Most sites have several sections/ pages that are must-haves. Any visitor that is willing to make a purchase would have a few questions that pop in their head while browsing, and most of them are quite generic. A section with a series of commonly asked questions about a product or a service including price, features, business hours, refund policy etc. is what a FAQ page is all about. In this article, we’ll share how a good FAQ page can boost conversions on your WordPress website.
Why Does Your Website Need A FAQ Page?
The FAQ page eliminates the need of online customer support and saves your sales team a great amount of time answering the same queries over and over again. Also, prospects are more likely to convert if they know more about your product.
Think about the time and money you’d waste if you have a dedicated team handling the same queries all the time. If you make note of these and curate a FAQ page that is easy to navigate across the different topics, and within your website, then you’d be able to channel all this energy towards more important business goals like growth strategies, SEO, diversified sales funnels, etc.
Components of A Good One
A good FAQ page is essentially a page that covers all areas where questions may arise during the customer journey, especially where there are several options to choose from available. Here are some tips to have in mind to increase your conversions with a killer FAQ section:
- Make the questions relevant – identify the real user questions. This one goes without saying – the main goal of your business is to provide solutions to certain problems and needs. Get to know your customer personas well by doing a thorough research. Do not spare any effort at this stage as it is vital for a successful lead generation campaign.
- Make it findable – add internal links within your service pages and blog to particular FAQs that are relevant; do the same in the FAQ content to help users navigate to a page that could get them more extensive information.
- Get the structure right – do you have just a few – list them! A bit more – sort them inline; if more, segment them into categories. If you have several distinct groups of users/ customers, organize questions in audience types.
- Add a search bar to improve user experience – this helps a bunch when the questions are more than a few.
- Optimize for SEO – common ways to line up the questions is in alphabetical order or logically. Starting from the most popular ones; enable the People Also Ask feature or the FAQ rich snippets to make it easier for users to find exactly what they need.
WordPress FAQ Page to Boost Conversions
WordPress is great when it comes to adding a FAQ page that converts as the process is relatively simple. They have a large collection of plugins with this purpose to choose from. Another route you may decide to take is simply adding a dedicated FAQ page yourself. In the Menu or the footer of your website.
What Not To Put
Adding an FAQ page may sound like an absolute no-brainer by now but make sure you actually need one. It is common that your customer service teams and company representatives direct potential customers to this section. Just to cover up lack of knowledge and redundant business process management.
First and foremost, avoid including questions before you have done research on your client base. As they may not be as common as you might think. Listen to your prospects’ needs and questions. They are invaluable feedback and give you tips of what improvements you need to make to increase sales and customer satisfaction.
A lot of times, FAQ sections are written by marketing teams instead of the sales or customer comms people. This would not be a problem if they communicated with each other first and carefully chose what to include. How to explain it in-depth enough to help the customer make an informed decision and convert. However, we often come across FAQ sections that contain questions that are far from frequently asked.
Secondly, avoid stuffing the FAQ page with information that should really be elsewhere. Perhaps a product or a checkout page, if the question would arise there. For example, if you have an eCommerce business that sells clothes. You wouldn’t want a potential customer that liked a dress to have to look for a dedicated FAQ page. To find out about the different colors available, or the sizing you use for the items. This piece of information needs to be on the product page as the less steps the customer needs to take to buy, the more chance for the conversion to happen.
FAQ Page to Boost Conversions: Final Thoughts
WordPress provides a great variety of FAQ plugins with clear instructions, different designs and functionality. You can also simply add an FAQ page yourself and tailor it to your own vision and requirements. The key is to start with customer research first. Listen to your customers and leads, make note of the questions they ask. So, at what point of landing on your site they ask them.
Check your analytics and talk to your customer relations/ sales team if you have one). Once you know that, see if you actually need a dedicated FAQ section. Maybe you do but how extensive does it need to be? Check if you can spread some of the information on pages where it would make more sense for the user. Finally, simplify the conversion.