9 Characteristics of an Awesome FAQ Page

By Joshua Sophy

9 Characteristics of an Awesome FAQ Page

Your FAQ exists for one purpose: to stand in for the human who would be present and available if your website was a brick-and-mortar shop. When done well, it clarifies concepts, dispels confusion, addresses concerns, reduces frustration, and — perhaps most importantly — removes your prospects’ obstacles to conversion. Ultimately, it means you’re fielding fewer calls and responding to fewer emails while seeing more sales.

How to Make a Great FAQ Page

Not a bad trade-off, right? And yet, that trade-off only happens when an FAQ is done well. Here’s what a great FAQ does:

1. It Takes the “F” in FAQ Seriously

“F” is the most important letter in that acronym… because it alerts you to precisely which questions you should include in your FAQ. What this excludes are: 1) The questions you prefer your prospects were asking; 2) The questions you cleverly concoct to create demand for your product; and 3) The questions about your product, service, or business that are most important to you.

So where do you find the inquiries your business most commonly gets? Here are some great starting places:

  • your email correspondence
  • your customer support tickets
  • the employees who regularly interact with your prospects and customers (sales team, customer support team, front-of-house staff, etc)
  • your social media pages
  • the feedback form on your website
  • customer surveys (maybe you even create a survey explicitly for customer assistance with your FAQ)

The most valuable questions you can include in your FAQ are already written by your prospects and customers. The good news? This means less work for you. The bad news? This means letting go of your opinion of what a “good” question is.

2. It Answers the Questions it would Rather not Answer

“Why is your service so expensive?” “Why’d you stop making my favorite product?” “Why don’t you offer a money-back guarantee?” Insert the question you don’t want to answer about your own business here.

So what about question you’d prefer not to answer?

Is it frequently asked?


Then answer it.

Here’s why: If you evade the negative or difficult questions, your visitors won’t simply decide they’re not important questions. Instead, they’ll turn to social media… and we don’t have to tell you that’s a goldmine of conjecture, misinformation, and erroneous answers.

Best to avoid that predicament. Instead, find a way to frame those questions in a positive light, and provide answers that are real, honest… and maybe even imbued with humor.

Discuss your product’s unique features, or describe its ethically-sourced ingredients or its careful production process, to explain why it costs more than your competitor’s product. Honestly state your geographical, material, or financial limitations — and then remind prospects what your business is capable of. Point toward a future where you hope to be able to offer the things they’re asking for. And so on.

Your prospects will see the integrity in your forthrightness; and you’ll only gain their trust when they see you’re willing to answer the more delicate questions.

3. It Sounds Human

This means a few things. It means using the same language your prospects and customers use …read more

Read more here:: SmallBusinessTrends

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