An FAQ page is one of the most important components of your website and even your on-page SEO strategy. Carefully crafted FAQs can help you rank better with search engines by providing context and an opportunity to use keywords in a conversational way.
A great FAQ section can also help streamline your business and reduce ‘tire kicking’ by helping to move prospective customers along in the buying process or decide if your services are right for them without you being involved.
They can also help improve your customer’s overall experience by answering their common questions and giving them the information they need when they need it (like after business hours or when you’re busy doing the business of doing business).
In this article, we’re going to explain why FAQs are important, the categories of questions you should answer in a faqs section, 3 key steps for writing great FAQs, and where to put them when they’re ready.
What is an FAQ and why do I need them?
FAQ stands for frequently asked questions. FAQs are frequently asked ~and~ answered which is one of the reasons they make great website content (the other being that it can help reduce costs for hiring support team by providing answers to frequently asked questions).
What types of questions should I write answers for?
We typically break FAQ content into 2 categories: Service Specific and Business Specific.
Service Specific FAQs
Service Specific FAQs are customer questions related to each specific service for the product you offer. For example, a tree removal company may offer a couple of services like Tree Removal, Tree Pruning, and Stump Grinding. Each of those service pages should have its own set of FAQS specific to that service.
Some FAQs specific to Tree Removal might be:
- Can you pull the stump out instead?
- What do I do after my tree stump has been ground?
- How long does it take for a stump to decay by itself?
Some Tree Pruning related questions might be:
- When is the best time to have my trees trimmed?
- Why should I have my trees and shrubs trimmed?
- Do you have a licensed arborist on staff?
Business Specific FAQs
A specific question related to business should provide a detailed answer that is universal for all customers regardless of the service you’re providing them. Here are a couple of examples of basic business-specific FAQs:
- Do you give free estimates?
- Do you accept insurance?
- Do you have insurance/licenses?
- What are your payment terms and what payment methods do you accept?
- What do you need from me to get started?
- Do you have testimonials?
3 Steps for writing great FAQs
While the average business owner can guess at what FAQs should be included on their site, the North Star team prefers not to ‘guess’. We have a tried-tested-true 3-Step System to tease out a quality FAQ structure for our clients. Our process produces relevant content that makes both users and search engines like Google happy.
Step 1: We Leverage Your Experience
Have many emails and calls do you get from customers asking the same questions over and over again? What do customers repeatedly ask when they call you for support? What are you tired of repeating to customers? What are the common mistakes your client makes before, during, and after they’ve used your service? This is an awesome starting point for drafting an initial content outline for your FAQ sections.
Step 2: We Review Your Competition
It’s always worth looking at your competition to see what they’re doing well (and too, what they’re not doing well). With FAQs, you might find a couple of gems in their FAQs, or, sometimes even better, you might find that you completely disagree with some of their answers. Your own FAQs become a great place to ‘subtly’ state the difference between you and the competition:
- You have a special license/certification, they don’t
- You offer emergency service, they don’t
- You offer free estimates, they don’t
- You’re affiliated with specific organizations, they’re not
- you’ve never had a claim filed against you, they have
Step 3: We Get Creative with Keyword Research
On-page SEO, Keyword Research, and competitor analysis is part of about70% of the web development projects North Star takes on. This is awesome for the purposes of outlining FAQs because we use relevant keywords and phrases in FAQs. Users are literally ‘asking’ google a question specific to the types of services our client delivers. So, we answer it!
Where Should (or can) I put my FAQs once they’re ready?
There are a few options for answering a frequently asked question on your website.
FAQs on the Service Pages
The simplest option is to add FAQ content directly to each service page you have on your site. This makes sense because these pages are built specifically around frequently asked questions related to that specific service offering. The problem with stopping there, however, is that if your target audience visits one of those service pages without knowing having decided that’s the specific service they need then it can be frustrating not having an overview somewhere else on the site about all the basics surrounding trees and stumps etc…
FAQs in Your Menu Bar / Top Navigation Area
Another way to add FAQs to your site is in the menu bar/top navigation area. This can be a great way to produce an effective faq page, as it can answer both service-specific and frequently asked questions that are related across multiple services on different pages.
Business Specific FAQs on Your Homepage
FAQs on your homepage are another option. This can work well because it’s frequently the home page of a website that ranks for organic search results, especially in Google Maps when you’re trying to rank #one.
Adding FAQs to your Google My Business page
If you have a Google My Business page, adding FAQs there is an easy way to get them indexed in the search engine results pages. If you haven’t created or claimed your Google My Business page, read this article to learn more about why you should.
Use FAQs to Direct Prospects to Create Cornerstone Blog Content
Adding internal links from FAQs to your related blog articles or a product page is a great way to get more SEO juice out of your content. We see this used most often for business-specific questions related to cost and process.
#NSDSPPROTIP: Create Evergreen Content with FAQs
Chances the answers to your FAQs aren’t going to change nor do they vary based on seasons or holidays. This makes them ‘evergreen’ content or content that has an indefinite shelf life. This extended shelf life + their typically low character count + the ‘added value’ nature makes FAQs make amazing Social Media content. Pair up each FAQ with a couple of fun images and you could get 3-5 posts out of every FAQ. With a little focus, a person could easily schedule 2/post per week for months just with their site’s FAQ Content.
How often should I update my FAQs?
It’s really up to you, but we recommend updating them at least semi-regularly. If something relevant changes with your business or services then it will be worth the time to go in and update all of those FAQs as well.
FAQs are a great way to provide visitors with information on your products and services before they have to ask.
It’s also an opportunity for you to differentiate yourself from the competition by providing more detailed or exclusive content that can be found nowhere else online.
If you want help creating amazing FAQ pages that will not only improve user experience but boost SEO rankings too, we’ve got experts who would love to work with you! Schedule a consultation today and start taking your business in the right direction.