When creating a website, the FAQ is one of the most strategic pages of your content! It is essential to maximize the performance of your website and provide users with a satisfactory experience.
FAQ means “frequently asked questions”. This web page consists of answering all the recurring questions of your Internet users. It is a key support for your prospects and customers, at all stages of the purchase journey.
3 reasons to create an FAQ
Relieve your customer service
Creating an FAQ for your website first saves your team time. By anticipating all the frequent questions from your potential buyers, you avoid having to answer them individually each time by email or on social networks.
The Frequently Asked Questions then turns out to be a considerable asset to make your customer service more efficient. Your team does not waste time on recurring requests and can therefore focus on the most important customer issues. Therefore, if you manage a small workforce, or even if you are alone, creating an FAQ becomes essential.
Generate traffic to your website
Frequently Asked Questions also ensures that traffic is generated on your website: it is a key SEO tool.
This content page allows you to answer all the questions that a user might ask Google. If your FAQ is well-structured and optimized for SEO, then it can show up in featured snippets in search results. These are synthetic response elements that Google displays directly on the results page. This zero position can significantly increase the click-through rate to your website. It is therefore in your best interest to optimize the content of your frequently asked questions from this perspective.
The FAQ can also contribute to the optimization of natural referencing by improving the bounce rate of your website. This decreases when a user spends time reading your web content. This is a positive signal for Google that encourages it to improve the ranking of your website on its search results pages (SERPs).
Conversely, a high bounce rate means that the Internet user who arrives on your web page leaves it almost immediately, because he does not find the expected response there. For the search engine, this implies that your content is irrelevant and you will be downgraded.
When you write your FAQ, then you must above all create relevant content. This will positively affect your bounce rate and, even more so, your natural referencing.
Providing your website with an FAQ finally reassures Internet users. This strategic web page aims to establish a climate of trust essential to promote conversions.
Creating an FAQ gives you the opportunity to demonstrate your seriousness and your know-how. It also demonstrates the interest you have in your customers by anticipating all the questions they may have at each stage of the buying process. The FAQ is, in fact, a tool that is used before the sale (terms of payment, delivery, etc.), but also after (return, refund, warranty, etc.).
5 categories of questions to easily create an FAQ
Before you start, you can save time for the tedious writing stage: download our FAQ template, available in word format. This document, written by our experts, includes a whole series of pre-written questions and answers. Totally customizable, this template ensures you to create an effective FAQ, to add in the blink of an eye on your website.
1. The presentation of your company and your offer
Part of your FAQ can be dedicated to the presentation of your company and your offer. Through this section, you seek to inspire confidence and promote conversion. It is therefore a question of listing the arguments that will convince the Internet user that you are a serious seller, capable of meeting his expectations.
You can explain, for example, who you are: “What is [name of your company or service]?”. The objective here is to address prospects who do not know you yet, but who show a potential interest in your products or services. If they consult your FAQ, it means that they are trying to make sure of your seriousness!
Thanks to your FAQ, you can also help Internet users to use your services or choose the right product. For example, if you sell clothes online, you can present the size guide in the frequently asked questions. This is to help the user to choose the right product to ultimately reduce the number of returns.
Consider each time to include internal links to key pages of the site to facilitate user navigation. You can also integrate call-to-action (or call-to-action buttons) to guide the user to the next step in the sales funnel. If you sell services online, you can particularly promote a trial offer, a demonstration or a quote request: the FAQ can be one of the pillars of conversion.
2. Delivery terms
If you manage an online store, the FAQ is a strategic page to detail all the delivery methods. This is decisive information to convince an Internet user to place an order and guarantee his satisfaction. When creating the FAQ, you must therefore be as transparent and as clear as possible.
You include, for example:
- The countries to which you ship the products,
- The rates, depending on the shipping zone, product category, etc.
- The shipping solutions offered to customers (home delivery, express delivery, relay point delivery, click and collect, etc.)
The logistics aspect is fundamental to the success of your e-commerce business. It is therefore essential to put these elements forward to convince your buyers.
3. Return and refund conditions
Like delivery, return and refund conditions are among the essentials to include in an e-commerce FAQ. When they buy online, Internet users need to know if they will be able to proceed to an exchange or obtain a refund, and under what conditions.
A user will be more inclined to buy from an e-merchant who offers free returns. This can therefore be a decisive element for the conversion. This is why, when you create your FAQ, it is in your best interest to mention it.
Remember that this page of your website must reassure and convince you to buy. In your series of questions and answers, focus on the arguments that will encourage Internet users to place an order.
4. The customer account
The FAQ is a help for your prospect or client: it is then a question of being as exhaustive as possible. Even if a question seems simple or obvious to you, include it in your FAQ.
This applies, for example, to the creation of a customer account, if your website offers this. It must be the subject of a dedicated section in your FAQ You then include all the questions relating to the creation and management of this personal space. One of the frequent questions rests, for example, on the recovery of forgotten password (a recurring situation for the majority of the Net surfers).
You can also take advantage of your FAQ to help your customer use their account wisely. You can include tutorials and links to the different sub-spaces, such as delivery tracking, order summary or return requests.
This is once again to simplify navigation to provide an optimal user experience, conducive to the growth of your business.
5. Customer service
Creating an FAQ is a delicate exercise, especially when you don’t have the necessary web writing skills. But be aware that, despite your best efforts, your FAQs will never be exhaustive. So, if it should relieve your customer service, it should not overshadow it either.
This is why we advise you to offer the Internet user the possibility of contacting you easily at the end of your FAQ. This can be the last question or topic on your page. You can embed a call-to-action button to redirect to a contact form. He will thus be able to send you specific and personalized questions.
You can also invite the Internet user to contact you by e-mail, telephone or on social networks. More and more companies are integrating, for example, WhatsApp or Messenger into their communication strategy to improve their customer service performance. These instant messaging tools are very popular with customers. They also allow you to schedule automated responses to save your teams even more time.
Whatever solutions you choose, the more the better. A buyer will appreciate being able to choose the communication medium he prefers to contact you!