Your FAQ Page: Customer Service Meets SEO

Above all else, your business’s website is a customer-service tool. It’s designed to drive sales, but it can only do so by giving your visitors all of the information and resources they need to make informed decisions. Every element on your site should serve this purpose, from the Products and Services pages, to the Contact page, About Us page, and the blog section (if you decide to have one). But there’s another important section of a website that some business owners overlook when it comes to connecting with their fans — the FAQ page.

The FAQ (frequently asked questions) page is another type of content for your site. It not only offers visitors valuable information, but it presents the opportunity to increase your site’s Google search ranking and ultimately drive new business.

Not sure what to include in your FAQ? Here are our tips — in FAQ format, no less — for how you can craft great content that’s useful to shoppers and increases your site’s search engine visibility:

Why do I need a “FAQ” page?

Most small businesses don’t have the resources to develop a customer call center, or provide 24/7 customer care. A FAQ page can help these businesses better serve shoppers by providing the answers to common questions. It also helps visitors learn more about a business’s products and services at their own convenience.

How do I create one?

The simplest way to create a FAQ page on WordPress.com is to log in to your account, choose My Site (or My Sites, if you have more than one) in the top-left corner of the screen, and click the Add button next to Site Pages. Name the page “FAQ,” and then prepare to add the most common questions and answers that you receive about your business, services, and products.

What should I include?

Think about what questions are relevant to your line of business and what questions your visitors are likely to ask about each service or product that you offer. If you own a carpet cleaning company, for example, you might want to include questions that focus on each stage of the cleaning process from the consumer’s perspective, such as:

  • How much does this service cost?
  • How do I prepare my home for a carpet cleaning?
  • What kind of products will be used to clean my carpet?
  • How long will the process take?
  • When is it safe to move my furniture back into the carpeted room?

How do I craft my questions?

If you have employees, they likely know about your shoppers’ needs better than anyone else. Try asking them about the questions that shoppers most often have.

Using consumer survey results is also a good way to design questions. If your site already has a section where visitors can leave their feedback, review it to see if there are any trends or common pain points. Also look at your site analytics to see which pages or posts people visit most often. For example, if you own a small accounting practice and notice that traffic to the Business Taxes page has spiked in recent months, you might want to add a question to your FAQ asking, “What documentation do I need to file my business taxes?” Be sure to include a link that directs users back to that part of the site for additional information.

How should I organize my page?

If you have a long list of questions, organizing them by category will make your FAQ more useful to customers. The best way to do this is by splitting up the page according to the services that your business offers, and add questions related to each service. For a landscaping company, this could mean dividing the questions among residential landscaping, commercial landscaping, tree and shrub maintenance, and irrigation systems categories, including a link to each of these service pages or the main service page.

And don’t forget to add headings. Headings make the content on each page of your site easier to navigate. Think of headings as ways to outline the information in your FAQ section. If you organize this page by category, each category can serve as a heading (as can each FAQ question itself). Online headings are generally organized in descending order of size and importance, from H1 (largest) to H6 (smallest). These are available to select in your page editor toolbar — just make sure any smaller headings are nested within the larger ones.

How do I drive traffic to my page?

Every part of your website should integrate SEO (search engine optimization), which will increase your website’s chances of appearing on the first page of a Google search.

Your FAQ shouldn’t be an afterthought when it comes to SEO, either. As you begin creating questions, think about what keywords (relevant, search-friendly words that web content is built around) to include. Do a quick Google search related to your industry (for example, “carpet cleaning,” “tax preparation,” or “landscaping”) and see which sites rank highest, what keywords they include, and how their FAQ pages are structured.

You’ll also want to ensure that each page is SEO-ready on the back-end. Use the keywords you choose in every page title, URL, and meta description (a short block of text that describes the content on an individual page). WordPress.com refers to the meta description as the “excerpt,” and it can be found under Post Settings > More Options. Search engines like Google crawl websites looking for keywords that relate to queries someone might type in search — like “tax preparers in Dallas” — so make sure every part of your website is keyword-rich.

Although a FAQ page is a must-have for every business website, it shouldn’t be static. You should update this page every few months based on in-person and online customer feedback, site analytics, and responses to any new products or service offerings. The most effective FAQs strike a balance between SEO, usefulness to customers, and easy navigation, so keep these things in mind as you build out this page on your site.

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