October 13

How to Build a High-Converting FAQ Page


Alchemy Muse

FAQ: How to Build a High-Converting FAQ Page (2022)

FAQs or frequently asked questions are a goldmine small businesses cannot afford to overlook.

 Every small business, online business, and independent wants more customers or more sales.

 You constantly struggle with time to create content, do marketing, and get new business.

Juggling this with actually doing the work and running the business is a challenge for anyone.

The effect of an optimized FAQ on SEO, conversion, and traffic may be the answer.

 You need to make maximum use of all resources to get business with less time and less effort.

Did you know you have a powerful conversion driver right under your nose? 

Boost your online business or small business with FAQ pages

Use FAQ pages throughout your website to answer potential questions.

Source: PNGtree

Most businesses are not taking advantage of its ability to convert. This magical conversion tool is the FAQ page.

 Independents and small businesses must make every inch of digital real estate count. They don't have time or manpower to waste.

In this post, we will outline the benefits of building a conversion-focused FAQ page. You'll learn how to create an effective FAQ right away.

What is an FAQ Page?

FAQ or Frequently Asked Questions pages answer common questions about your business, product, or service.

Some companies call this a help or support section. An FAQ can be a self-service knowledge base for customers.

It is a quick and easy way to find answers to questions and help them perform tasks.

FAQ pages can improve user experience by helping customers navigate more easily, and understand your company and product.

An FAQ page can help customers get better use of your product or service.

It can help prospects see how easy it is to use and how easy to find what they need and get answers.

Do You Need an FAQ Page?

FAQ pages are a great way to provide answers to common customer questions. Anything that reduces customer service time saves money.

Because FAQs make the website visitor experience more pleasurable.

Customers and prospects feel more secure when they know they can easily get what they need on your website themselves.

FAQ pages are not new, but there is a growing trend of users expecting and relying on an FAQ as a service. 

Providing an FAQ page is a service to customers, prospects, and website visitors.

Lots of information

Make help info accessible wherever needed.

Source: PNGtree

Where Can You Put an FAQ Page on Your Website?

Two website best practices give us an easy answer to where to put the FAQ page.

#1.  Put things where people can easily find them.

Website navigation can ensure an FAQ is easily found.  This could mean a static menu link on the main menu, sidebar, or footer.

Enter your text here...

#2.  Put things where people need them. 

Put links to the relevant FAQ page on other website pages as text links, call-outs, hovers, or widgets. Don't make people leave the page they are on to search for an answer.

Benefits of FAQ pages

FAQ Pages benefit customers, conversions, and SEO.

Source: PNGtree

Why build a FAQ page? The Benefits

The Purpose of an FAQ on Your Website

FAQ pages are one of the most important aspects of any website. They serve as a quick and easy way for customers to get information.

They improve user experience and customer satisfaction. They reduce customer service and thus expenses. They also serve as a conversion point.

  • FAQs are an effective point of contact. This gives you the opportunity to discover needs and convert sales.
  • FAQs can point the visitor toward additional resources or supplemental materials.
  • FAQ pages tend to rank well in searches. This gives you more leads and supports your website SEO.
  • FAQs can point inquiries to new business opportunities that satisfy those needs.
  • A simple call-to-action button (CTA) after revealing a productized solution can directly convert sales.
Buffer FAQ Page Design

Buffer has an attractive, organized design that is easy to follow.

Source: Buffer

FAQ Pages Improve Customer Experience and Customer Satisfaction

  • FAQ pages are a great way to provide valuable information to potential customers.
  • Make sure your FAQ page is always kept comprehensive and current.
  • Keeping your website up-to-date and relevant to your target market is another great benefit of FAQ pages.
  • By answering common questions that consumers might have, you can keep them engaged with your business.
  • People are not willing to waste time searching all over a website. If they can't find what they want quickly and easily, they will bounce.
  • FAQ pages are one of the most valuable assets on your website, so make sure to use them to their full potential.
Conversion Optimized Web Pages

It pays to optimize FAQ pages for conversions.

Source: PNGtree

FAQ Pages Can Lead to Conversions

  • FAQ pages also help you drive leads and increase conversion rates, making them a powerhouse of online marketing strategies.
  • Helping prospects find the information they're looking for quickly and easily can boost conversions.
  • You're likely to convert more visitors into customers if they can easily find what they are looking for.

Are FAQ Pages Good for SEO?

  • FAQ pages are great for website SEO. FAQ pages tend to rank well in search engine results pages (SERPs). This is due to their high-quality, user-centric content.
  • FAQs help users find what they're looking for quickly and easily. That is something search engines want.
  • FAQs need to be kept up-to-date. That fresh content also helps the page's search rank.
Question & Answer Page FAQ's are of great value to users

Use a simple Question & Answer format for FAQ pages.

Source: PNGtree

How to Identify the Best Questions for Your FAQ Page

FAQs are a great way to provide valuable and actionable information to your visitors. Following are what questions to put on an FAQ page, and where to find questions customers need answers to frequently.

What Questions Belong on an FAQ Page?

Research common questions from customers and prospects. There is no need to include outliers- those odd one-off questions.

You also want to include questions that come up in the buying process. Include things people get confused about or frequently misunderstand.

  • Vital Information - all the stuff that you know they're going to need
  • Common questions of customers and prospects
  • Questions people ask when making a buying decision
  • Questions about things that frequently confuse them
  • Myths and misconceptions
  • Objections

Where to Find Customer Questions for Your FAQ Page

  • Before you start creating your FAQ, it's important to identify the topics that are most relevant to them.
  • You want to create a complete database of questions your users, customers, and prospects ask.
  • You also want to put those questions in the language they use to ask them.
  • This means doing a little research. Ask staff, review service databases and reports.
Go to the source for customer questions: service and support

Go to the source for customer questions: service and support

Source: PNGtree

List of Sources of Questions for Your FAQ Page

Go Directly to the Source

Customer service agents, support staff, and help desk always know what people have trouble with repeatedly. 

 This is the best source for common questions specific to your business

You can get this information from service records and databases, or you can interview customer service agents.

Frequently Asked Questions from Competitors’ Websites

The comments section of competitor websites as well as the competitors' Facebook and Twitter pages are a good source of questions. 

 These questions can be collected easily by using an SEO tool.

 You will find questions that are specific to the industry or type of product/service.

You may also find questions about specific competitor products.

 This can give you competitive knowledge of other products and the problems or questions relating to them.

Frequently Asked Questions on Google and Quora

Google Search will show the top questions people are asking related to that search term.

 Google Trends can help you understand what topics are being searched for on the internet. This could reveal common questions, issues, or needs.

 Quora is a resource for questions that are being asked. You can also get insights into the answers that serve them best.

 Answer the Public gives you all questions being asked on search and the search volume.

 SEO Tools can provide you with questions being asked in search on a keyword.

Honeybook-The Entrepreneurs Business Management Dream Tool

Source: PNGtree

Tips for Writing an FAQ Page

To create a high-converting FAQ page, it's important to focus on the target audience.

The research involved in creating a great FAQ page will give you insights into your audience.

Here are some tips to write a winning FAQ.

  • Match each question with a keyword to make it searchable.
  • Make information easy to find wit organization and design
  • Use the words that customers use.
  • Write FAQs clear and to the point.
  • Write simply. It must be quickly grasped by anyone, even a 5th grader.
  • Write high value answers - let them learn.
  • Optimize questions and answers for research.
  • Keep the FAQ relevant.
  • Keep the FAQ updated.
  •  Make the FAQ easily scannable by humans.
  • Keep the answer is tightly focused, specific.
  • Keep the answer on target. Off-target answers are frustrating.
  • Avoid tangents and digressions.
  • Avoid jargon and technical terms.
  • Use short sentences and short paragraphs.
  • Use step-by-step procedures.
  • Include screenshots or illustrations where possible.
  • Place the most relevant questions at the top of the FAQ.
  • Enhance the FAQ with helpful materials: videos, tutorials, infographics, images.
  • Provide specific examples in the FAQ.

How to Design a Quality FAQ Page

Here are some tips on design and layout to make your FAQ page user friendly and enjoyable.

FAQ Page Search Bar at the Top - Best Practice

FAQ Best Practice: Put a Search Bar at the top of the FAQ page.

  • Make the page look professional yet engaging.
  • Keep the page simple in appearance.
  • Use expandable text (accordion style) to reduce visual clutter.
  • Use visually easy navigation with obvious links and buttons.
  • Organize questions by category.
  • Break the FAQ into sections with a table of contents.
  • Include social media share icons on the FAQ page.
  • Put a search bar at the top of the FAQ page.
Infographic FAQ page

Infographia's FAQ page is simple and organized with accordions.

Source: infograpia

How to Build an FAQ Page: Step-by-Step

Step 1: Research Common Questions for Your FAQ Page

  • Compile a list of common questions
  • Eliminate duplicates
  • Revise questions for clarity & simplicity
  • Optimize questions with keywords
Heros Themes shows FAQ organizaiton

Hero Themes: How to Structure and Organize FAQs

Step 2: Organize the Questions

  • Organize the questions into categories
  • Organize the categories by importance
  • Subdivide categories into sections if that would be helpful
  • Organize the questions by importance or logical order
TCL FAQ Page with simple categories and resources

TCL uses a simple linear set of categories with simple visual examples. Beneath are multimedia tutorials for resources. A simple page. A lot of impact and usability.

Source: TCL

Step 3: Research Answers to Questions

  • Gather input from relevant sources (i.e., tech support, customer support, etc.)
  • Edit your answers for clarity and simplicity
  • Optimize answers with keywords
Research FAQ Questions

Research FAQ Questions.

Source: PNGtree

Step 4: Design the FAQ Page

  • Plan the visual layout of information on the page.
  • See FAQ page examples below. Typical styles are:
  • a) accordion text list
  • b) Groups (accordions or hyperlinks)
  • Groups (gallery images to an accordion page or hyperlink page)
FAQ Accordion Text Expander

Example of Accordion Text Expander. You can see this in action in the article FAQ below.

Source: Creative Alchemy

Tips for a High Converting FAQ Landing Page

Tips for a High Converting FAQ Landing Page

An FAQ can be a high-converting page.

Source: PNGtree

What makes a high-converting FAQ landing page

There are several factors that impact conversions. 

Review this list before you layout the page design.  

After you create the page use the list to implement improvements.

  1. 1
    Optimize or search (SEO). Expect people to Google questions first or to Google the FAQ.
  2. 2
    Promote the FAQ on email, social media, and with ad campaigns or content marketing campaigns.
  3. 3
    Put a search bar at the top. People must be able to find their answers fast, without scrolling.
  4. 4
    Link relevant internal pages and resources in the FAQ page.
  5. 5
    Use breadcrumbs and obvious links or buttons to make it easy to navigate back to home, account, order page, support, etc.
  6. 6
    Give the FAQ page needs a title, main headline and a subtitle.
  7. 7
    Use SEO-optimized subheads for each question and section.
  8. 8
    Repeat selling points (benefits) throughout the FAQ.
  9. 9
    Refute any possible concerns or objections in the FAQ.
  10. 10
    Apply brand image, voice, and personality to the FAQ page.
  11. 11
    Add a rating button or a "Was this helpful?" below each answer.
  12. 12
    Add social share buttons below each answer.
  13. 13
    Add a call-to-action (CTA) to the page. Use the FAQ to get leads and conversions.
Put a call-to-action (CTA) on FAQ pages.

Put a call-to-action (CTA) on FAQ pages.

Source: PNGtree

Do more with your FAQs

Are you ready to enhance your FAQ page to make it even more useful and appealing? 

How can up make your FAQ page better - give more value to the audience?

Follow the suggestions below.

  • Make sure customers know where to go for more help.
  • Make sure prospects know where to go for sales assistance.
  • Add a comments section
  • Add testimonials
  • Add  an option to provide a review or testimonial
  • Add a contact form
  • Add a "Need Help?" pop-up
  • Add a chatbox.

What's Next?

Now you know all about creating a superior FAQ page.  

A high-quality, conversion-focused FAQ page is well worth the time and effort. 

  • Increase lead conversions and sales conversions.
  • Improve customer experience, customer retention and referrals.
  • Reduce customer service time and expense.

Take a look at the examples below of some of the best FAQ pages. 

It will give you some ideas and motivate you to make one just as good.

Web Page Design and Layout

Web Page Design and Layout

Source: PNGtree

5 Top FAQ Landing Page Examples

Frequently Asked Questions About FAQ Pages

Frequently Asked Questions About FAQ Pages

Source: PNGtree

Frequently Asked Questions

What are some of the best methods for designing a FAQ landing page?

  • Accordion text expanders can add content without adding clutter.

  • Group questions into categories and sections.
  • Gallery layouts and columns provide visual organization.
  • Add a search bar at the top of the page.
  • White space is easy on the eyes.

How can I track which questions my FAQ page is getting the most traffic from?

  • Place a rating on each question.
  • Add a comments section.
  • Take a survey.
  • Check SEO long-tail keyword metrics.

What should I include on my FAQ page to make it more search engine friendly?

  • Keywords
  • High-value helpful users content
  • Easy to read, clear layout with lots of white space.
  • Multimedia and interactive elements so people stay on the page longer.

What are some tips for creating an effective and helpful FAQ page?

  • Find what people have the most trouble with and the exact questions they ask.
  • Provide practical answers that help solve those problems easily.
  • Provide concise answers in easy-to-understand, simple language.
  • Cover needs, concerns, misconceptions, and objections in the FAQ.
  • Make information easy to find with a clear visual layout.
  • Use keywords and a search box to make information easy to search.
  • Use examples, tutorials, visual aids, multimedia, and resource links.

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What are some common mistakes to avoid when building a FAQ page?

  • Jargon and uncommon terminology.
  • Off-target answers: Do not address the question asked.
  • Writing in the words of professionals - not the words the audience uses.
  • Answers that are no longer current and accurate.
  • Questions that are no longer current and accurate.
  • Incomplete information in answers.
  • No supporting information linked to the answer.
  • Content too difficult to understand.
  • Wordy
  • Some questions but not others.
  • FAQ is spawled with unconsolidated same/similar questions.
  • Not adding supportive content like visual aids, multimedia, and linked resources.
  • Visual clutter or disorganization.
  • Lack of keywords and search optimization.

Should I create separate FAQ pages for different sections of my website?

  • Separate a large FAQ into categories and sections.
  • Categories and sections correspond to the same on your website.
  • Link in each website category/section to the relevant FAQ category/section.

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How often should I update my FAQ page?

  • Update your FAQ when anything relevant changes.
  • For example, in software development changes occur daily. In a more established industry not often.
  • If there are no changes add or change resources and check SEO - every 3 months.

What are the best tips for designing a high-performing FAQ page?

Follow the same practices you would for any traffic-focused or conversion-focused page:

  • Optimize with keywords.
  • Address audience needs and solve problems with practical, easy answers.
  • Keyword optimized killer headlines and subheads.
  • Add images, videos, tutorials, examples, and links to resources.
  • Add value with contact forms, live chat boxes.
  • Direct visitors to where they can get more help.
  • Keep the content fresh.

About the author 

Alchemy Muse

Suzannah Saiah is an SEO Copywriter, Content Strategist, and Content Marketer for the fiercely independent minded. She is on a mission to transform mundane information into clicks, leads, and conversions - in a delightful way.


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