The FAQ page is literally the step-child of every website. In fact, some websites don’t even bother to have one. It’s almost like we, as marketers, have a mentality that says “if a prospect gets on that page, that’s fine; if not, that’s fine too.”
I mean, who cares right? It’s just a page that consists of a list of the most frequently asked questions that could convert a prospect into a customer.
In today's market, about 70% of sales are completed online prior to speaking to a sales representative, while 74% of sales are linked to the first medium helpful in answering those questions.
This is because today’s buyers think it’s faster and more informative to spend the time doing the research themselves rather than being sold to.
Think of how often you search for something on Google. Aren’t your search terms usually in the form of a question? Now, if only there was a page on a website that could quickly provide those answers without you doing a deep dive into the topic.
That’s exactly the purpose of a FAQ page. Think of it as a library with a touch of Human to Human (H2H) straight-forward questions and answers.
So, if this is the case, how does one go about getting the most out of this page?
Where Do the Questions on Your FAQ Page Come From?
This is where most marketers lose perspective on how to truly optimize their FAQ page. Most websites today have FAQ pages that are built on “possible questions,” rather than “real questions.”
What does this mean? As the page is being designed, marketers ask themselves or do brief research online to find possible questions that personas might be asking in that particular industry.
They then populate those questions on the page with "possible answers". Once completed, that page is never updated again. As the company grows, those questions and answers get outdated, which causes the page authority to drop in Google’s search ranking and the page completely loses its value.
Where Should I Get These Questions From?
A sales representative's job is to spend time with prospects and closing the deal. Think of their job as a person who’s responsible for “filling-in-the-gap”. If about 70% of sales are done before contacts speak to a sales representative, then it’s the sales team’s job to answer the remaining questions and close that deal.
The problem with this strategy is the marketing and sales department generally don't communicate well enough for them to share those missing 30% of questions and answers. So, as new questions are being asked, your website as a whole stays stagnant and your company could end up losing potential new clients.
The best way to fix this common issue is for your sales department to make a list of all the popular and hard-to-answer questions that prospects are asking. On a bi-weekly basis, your sales and marketing team should thoroughly review any outdated, miss-understood, or red flagged content on your website as a whole, including the ones on your FAQ page and update accordingly. This will help Google index that content, which will, in turn, help provide answers for your prospects.
How to Add Other Values To your FAQ Page
Since the purpose of an FAQ page is to provide short-burst answers for each question, it’s always recommended to provide the prospect with the opportunity to delve deeper into these topics. This will definitely help with conversions.
Here are a few additional tips you can use to quickly add other values to this page.
Add Source Content to Each Question
Add a button to each question that will link back to a blog, a content offer (PDF, infographic, etc.), or to the contact us page if there’s no additional insight into that particular question.
This will prove to the prospect that you are always looking out for their best interest.
Add a Short Form to Encourage Users to Submit Questions
Since about 70% of prospects would much rather do their research prior to speaking to a sales representative, you should provide them with quick means of asking those questions.
This should be a simple form that only requires their email address and a message field. As they ask these questions, you should provide them with said answers via email along with a link for a more in-depth answer. After which, add these questions to your FAQ page for future prospects if the question/answer doesn’t already exist.
This will not only help your page authority, but also help your sales team closes future deals.
Write a Blog About Each Question
If there’s a question that sales or marketing realize prospects are really interested in knowing the answer to, then write a blog or create an offer to help those prospects find the answers quickly.
Keep in mind, your ultimate objective is to be that source of information for your prospects to help build trust between both parties
Add a Blog Subscription on the Page
As I’m sure you’re aware by now, your blog gets almost 60-70% of your website views per week because it is consistently being updated with relevant content.
Providing your prospect with the means to sign-up for your blog is basically the icing on the cake. You will never go wrong here.
Ensure the FAQ Button is Clearly Visible in the Navigation
Most websites today with a FAQ page add the link in the footer of the page. Generally speaking, if the content isn’t at the top of the page, then the chances of anyone ever getting to it decrease.
Make the FAQ button easily accessible in the navigation, since it’s basically another resource.
Use Keywords to Help Overall Site Rank
As you title each question on the page, ensure you’re using proper keywords so the content can be easily found in Google search.
Add a Dropdown Filter by Topic, So Questions and Answers Can Be Easily Accessible
If you have a large set of questions on the page, add an option to help users quickly filter the questions and answers.
It’s true that the faster a prospect can find what they are looking for on your website, the more likely they are to recommend your site to a friend.
Think of how much easier it would be for your company and your sales department to close deals if 90% of prospect questions were properly answered prior to them getting on the phone.
Think of how little doubt the prospect will have when they’re ready to speak to you. The overall purpose of a blog is to help provide prospects with in-depth content. But, the purpose of FAQ pages is to provide quick meaningful answers to those more frequently asked questions. Let’s ensure these questions are up-to-date and properly answered.
Published on May 21, 2018