Marketing design
6
min read
A great FAQ page does more than answer questions; it builds trust, boosts SEO, and guides conversions. This article shares 10 practical tips to craft a killer FAQ page that’s helpful, clear, and gets results. If your current FAQ is an afterthought, it’s time for an upgrade.
If you're looking to create a convincing FAQ page that your customers will love and your support team will appreciate, we've got you covered. But before that, let's cover the basics:
What is an FAQ page? A Frequently Asked Questions page is a dedicated section on a website that provides concise and clear answers to common queries and concerns users may have about a product, service, or company. It serves as a self-service resource.
Now you might be wondering why FAQ is important.
A well-organized FAQ page is a handy solution for saving the time of your customer support team and addressing customer support tickets while boosting sales. How? An optimized and helpful FAQ page allows your website to rank better on Google, leading to more people seeing your page, leading to more potential clients, leading to… well, you got the idea.
When done correctly, a single FAQ page can resolve up to 50% of customer questions, taking pressure off your support team while keeping users informed and satisfied.
Additionally, 40% of customers prefer self-service over traditional support channels. That means your FAQ isn’t just helpful; it becomes an integral part of your customer service strategy and the experience most people want.
Beyond saving time and reducing tickets, a well-structured FAQ also helps:
As a customer-focused company, if you’re not investing in your FAQ, you’re missing a low-effort, high-impact opportunity to improve customer experience and conversion. An FAQ page can deliver real results. Here’s how.
Providing customers with an effective FAQ page is especially vital in the tech industry, where products and services are often hard to understand on the go. According to research, 70% of users go to self-help channels while trying to resolve an issue, but only 9% of them succeed.
So, how do you make a good FAQ page?
To create the best FAQ, follow proven best practices or use a FAQ page template to structure your content clearly, making it easy for users to find answers quickly.
Remember, while many FAQ pages provide quick answers, knowledge bases offer more comprehensive resources like articles and tutorials for in-depth support.
Here are some best practices for creating successful FAQ pages.
When you decide on any question on your FAQ page, avoid making assumptions about what customers want to know. Gather real user questions through feedback and support channels to ensure your FAQ page addresses actual pain points. (See what we did in the intro? We are not winging it, that's the questions people are actually googling that we're answering.)
Of course, there are cases when common sense is enough to cue you to some of the possible questions. For example, if you're running an e-commerce website, the common product related questions will definitely include shipping options, delivery time, prices, and where to find the contact page.
However, when it comes to less straightforward products, the best way to develop FAQs is to ask your customer support team what common questions they get. Alternatively, you can delve into support tickets yourself; it's a real treasure trove.
Remember, your view as a marketer who deeply understands the product and communicates with designers and developers differs starkly from how the users see it. What seems obvious and easy to you really might not appear like that to your users.
A well-structured and easy-to-navigate FAQ page is the backbone of a practical information resource, especially in the tech industry, where information can be complex. Whether we’re talking about newcomers exploring your product or experienced users troubleshooting issues, a clearly organized structure guides them to the information they need. By planning your FAQ structure with these user personas in mind, you can tailor their journey, ensuring they find relevant information quickly.
Grouping questions into categories such as "Getting Started," "Troubleshooting," or "Account Management" makes the FAQ page more organized, preventing users from feeling overwhelmed by a wall of text. It also allows users to navigate directly to the section that addresses their specific problem, saving time and effort. Providing a search function or search bar is also a good idea, as it's likely to speed up the research process significantly.
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A good idea here would be to structure the information as a step-by-step guide whenever possible, linking to your product pages or other resources. Alternatively, you can use bullet points or screenshots with markers pointing to or underlying the necessary elements.
Try to add all the necessary internal linking so the user can immediately access the pages they need.
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Regularly monitor the performance of your FAQ page using metrics such as website traffic, conversion rates, and customer feedback. It would be helpful to have an idea of how many users view your FAQ page and what paths they take from there through your website and other pages.
Customer tickets will help you understand whether the FAQ support works as intended. If your customer service team keeps getting questions you've covered in your FAQ, the desired answers are either hard to find or poorly explained.
This data provides valuable insights into user behavior and helps you improve things that aren’t working great. Moreover, you can ask your users about their experience directly. Getting feedback through customer surveys might shed some light on FAQ performance you might not get otherwise.
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Your main FAQ page has to be easily accessible in your website's navigation or footer. A prominent position helps users quickly locate information, reducing their effort and increasing satisfaction.
As you can see in our FAQ page examples, they are often tucked away into the support or help section on the website. This is a good practice as it allows users to access customer support without effort if they don't find what they are looking for.
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Incorporating good old SEO strategies is a good way to answer the question, "How do I optimize my FAQ page?" You can significantly improve the page's visibility on search engine results by selecting relevant keywords and phrases related to your product or service. This enhances the discoverability of your online FAQ content, attracting organic traffic from users actively seeking solutions to their queries. Utilize meta tags, concise descriptions, and headers with targeted keywords to optimize your FAQ page for search engine friendliness. Consider incorporating long-tail keywords that align with specific customer queries to enhance your search engine optimization (SEO) efforts.
An SEO-optimized FAQ page is a valuable asset, as many people use Google to find answers to their questions about specific products. FAQ pages save time and can also attract potential customers who are exploring your industry.
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Constant updates to your FAQ page are essential for maintaining its effectiveness. Whether it's changes in shipping costs, introducing new features, or updating account management procedures, timely revisions that provide up-to-date information, informed by user feedback, showcase your commitment to transparency and user satisfaction. Outdated information can confuse users, lead to frustration, and erode trust in your brand.
Even if you haven't made any significant changes in a while, encourage a feedback loop with your customer base to identify evolving needs and promptly update the FAQ accordingly.
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FAQ section design is just as important as its content (and sometimes even more).
An effective layout can make or break the usefulness of the FAQ section. The structure should be logical content-wise and have distinct headings, subheadings, and categories. You should maintain consistent formatting: for example, all of your subheadings should be created with the same font size.
Use bullet points, alignments, spacing, and white space consistently. A poorly organized, cluttered, or difficult-to-navigate FAQ page may frustrate site visitors and lead to dissatisfaction. An effective layout can enhance the user experience and encourage website visitors actually to use the page. That is why the FAQ page design is just as important as the questions and answers it contains.
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If you can use illustrations or icons to make your subsections more distinctive or highlight the specific answers, do it. Visuals catch the eye quicker than the wall of text and can significantly help guide the users' attention.
Responsive design ensures that your FAQ content adapts seamlessly to various screen sizes and provides an optimal viewing experience on desktops, laptops, tablets, and smartphones. This caters to the diverse preferences of your user base and addresses the growing trend of mobile browsing. Search engines also prioritize mobile-friendly websites, so a responsive design can positively impact your site's rankings.
Ensuring that your FAQ page aligns seamlessly with your overall branding is a strategic move that reinforces brand consistency and builds trust. When users skim through the FAQ section, they should experience a visual and tonal harmony that the rest of your business website delivers. Consistent color schemes, fonts, and imagery create a cohesive brand identity and make users believe they get the info from a reliable source. A unified visual language across all touchpoints fosters brand recognition and strengthens the overall impact of your customer support efforts.
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A comprehensive FAQ page can turn dissatisfied customers into your most loyal fans. To achieve that, you must ensure that your content is concise and on-point, and the page itself is designed to be easy to find and simple to navigate.
If you're having trouble designing your own FAQ page, consider hiring a marketing designer to help you. With a TodayMade subscription, you get access to highly skilled designers who understand your marketing needs and can craft the broad array of materials you might need in your work. Contact us today to bring your website, social media visuals, or email campaigns to new levels!
The best format for an FAQ page is collapsible or searchable sections, organized by topic or theme. This helps users quickly find what they’re looking for without having to scroll through a long list. Each question should be written in plain language, and answers should be concise, helpful, and free of jargon. Bonus points if your page includes internal links to more in-depth resources and related pages, such as blog posts, guides, or tutorials.
Common FAQ questions depend on your product or industry, but here are some universal examples:
Pro tip: Look at support tickets, chatbot logs, and search data to identify the actual questions your users are asking.
There’s no magic number, but most effective and user-friendly FAQ pages include 8 to 15 well-chosen questions and answers. Too few, and you risk missing essential customer concerns. Too many, and your page becomes overwhelming. If you have a long list, break it down into sections by topic, such as pricing, features, or account setup, so users can easily navigate it.
