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The last thing you want users to feel after engaging with your landing page is to have more questions than when they first landed. If that’s the case, the chances are your landing page copy simply isn’t cutting the mustard.
That’s where the power of a Frequently Asked Questions (FAQs) section comes in. If you’re looking to drive revenue and encourage users to act through your website, the chances are that FAQs can be a great hand-holder. They can provide the necessary reassurance and confidence users need to move all the way through the search funnel.
FAQs are powerful organic search techniques
With the proliferation of rich snippets in Google, which help to provide immediate, best-in-class answers to users’ search queries, FAQs can help websites to hoover up any additional organic search volume on topics relating to their landing pages and services.
These FAQs don’t even have to be directly about your website or services. It could be general queries about your industry as a whole – or even your competitors!
Answers to FAQs needn’t be ‘War and Peace’. In fact, the more succinct your response is, the more chance you’ll have of the answer being picked up as a rich snippet by Google. Typical answers to FAQs are no more than 50 words, so it’s a chance for you to hone your writing skills to make every word count.
FAQs help to build trust and overcome potential hurdles to conversions
Using FAQs is a marker that your site is dedicated to helping users find solutions to their queries. In turn, this goes a long way to establishing trust and integrity in your brand. A prime example is the FAQs section at Lucky Dice, a portal reviewing the leading betting sites in India. Their FAQs section is prepared to answer difficult questions and admit that not all iGaming brands in India can be trusted, recommending only operators licensed and regulated by stringent iGaming jurisdictions.
FAQs should be dynamic and evolve based on the latest queries of new customers
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The last thing you want is for your FAQs section to be static. It should be an evolving body of work that anyone can expand over time. The best FAQs will add new queries and answers based on the latest enquiries from customers. Your prospects are your best inspiration when it comes to new FAQs. Listen to what they’re looking for and build responses based on these themes and trends. A prime example is the FAQs portal at UCAS, the body which connects students to higher education. Within their FAQs is a prompt that empowers users to state if the answer was useful or whether further information is needed to provide greater clarity. The user-generated feedback can also help inspire UCAS to create new FAQs if there is sufficient demand.
FAQs can also become a vital customer support tool
Many online brands are starting to look to FAQs sections as a means of taking the strain off customer service departments. Comprehensive FAQs, with detailed, actionable answers, help to minimise the number of legitimate calls or emails a customer support team receives. By optimising this process, customer support departments may not need to be a 24/7 concern, which can help businesses save money in turn.
FAQs revolve around you knowing your target audience inside out. Copywriters need to be able to tap into the pressure points that users commonly experience and provide simple solutions in their hour of need.
