This is our extensive breakdown of why your FAQ page is just as important as any other page on your website. Now, FAQ refers to Frequently Asked Questions, which can serve numerous purposes. Besides the obvious point of answe ring questions, it can resolve any customer queries that may preclude a sale. Furthermore, it might provide additional information that sufficiently interests a new web user to find out more. And it can also handle terms and conditions in a quick, no-frills manner that summarises everything without the need for a further explanation. But an FAQs page can serve another purpose; make that, several purposes. And this article will explain those in great detail.
Ranking For Google Questions
On most occasions, whenever you make a Google search for a particular term or phrase, you will not only get the usual results. If you scroll down the page, four questions will appear. And if you click one of those, another couple of questions will appear. This process goes on and on, providing you with lots of answers to typical user questions. Furthermore, each of these questions has an extract of an answer, along with the link to the original source page. So, you can see exactly where the response comes from. And on top of all that, some pages will also include a Google snippet containing the most relevant page extract pertaining to the search term. Bear in mind that for the sites that Google selects, their SEO rankings are clearly of significance. And that translates to higher search visibility, a higher domain visibility, more page views and, potentially, higher sales figures.
But why should your competitors receive this priceless opportunity for free promotion? Because it could very well be the FAQs page for your website that gets the spotlight. And there’s no limit on how many questions or Google snippets could come from your site. Now, it is possible that Google selects the questions and answers from other articles and pages. It is their algorithms that make the decisions, after all. But if you have an FAQ page that covers every significant point, containing all relevant keywords, chances are that this will be the source link that Google picks out. And the more that this appears, the more likely that users will assign you with a certain level of credibility. That can then translate to more page views. So, when it comes to SEO, an FAQs page can be extremely useful. And that’s without taking anything away from the rest of the website.
A Valuable Location For Hyperlinks
There was a mention earlier about how an FAQs page could influence users on the fence about making a purchase. But let’s delve into that a bit more. So, let’s say that you want to buy a games console from a high-street retailer. The price is right, and the product is definitely right. But you’re unsure about the guarantee in the event that the machine unexpectedly crashes. So, the FAQs page could list the guarantee and warranty information, and you’re now ready to buy it. Yet you still have to potentially find that console page again, which could be an issue if there’s high demand. Even if it comes down to a few seconds of searching and selecting, it’s still an unnecessary use of their time. However, if you insert a hyperlink to the console in question within the answer, they can jump straight to the item. The result: a shorter user journey, higher customer satisfaction, and a greater chance of further purchases in the future.
Indeed, an FAQs section could therefore serve as an ideal spot in which to have hyperlinks to the site’s most significant pages. We note the products as one example, and you could certainly create a plethora of links for your items. But what about things like size measurements for clothes, the company’s cashback policy, or any tax and VAT charges? Maybe you wish to hyperlink towards the organisation’s press section, or even its board of directors. Perhaps you want to emphasise the work that the business is doing within the local community. Or you might wish to promote the organisation’s work on diversity. Whatever nit may be, an FAQs page can do it all, and all without stuffing other sections with unnecessary keywords, and without overloading a navigation menu. Plus, there’s no limit on how many questions you can place on an FAQs page. All of which means that the FAQs page can be equal to importance to any other page on your site.
As much as you want to answer every customer question, some are bound to leave you with an open mouth. And even if the business knows how to handle one particular enquiry, how can you avoid making such responses feel unnatural? One option is to include guest contributions to answer specific questions. And the more credible or high-profile that the guest is that provides the response, the better for your website. For instance, imagine if someone is asking about how comfortable a football boot may be. Sure, one of the IT team can answer the question on the FAQs page.
But imagine if your business is able to strike a deal with an ex-footballer to answer that same query, with their name credit on the page. Not only does that glamourise the response, but it provides the celebrity with free publicity to their website. And, in return, you receive a backlink from their page too. This is doable on product and blog pages, but you can only include one each time without things feeling like an endorsement. But in an FAQs section that offers honesty and neutrality, the head-turning figures providing the answers could be numerous. And depending on what products your company produces, this could greatly enhance your customer base due to third-party backlinks. So, an FAQs page isn’t just about answering questions, but it’s also about who is answering the questions.
Enhancing Products & Services Pages
To finish off this article, we want to focus on other pages on your website. Namely, those that are there to specifically promote one product or service amongst a range of tens, hundreds or thousands. Now, according to the findings of a study by Brafton (as per this Crazy Egg article), the average time that a user spends on a website is 2 minutes and 17 seconds. Or just under 2 ½ minutes. That figure could be down to so many things, such as the relevancy of the site to their needs, the page’s load speeds and so on. But keep that in mind; a typical user journey lasts less than 2 ½ minutes if they’re not actively making a purchase. Therefore, it’s clear that users prefer to spend as less time as they need to when navigating a site. They should be able to find all the information they want as quickly as they can.
Now, if you have an FAQs page that covers all the questions that a customer may have about a general sale, this frees up space on the product or service page to focus on its positives, rather than discussing how long you have to return it, how long it will take to arrive etc. That means you’re more likely to capture a user’s imagination with striking images, persuasive text and other tactics to blow them away. It isn’t just about the presentation either. By having the terms and conditions on an FAQs page, the load speed of each item page decreases. Instead of loading up 700 words on one page, it may only have to load up 250-300 words. That means a shorter user journey due to greater convenience for the customer. And that should contribute towards them coming back in the future, recognising that purchasing from your website is effortless.
We should point out that an FAQs page isn’t prevalent across a lot of websites. But that is to your advantage if you choose to have one, rather than it being to your potential detriment. Why? Because let’s say that your competitors are all ahead of you on page one, but none have an FAQs page. They may cover the general customer queries across their site, but not all in one place. Now, if your website develops one such page, you could springboard all of them. And rather than customers navigating a site to find two or three responses, they can find them all on one specific page. And there is flexibility in how you present the page, something that the rest of the site may not allow. You may wish to take the serious tone or adopt a casual perspective as you answer some questions. Maybe you prioritise products, or perhaps you spotlight the operations of the business. And it could be that you alter the colour scheme enough to make this page contrast to the rest of the site. There are many ways to make the FAQs page stand out, but simply having it in the first place could go a long way.
Remember that your clients will never run out of questions to ask you about what you do and how you do it. So, an FAQs page is the best destination to cover all of these and more, with regular updates maintaining the page’s relevancy. Best of all, it is extremely easy to set up a page covering all the Frequently Asked Questions for your business. If you do struggle to put together the FAQs page for your website, however, our experts here at Breeze Development can definitely help. And not only that, but we can also offer up further benefits towards you having an FAQs page on your website.
So, we thank you for taking the time to read about why your FAQ page is just as important as any other page on your website. We hope you have learned a lot after reading this article, and it may provide you with some tips to take forward. And we also hope that your own FAQs page serves a great purpose in the future. But we realise that you may still have some queries when it comes to Frequently Asked Questions. So, if you wish to find out more information about how to put together a first-class FAQs page on your website, or to enhance your existing FAQs page, you can visit our own website by going to www.breezedevlopment.co.uk.
Why Choose Breeze Development?
Breeze Development is a digital marketing company based in the northwest. If you would like a no-obligation chat about an existing or new website, please arrange a free digital marketing consultation.