create your own FAQs that anticipate a customer’s confusion and concerns. Make sure your self-constructed FAQs sound realistic, and write them in a voice a typical customer would use.
And remember, the more a customer’s questions and concerns are answered on the FAQ page, the less phone and e-mail queries you’ll get!
Use FAQs to sell your product.
Your sales pitch doesn’t have to be confined to the sales copy. Like I said, your FAQ page is your “virtual salesperson,” and can play the role as an enthusiastic cheerleader for your product. Every customer has reservations before buying, so anticipate these potential stumbling blocks and help chip through the customer’s wall of doubt and uncertainty. Use your FAQs to reduce your customer’s need or desire to comparison shop elsewhere.
One last thing: keep updating your FAQs as customer feedback increases and you learn more about their issues. Remember, the FAQ page needs to be dynamic and adaptable to your changing and growing customer base.