No matter how well a website is built or how carefully its content is planned, most visitors will still have questions. If clear answers are not provided, visitors are likely to turn to Google or a competitor. To prevent this, it is essential to determine what questions visitors might have and compile them in one place.
Fortunately, there is no need to reinvent the wheel — FAQ pages (frequently asked questions) are a standard feature on most websites today. Visitors already know what an FAQ page is for and will look for it on the site.
Why an FAQ page is important
- It helps and speeds up the sales process. When all crucial information is clearly and understandably available, sales representatives may not even be needed.
- It builds trust with customers. Addressing complex topics, such as return policies, honestly and transparently fosters trust.
- It frees up customer support resources. A well-designed FAQ page helps both potential and existing customers find essential information without contacting customer support.
- It may improve search engine visibility. An FAQ page can enhance internal linking, and Google may rank a well-optimized FAQ page higher in search results.
How to choose the right questions
There are multiple ways to compile frequently asked questions. The first and most logical approach is to put yourself in the customer’s shoes by navigating the website or app. This is a great starting point, but not sufficient on its own. It is also beneficial to consult customer service and sales teams since they interact with customer inquiries daily.
Another method is to use Google as a resource. The search results page sometimes features “People also ask” boxes that collect questions from various websites. Conducting searches can also provide inspiration for relevant topics.
The most common and the least complicated solution is to have a single FAQ page, which includes questions about multiple topics. Sometimes it makes sense to create additional FAQ sections on other pages as well. For example, a critical service page could benefit from having related questions and answers on it.
Different questions serve different purposes: search engine-optimized questions may drive more traffic, while detailed questions can better facilitate sales.
What makes a good answer
A good rule of thumb is to keep answers short, clear, and factual. One to two paragraphs is the ideal length — longer explanations may require a separate article. If a concise answer isn’t possible, consider breaking the question into smaller parts or omitting it entirely. Not everything needs to be included in the FAQ!
If a topic requires more explanation, consider creating a short video or animation. Visual formats are often more effective for complex explanations and can add a bit of lightness to an otherwise text-heavy and potentially dull FAQ page.
There are many tools and services available for creating videos, so hiring an animator isn’t necessary — at least initially. However, if you find that videos are significantly more effective than text, it may be worth investing in them.
Use FAQ schema
Using an FAQ schema ensures that questions and answers are machine-readable and formatted correctly for search engines. This doesn’t necessarily require changes to the actual content or design and can be implemented as an additional feature, making it a valuable addition.
FAQ schema is particularly useful because it allows questions and answers to appear directly on Google’s search results page, making the information immediately available to users.
Including internal links within answers is also a good strategy, as Google may display them in search results. Additionally, internal links can serve as effective traffic drivers on the FAQ page itself.
Internal linking within pages
Internal linking and guiding visitors through the website may be subtle, but they are crucial. An FAQ page can gently steer visitors in the right direction without them even realizing it.
A hot topic in the industry is user intent — understanding what the visitor intends to do. You can anticipate visitor intent by including “next step” links in certain answers, guiding them toward relevant actions.
Equally important is the order and structure of the question list. Questions should be categorized, with related questions grouped together. From a visual standpoint, it’s also beneficial to subtly but effectively distinguish categories, making the page easier to read and navigate.
What about the future?
We have already seen how Google is using Gemini to bring answers straight into the search experience. This will likely continue, and having clear questions and answers sections can be crucial in the future. Other tools will be using the same content as well, like ChatGPT and Copilot.
Whatever the future will bring, the need for clear answers will remain for visitors. You as a marketer will have to come up with solutions that bring those answers in front of your visitors. Preferably so that you gain something in return as well.