Oh, the FAQ page. The page that customers love to read in order to discover the answers to their most important questions. The page that can be disappointing when the answers to those questions aren’t found. A section of the website that if not done right, can truly make a difference on whether or not customers stick with you.
If customers feel as though the amount of questions they have are limited, or at least the ones they do have can be answered immediately, then you’re doing the right thing. A FAQ page may not be on the top of your priorities right now. But, we can certainly guarantee that it’ll make a difference if it’s done correctly.
Make It Clear and Direct People to It
On some websites or in some brochures, finding the FAQ page is like looking for a needle in a haystack. It’s literally impossible to find. If customers can’t find your FAQ page, they’ll most likely get too frustrated to continue on. Make the help section or FAQ page visible from everywhere on the site. Make sure people can also be directed to it easily from other pages as well.
Think of Good Questions That Focus on the Customer
The questions on an FAQ page need to be helpful to the reader. As an insider, if you’re VP of Marketing, it might be hard to come up with questions that you think others might have. The best thing to do in this case is to call upon an outsider to give some insight. Have them take a look at your site or product, and write down the first questions that come to mind. Also, keep track of what questions keep coming up by your current customers, and definitely add those in as you go. If these kinds questions can’t be answered elsewhere on the website, then they belong in your FAQs.
Customers who can get answers easily will be more inclined to trust you as a company.
Organize Questions into Categories or Topics
People don’t want to scroll for hours trying to find the answers to their questions. They want to find answers easily, so that they can leave saying, “Oh, so that’s what it is. Okay.” Breaking questions into categories actually teaches your customers a lot about what kind of company you are. It shows that you’re organized, precise, and quick to provide customer service.
A FAQ Page Should Do the Talking When a Customer Service Agent Cannot
The goal of an FAQ page should be to answer those questions that most people will have. These are not the questions that people should be emailing and calling up every day to get answered (though, you might still have a few of those). Companies don’t always have the time or resources to be taking phone calls or answering emails all hours of the day. The FAQ page should be able to serve as a customer service agent when you’re not available (or even when you are!).
Provide Other Options if Questions Can Still Not Be Answered
Not every question will be covered in your FAQs, no matter how often you try to update it. Therefore, you should provide additional options for your customers to get the answers they still can’t find. Some companies do this by having a live chat available on the site. Others do this by simply providing an email box or a contact phone number.
Any time you write any type of content for your company, it should be a reflection of who you are. If your company has a serious, professional tone, then keep that. If your company is more fun and free-spirited, then go in that direction. Keeping your personality in your FAQs will help your customers to continue formulating that sense of trust.
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