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Customer Service Blog

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How to build an FAQ page your customers will love

by Bart Kuipers | April 21, 2016

FAQ pages are a great addition to your customer support arsenal. A great FAQ page will be very helpful to your customers and could help you reduce incoming calls, chat, emails, or social media inquiries, saving you costs in the process. User friendliness is your top priority when building an FAQ page. If customers don’t find it easy or accessible to use, they’ll turn away quickly.

Nowadays most people will search for answers to their questions online before contacting customer service. In a research carried out by Zendesk, 67% of respondents stated preferring self-service over speaking to a company representative. 91% of respondents said they would use an online knowledge base if it were available to them.

We've listed some tips to help you to start building a great FAQ page.

 

1. START WITH THE CONTENT

The most important part about your FAQ page is answering the questions your customers have. Get input from your customer support team and maintain a continuously updated list of all recurrent questions that you can provide a standardized answer to. You’ll want to know the questions your customer are actually asking. Ask your customer support team and analyze your tickets.

That being said, try to limit your FAQ content to those questions that are actually asked, well… frequently. An overload of information on your FAQ page can be off-putting and lead to frustration in your customers, causing them to abandon the page entirely.

 

2. MAKE IT SEARCHABLE

Mailchimp FAQ

Depending on the complexity of your product your FAQ page may quickly become overpopulated. Having a search box in place will help your customers find answers more quickly by typing in just a few keywords, saving them from endless scrolling, and making it less likely that they’ll give up on the page entirely. Choose between presenting the information through a search box or a list. Using both will be confusing. Mail chimp does a great job at creating a simple FAQ page, putting their search box in a prominent place to guide their visitors to where they want them to go.

 

3. CATEGORIZE

Don’t drop all the questions in one major list. Categorize them based on product or issue type to make it easier for your customer to narrow down their search. That being said, find the right balance between creating just a few categories with a lot of subsections, and creating a lot of categories with only a few subsections. The aim is to get your customer their answer in the least amount of clicks possible.

 

4. LAYOUT IS CRITICAL

FAQ layout

People don’t read online, they scan. You can make things a lot easier by taking that into account when formatting your FAQ text. Use short, descriptive, and bolded titles for all your topics and easy to read body copy. The questions are your visitor’s focus point so make sure they’re the most prominent element on the page.

 

5. USE VIDEO WHERE APPLICABLE

Jabra FAQ

If the solution you offer to your customers on the FAQ page consists of multiple steps or is difficult to explain using only text, consider using videos or graphics instead of heaps of written content. People don’t like to read, but prefer to be shown how things work. A picture is worth a thousand words, a video is even better.

 

6. WRITE WITH YOUR CUSTOMER IN MIND

In order for your customers to find your FAQ content, you’ll need to speak their language. Search phrases used by your customer may be very different than what you or anyone within your company might use. Avoid jargon and industry-specific terms and make your text clear and concise.

 

7. OPTIMIZE FOR SEO

FAQ SEO

Last but definitely not least: Make sure that every individual question and answer is optimized for search engines. Any customer should be able to find your FAQ page from your home page but allowing them to find their answers directly from Google, Bing, or any other search engine will make it even easier for them. They should be able to directly find an answer by putting their question in a search engine. Not too many people will go to your website, and then try to find the FAQ page, which is often hidden or not one of the first pages in your menu structure. To get started with the basics of SEO, follow this link.

If you follow these tips and build your FAQ page accordingly, your customers will thank you. Need more help? Contact us to talk about how we can help you set up a great FAQ page.

 

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Bart Kuipers

Bart Kuipers

Marketing Lead Bart works from the Netherlands where he’s always on the hunt for that one opportunistic keyword while tweaking his meta descriptions and obsessing over click-through-rates. When he’s not knee deep in Google Analytics data, Bart likes to unwind by going for a run or firing up the PlayStation.

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