How to Use FAQ Content on Your Website to Reach, Educate, and Convert Customers

By Raubi Perilli

      Jul 14, 2022     Solutions    

One of the main purposes of a business website is to help customers learn more about your brand and guide them toward working with you -- which is why it's a good practice to answer frequently asked questions on your website.  

FAQ content on your website helps audiences quickly find the information they need as they decide whether or not to do business with you, and FAQ content can do even more than that.  

Let’s look at what FAQ content is and how your brand can use it to reach, educate, and convert customers all while supporting your marketing, sales, and customer support teams.

What Is FAQ Content?

FAQ content is a section or page on your website that provides concise answers to frequently asked questions.

The questions may include inquiries related to your specific brand and offerings, such as “How do I prepare for my spa day?” on a spa website. Questions may also relate to your industry as a whole, such as “What are the benefits of a massage?”  

FAQ content is often displayed as:

FAQ pages. FAQs are compiled on a designated landing page or directory. FAQ pages are often used by tech and software brands that have a lot of customer service and product-use questions. To create a good FAQ page:  

  • Separate FAQs by categories. If you have a lot of questions, break the page into sections or consider creating separate pages for each topic.
  • Incorporate a glossary with jump links that take audiences to the section they need.
  • Provide a search field to help customers enter their question and quickly find an answer.

FAQ sections on landing pages. Landing pages are stand-alone pages that educate audiences on a specific product, service, or topic. FAQ sections on landing pages are often added at the end of the page and sometimes use an accordion design so users can click to open answers related to the page’s topic.  

FAQ sections on blog posts. Blog posts typically include more long-form content than a landing page. To add FAQ content to a blog post, use an FAQ as a subheading and provide the answer in the content below.  

These are just a few examples of how to use FAQ content on your website. These are not defined rules. You can mix and match the type of FAQ content you use on your site.  

Related: How to Launch a Content Marketing Plan That Leads to Real Results

The Benefits of Using FAQs on Your Website

Audiences use your website to gather information as they decide whether or not to do business with you. FAQ content supports this process in multiple ways -- and it can even help support customers once they decide to buy from you.  

FAQ content on your website comes with the following benefits.  

  • Educates and helps your audience find information about your brand, products, and services
  • Moves audiences through the buyer’s journey
  • Decreases stress on customer support and sales teams by reducing the number of inquiries they receive
  • Supports your sales and marketing team as they can use and refer to FAQ content when creating campaigns and sales materials
  • Improves organic SEO visibility as it can increase search rankings and lead to featured People Also Ask (PPA) rich snippet search results
  • Helps more potential customers find your brand through search

Related: My New Website Doesn't Show Up in Search. Why?

How to Use FAQ Content on Your Website

There are many benefits to using FAQ content on your website. It benefits your team as well as your customers.

So, how can you get started with creating this content for your site?

#1) Compile a list of frequently asked questions.

Start by gathering a list of the most frequently asked questions related to both your brand and your industry. To gather questions:  

  • Talk to your sales and account managers.
  • Survey your customers.
  • Search chat logs and support tickets.
  • Search for your main keywords on Google and review the People Also Ask (PPA) rich snippet search results.
  • Conduct keyword research to find questions related to your target keywords.
  • See what questions people are asking on Quora and Reddit.

To make sure you don’t miss any questions, outline your sales funnel and add FAQs that support each phase of the buyer’s journey.  

Related: How to Create Effective Copy for Pages on Your Website

#2) Provide accurate, complete, concise answers.

The format of FAQ content is typically a question followed by a short answer. FAQ content is meant to offer the most concise, clear answer. Keep the following best practices in mind as you create your FAQ content.  

  • Work with your team to answer questions. Bring in your product, sales, marketing, and operations team to ensure that your answers are 100% accurate and aligned with brand messaging.
  • Stick to about 2-3 sentences per question. FAQs typically aren’t meant to be long-form content. They provide a quick answer to a question.
  • Add links to more information. To keep answers short, utilize linking to drive audiences to other pages or FAQs where they can get more information. This process is good for both user-experience and SEO as it provides relevant linking across your website.

#3) Markup your pages with FAQ Schema.

If you want to attract search engines with your FAQ content, set it up using FAQ Schema.  

FAQ schema is a form of structured data that you add to the back-end of your website to share additional information with search engines. FAQ schema helps search crawlers identify and understand the FAQ content on your page. Follow Google’s guidelines for FAQ schema to format your content to increase your chances of showing up rich snippets on search engine results pages.  

Related: How to Build a Content Strategy for Your Website

Create More Useful Website Content

FAQ content is just one way to improve your website content to make it more likely to reach, educate, and convert customers.  

For more advice on how to optimize your website to reach more customers in search, generate more leads, and drive more sales, let’s talk. Schedule a call with the local marketing experts at MyArea Network to see how our team can update your website to make it more useful for your business.  

Contact us today to schedule a discovery call for your local brand.