The Frequently Asked Question section of your website is there to fill in the gaps when you're not available. It can be pretty straightforward, but when done wrong, it can actually confuse visitors or turn them away due to misinformation or lack of organization. But don't scrap it just yet! Let's walk through what can be improved so it can really support your business 24/7.
Here are some improvements you can make to your page.
1. It's missing the real questions your customers actually want answered
This is the main concern affecting most FAQ pages. There's a reason why your customers visited it in the first place and it's not to scroll through filler questions. They're looking for answers that they couldn't find elsewhere on your site. This usually happens when business owners aren't too familiar with the feedback they're receiving.
You can fix this by first finding the most common questions or issues related to your products or services. Look through emails and notes or even ask your clients directly. Any questions that come up repeatedly are clues to what matters most to your audience.
2. Disorganization is hard to look through
Most of the time, your customers are just looking for one specific answer. That could be one out of twenty questions listed on your FAQ page. It's frustrating and overwhelming if they can't quickly find their exact question, making them more likely to give up and leave. People don't read every word and they certainly don't have the time to!
It's best to organize your page by category, such as: Pricing, Instructions, or Support. These headers make it easier and a lot more neat to scan through. If you're able to use dropdowns or collapsible sections, that's even better. User-friendly designs on the internet always make people stay longer. That's a fact!
3. Don't solve problems before they exist
A big mistake many FAQ pages make is trying to calm every possible fear before the customer even has one. Having pricing rules, shipping policies or refund limitations right at the top, even before your customer has made a decision, is a no-go. Jumping straight into these issues can plant seeds of doubt that didn't need to be there in the first place.
The easiest fix is to reorder your content so that the "yes" from them always comes first before the other questions. The FAQ should play more of a support role. When it comes to addressing possible issues, try your best to make answers sound reassuring, not defensive. Your customers should have all the confidence to trust in your business.
If you're stressing about your page right now, don't fret! These are minor tweaks for how and when you present the information. Small changes like these can make a big difference in how confident someone feels about doing business with you. The truth is that you're guiding your customers through a smooth, decision-making process. Since you already know your business inside and out, all you have to do now is communicate that in a way that builds trust through a page from your website.
Author: Gary Wong
💬 What's the most frequent question that your customers ask?
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Michigan, and is a proud member of People First Economy and the West Michigan Hispanic Chamber of Commerce. We help businesses thrive. By improving our client's sales over 60%, reducing their expenses and boosting their engagement by 40% or more, we enable our clients to refocus on what they love.
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