Including a Frequently Asked Questions (FAQ) page on a business’s website can be a great time saver for businesses who deal with repeatedly asked questions from customers and clients. However, FAQ pages can be quite tricky to optimise properly. Usually, the best approach to optimise these pages correctly is to pay closer attention to the customer’s experience with the business.
Talk to customers about their questions
For a business to understand and include the questions and answers customers want to see on a FAQ page, the business needs to ask its customers. To receive this information directly, a business can:
- Ask customers next time they make a purchase or make an in store visit
- Talk to those who work in the business or in the business’s sales team
- Ask customers indirectly via an online survey
Identify long-term keywords that are in customer questions
The keywords on a business’s FAQ page need to support the questions customers want answered, just as customer questions should support the page’s keywords. If you have a number of customer questions regarding your returns policy, include words such as ‘returns or’ ‘reshipping fees’ on the FAQ page. When determining what long tail keywords to include, more information is always best. Talk to the business sales team or employees about the types of questions people ask or need to know about the business’s products or services.
Don’t forget to update your FAQ
Once a business publishes questions to their FAQ page, it is important to conduct further research into whether or not customer questions were answered accurately online. Using the information gathered from talking to customers and employees, a business will know if their FAQ page contains the right questions and answers, or if it still needs improvement. Businesses should also keep an eye on the keywords they use. Customer trends can change so it is important that a business uses the right terms in its content to ensure it continues to phrase customer questions correctly.