What is the primary objective of your WordPress.com website? If anything, you’ll want to provide answers to the following questions:
- Who are you?
- What content, products, or services do you offer?
- How are you different from competitors?
- What can you do for me?
Visitors come to your website primed with questions, which is why your pages must deliver answers in the most efficient manner possible.
That begs the question: What is an FAQ page? It is one of the first pages your visitors look for when they have questions that they are not seeing immediate answers to. Here are a few essential tips that will help you provide the FAQ experience necessary to turn skeptical visitors into potential subscribers and supporters.
If you designed your website or wrote its content, it’s nearly impossible to pretend that you’re seeing it for the first time. You already know all the answers to questions that visitors might have. The problem here is that you won’t know which answers you must explicitly provide.
So, to determine which questions and answers you should include in your FAQ page, you need to view your site through fresh eyes. Gather three to five people who fit your target audience (but have no experience with your website) and have them browse through it. Then, take note of any issues they have and the questions they ask. Look for patterns: if a question or issue comes up multiple times, chances are, it will continue to come up after your site is live. These are the kinds of topics that need to be addressed in your FAQ page.
Additionally, pay attention to how someone asks a question. What words and phrases do they commonly use? You’ll want to phrase the questions on your FAQ page using the same language used by those who will be seeking answers.
Remember, if someone is visiting your FAQ page, it means that your website experience is already causing friction and leaving questions unanswered. An FAQ page helps to reduce that friction by creating a place for information that might otherwise seem disjointed if located on other pages of your website. You can reduce that friction even further by including the following on your FAQ page:
- Wording your questions and answers as clearly and simply as possible. If an answer requires more than two or three short sentences, consider creating a dedicated post to address the topic further. Link to that post from your FAQ section.
- Sort your questions and answers into intuitive categories. For an example, refer to the WordPress.com domain FAQ.
- Use anchor links (or page jumps) to reduce clutter in the above-the-fold section of your page to make it easier for visitors to locate the topics they came for. Refer to this resource by SeedProd if you’re new to anchor links.
- Within your answers, link to relevant pages so the viewer’s next step is as clear as possible.
- Remove distracting pop-ups or other elements that you may have set to appear universally on your other pages (such as social media icons).
- Where appropriate, use images and screenshots for illustrations. When used effectively, a screen capture or demonstrative .gif file can actually save you from having to provide further clarification.
Let’s revisit the initial question, “What is an FAQ page?” For your customers and readers, it’s a very important pit stop.
If you take your FAQ page seriously and put these guidelines into effect when designing yours, you will create a simple, succinct, and valuable resource. You’ll answer your visitors’ important questions, helping them to move through their journeys with you and your brand — toward the destinations you want them to reach.
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