Building a High-Converting FAQ Web page on Your Website

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Frequently Asked Questions (FAQ) webpages represent a crucial component of the customer conversion funnel. Anyone who lands on this page has already determined the need for whatever you’re offering and is now entering the consideration phase of the purchase process.

Your FAQ page can provide these the information required to finalize their own buying decision.

However , I see so many sites that overlook the importance of this particular landing page. I read lots of FAQ pages that sound more like an afterthought, instead of a page that’s been designed to generate conversions.

FAQ pages must have a purpose. Do not just add one to your website because you feel like it’s the requirement and you want to fill space. Instead be intentional about it.

I want to show you how, by covering how to:

  • Ask the right questions
  • Simplify the particular navigation
  • Maintain the answers short
  • Offer added support
  • Optimize for SEO
  • Understand your audience using quality consumer research

How to Build a Great FAQ Web page for Your Website

While most websites should have a FAQ page, yours might be doing more harm than good if it doesn’t have any clear intentions.

It’s possible that the page is driving individuals away from buying, as opposed to sketching them in. This can take place, for example , if the questions your visitors commonly have aren’t really answered on the page.

Obviously, you don’t want that.

For those of you who are currently neglecting your FAQ page, it is time to make changes. The rest of you might not have an existing page and want to add one from the beginning.

Regardless of your circumstances, you’ve come to the right location. By avoiding a few common problems—as we’ll show you on this article—you can turn your FREQUENTLY ASKED QUESTIONS page into a potent tool for converting leads plus prospects.

Ask the Right Questions

I’ve seen plenty of FREQUENTLY ASKED QUESTIONS pages that have a great design, layout, and optimal user experience … but the queries are awful.

Somewhere along the line, a lot of sites have lost the meaning behind frequently asked questions. They treat these pages as a perfunctory plus unimportant addition to their websites.

Anything at all related to where your company opened, how many employees you have, or even where your CEO came to be does not belong here. You can include details about the history of your firm on your “About Us” page.

Excellent separate guide on how to make an impactful about all of us page on your website.

But adding unimportant or useless questions and answers to your FAQ web page is just going to confuse any visitors. They’ll end up having a harder time finding information that will answer their actual question. So you need to have questions which are more related to conversions.

To do that, you need to really and deeply understand your audience. Without the knowledge of who they actually are and what they want, you won’t be able to craft a good FAQ page. Most of the questions you come up with will likely be useless for them.

Should you be still unsure about how in order to ask the “right” queries, just see what your customers are actually asking. Take a look at questions and comments from:

  • Submission types
  • Customer emails
  • Live talk
  • Social media comments and messages
  • Phone support

Check out some of the queries on the Allbirds FAQ page. Some context: They’re an online shoe store offering top quality, sustainable footwear for men plus women. The company used customer comments to find the right questions for new and current customers.

They have queries related to how the shoes match, sizing, returns, exchanges, refunds, and shipping. All of these are important to the consumer buying decision—and help drive sales because of this.

For instance , you might be flat footed and want to know if their shoes are usually right for you. They have a question under “Products & Fit” that answers just that. When you find out there that they do, you’ll become more likely to purchase from them.

Do they provide half sizes? Will the shoes stretch? Do the shoes match a wide foot? All these are usually answered in the “Do Allbirds run true to size? ” question.

These are all logical questions that someone would request before buying. You want your customers to feel confident when they’re shopping.

Purchasing a product, such as sneakers, on-line can be a challenge. Customers do not get a chance to try on different sizes, walk around, and see what feels good like they would in a store.

But Allbirds alleviates any uneasiness by asking the appropriate questions on this FAQ page. They’re asking the right queries.

Make sure you’re identifying the right ones for your company as well. Maintain a database to track most of these questions and group comparable ones. If lots of people are usually asking the same thing, it definitely goes on your FAQ page.

Also remember to regularly update your FAQ with any new queries your audience might be asking as you add new products, services, and innovations.

Simplify the Routing

Like the associated with your website, Your FAQ web page must be frictionless and give your own users a straightforward and user-friendly experience.

You might have great questions and answers, but if your site visitors can not find them, then your FAQ web page is going to fail.

Do your best to try and emulate a good in-person shopping experience. If a customer was in a physical store, all they would have to do is find an employee and ask their question. Sure, occasionally that employee might direct the customer to another department or something like that. But in the final, the question is answered directly and a timely fashion.

Don’t make individuals hunt for answers on your site.

If the file format of your FAQ page is just questions followed by answers repeating all down the page, visitors will have to keep scrolling to find exactly what they’re looking for. This is not ideal. They might even overlook their own question, which wouldn’t resolve their problem.

Take a look at how Microsoft easily simplifies things on their FAQ page for software downloads.

Right away, you’ll see that you can find two categories to choose from.

Visitors can filter down their question providing a few two categories. Any Workplace questions won’t have unimportant Windows questions that need to be sifted through.

When a user clicks on one of the options, the menus expands, without redirecting to a new page.

Here’s what it looks like basically click on Office.

Just about all 12 questions can be learn without having to scroll. This causes it to be extremely easy for people to find exactly what they’re looking for.

Now, imagine if there was an answer directly below each of these questions. It would occupy probably four or five times the amount of space on the page.

That layout would be much more challenging and need additional scrolling and text to read through. But this approach by Microsoft is clean and simple.

In order to know something specific, such as how long it takes for software program to download, just click for the question and the answer will certainly expand below it.


If a site visitor has several questions, it’s still simple for them to navigate and find solutions to everything.

If a site visitor includes a question and it does not obtain answered, they aren’t going to convert. It’s that simple.

So make sure your navigation is optimized. Your visitors may have an easier time finding what they’re looking for.

You want the experience to be like a helpful in-store worker who is there to solution shoppers’ questions about products and where to find things. That all starts with knowing your customer and what they’re looking for.

Keep the Answers Short

One more common mistake that I notice made on FAQ web pages is the length of the answers. Every thing needs to be clear and succinct.

For the most part, your own FAQ page should be fairly broad. This helps ensure you help the most people possible.

You don’t have to jump into super-specific queries that require in-depth explanations. In case customers do have more specific questions, give them an option to reach out to you via a customer support series, live chat, or current email address to get help.

But even to get a general question that most individuals would ask, you still need to keep the answer concise. A person don’t need to answer almost everything. But give simple solutions to the questions that are many asked by your audience..

I’d rather observe FAQ pages with thirty questions that have short solutions, as opposed to 15 questions with long answers. So if you actually have long paragraphs on your FAQ page, see if you can take 1 question and break it down into two or three.

This will provide a much better user experience. Visitors shouldn’t have to read through an essay or short blog post to get a easy answer.

Let us say that a website visitor is able to locate their question and ends up reading through a long answer. They might end up having extra questions, based on the length plus details of that answer.

Or worse yet, they might see the big chunks of text and choose they don’t want to look over it at all.

You don’t want that to happen.

So sharpen your writing skills and only include the most significant information related to the question.

Check out this instance from the PayPal FAQ page.

Look at the first question—what is PayPal?

Talk about a loaded question. PayPal is so many different matters. They offer services for companies, consumers, and websites. They can probably answer this question in 50 pages when they wanted to, going into details evaluating PayPal and Stripe with regard to ecommerce.

But no, they take a much less complicated approach. The entire answer is just three sentences.

If they got into all of the particular details of PayPal, what it is, what it does, and who it is for, it would only confuse the reader. The answer above is apparent, concise, and still answers the question.

Challenge yourself to take the “PayPal approach. ” See how you can sum up your company in three sentences or less.

Offer added support

While a FREQUENTLY ASKED QUESTIONS page should be written to help most of your website visitors along with broad questions, sometimes it is just not enough.

No matter how good your questions are usually, how great the email address details are, or how simple the format is, some people will still need additional support. That’s OK.

If it’s going to have a little bit of extra support to obtain people to convert, then make it for them.

Just be sure that all support options can be found. Here’s how Samsung approaches this on their FAQ page.

The first thing I noticed once i landed on this page was the list of categories. Samsung will be a major company, so it makes sense so they can start this way.

But as I stayed at the screen without making any actions for a while, this pop-up window appeared, prompting a live chat session.

They obviously have this triggered to appear whenever somebody doesn’t scroll or click on since the implication would be that they can’t find what they’re looking for. I love this approach.

It’s much better than making the site visitor to go back in order to find another support page or even make them go through countless queries manually until they discover an answer. That’s just too many added steps. Instead, Samsung provides you with three discrete ways to get in touch with them for help.

Furthermore, Samsung has a phone support button in view at all times as well, as I pointed out in the screenshot over. So the customer has choices.

Can’t find a solution on the FAQ web page? No problem. Just pick up the telephone or speak with one of our own live chat representatives. Or put a live talk window directly on your FAQ page.

This strategy should be incorporated if you want to generate as many conversions as possible. The additional effort will go a long way.

Optimize for SEO

To craft a high-converting FAQ page, you need to keep the big picture of your website in mind. Nothing screams big picture even louder than optimizing for search.

For the most part, FREQUENTLY ASKED QUESTIONS pages are designed with the idea that the visitor will land somewhere on your website, have a query, and then navigate to the FAQ web page. In many cases, this very well may be the case.

Nevertheless , you can set up your FREQUENTLY ASKED QUESTIONS page to get traffic straight from organic searches as well.

Not all your questions have to be brand-specific. For example , let’s say your website offered web hosting plans for small businesses. Your FAQ page could ask, what is shared web hosting?

This question isn’t exclusive to one of your products or services. But it’s definitely something that one of your prospective customers will search for online. Your question could end up in the search engine results pages (SERP), driving a lot more traffic to your website, and ultimately leading to conversions.

A great tip for finding SEO questions is to just use Google.

Let us say you sell shoes. Type in keywords that you are trying to rank for, like “sneakers for travel, ” and then scroll to the underside to view related searches.

Based on these search recommendations, you can get SEO-inspired questions for the FAQ page. Maybe add questions related to shoes pertaining to walking all day or fashionable shoes for Europe.

Answering these queries can give you a boost in the search rankings, while giving your visitors the info they need to the questions they have.

The best way to Understand Your Audience Using Quality Customer Research

As we’ve mentioned, building a high-converting FAQ web page starts and ends together with your audience. You need to answer the questions relevant to them. Only then can you set all of them on a path to turning into happy paying customers.

As you can imagine, there are tons of methods for you to do this. However , we have several quick tips to get you began. Later, we’ll give you our best resources to let you perform an even deeper dive straight into customer research.

Create a Survey

This is one of the most common and powerful ways to understand your customers. A survey is a easy form that asks your clients questions and gives them a chance to give you answers.

There is a lot of theory that will goes into how to craft survey questions. But it’s an excellent opportunity for you to learn more about the types of questions your customers have about your products and services.

Go deeper: Want to learn how to craft great surveys? Have a look at our articles How to Use Research to Hook More Customers and How to Better Understand Your Customers and Write More Convincing Copy for more.

Conduct 1-on-1 Selection interviews with Customers

Perhaps the best way to gain insight into your customers questions and discomfort points is by directly talking to them. This involves making a video, phone call, or physical meeting with them to talk.

Physical meetings aren’t simple for most online businesses, but video clip and phone calls can be just as effective.

During these interviews, you can speak with them about any queries they typically have or—if you want to learn a lot—have them walk you through how they purchase a product or service from your store.

Regardless of what you do, it’s always great practice to compensate your participants with money or shop credit for their time.

Go deeper: Would like to learn more about leveraging 1-on-1 selection interviews to understand your customers? Check out our article How to Improve Your Customer Service with These 8 Ways to Get Feedback

Add a Remark Box

This one’s easy. Simply add a customer feedback form onto your web site where people can discuss their thoughts and opinions. Here’s an example of one from BuildFire.

You don’t have to collect their own name and contact info. However , I highly recommend you decide to do in case you want to follow up with the particular commenter for a 1-on-1 interview or in-depth survey.

These provide a great, low-pressure way for any visitors to leave you comments, queries, and concerns they might be suffering from. You can then use the questions they will send you to get a sense of the ones that occur the particular most—and add it to your FAQ.


FAQ pages are critical resources for your website visitors.

Anyone who lands on this page has a chance of converting. Sometimes getting a question answered is it takes for them to finalize a decision.

So quit wasting time and area with FAQ pages that don’t add real value to your site.

Focus on questions that are related to conversions. Keep the user experience in mind by simplifying your own design and writing succinct answers. Offer additional support options for people who still have questions. Go the extra mile and improve your FAQ pages to get SEO

Remember: These pages should be made out of intention. When done properly, they become potent motorists for leads and conversion rates. They also give your visitors a much better experience with your brand when their questions are clarified.

And it isn’t really enough to set-it-and-forget-it. You should continuously update your FREQUENTLY ASKED QUESTIONS page to answer brand new questions as your visitors experience your products and services.

If you follow the ideas covered in this guide, you can turn your FAQ page into a conversion machine.

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