Now, more than ever before, customers are looking for self-service options that allow them to work through issues and answer questions on their own (instead of having to go through a support channel like phone or email.)
In fact, research shows that 90% of consumers now expect a brand or organization to offer a self-service customer support portal, and 60% of consumers have a more favorable view of the brand if their self-service offering is mobile-responsive. Additional data shows that 35% of consumers prefer self-service over human contact, and that 82% feel call centers are unnecessary and stressful.
This is one reason a FAQ page is a good idea.
By creating a resource with commonly asked questions and answers, you can cut down on customer service costs and empower your online shoppers to find the information they need to complete a purchase–all on their own.
Let’s look at the nuts and bolts of how to create a stellar FAQ page that’s a powerful resource for customers.
What is a FAQ Page?
FAQ (frequently asked questions) pages are helpful resources that help answer common customer questions. Essentially, they work to help overcome obstacles to purchase by addressing some of the repeated questions and concerns past customers have inquired about through support resources.
Take a look at the FAQ page we’ve created here at Ecwid as an example:
Notice how these common questions are clickable and can be expanded to reveal an in-depth answer. From pricing questions to information about data storage, this FAQ strives to provide quick answers to questions that are posed on a regular basis.
Ultimately, the goal of an FAQ page is to educate shoppers. By providing insightful answers to FAQs, your customers can more quickly and efficiently get on their way to the next step in the sales journey.
Additional Benefits of FAQ Pages
Next, let’s explore some of the added benefits of FAQ pages and how they can improve your online store as a whole.
SEO & PPC
Because answers to customer questions are often packed with relevant keywords, FAQ pages can be valuable SEO and PPC assets.
When worked in naturally, these text-rich pages can improve your website’s relevancy and overall quality score, which is what search engines evaluate when ranking content to display in search results. Plus, when you include relevant hyperlinks to other resource pages on your site, you can encourage visitors to keep moving through different pages on your site and to increase time spent on your website.
Showcasing your knowledge of customer concerns on an FAQ page is also a great way to build authority as a leader within your niche. If you can provide helpful content that educates readers on the topic related to your store, it shows that you are a trustworthy source of information related to your products and target audience.
FAQ pages also help act as a form of proactive customer service that anticipates the customer’s needs before they even have to ask for help. A resource like this builds rapport with the target audience by showing just how well you know and understand the needs of the customers coming to your website.
Now that we know the benefits of a FAQ page, let’s look at some best practices for creating one of your own.