How to Write Great FAQs
Why Should I Write FAQ’s?
There are several reasons you might want to have an FAQ page on your website. Maybe you repeatedly get asked the same questions from your customers, or your customer support team is swamped.
A good FAQ page can also enhance your online visibility – Search Engine Optimization (SEO.)
- Search queries are increasingly made with voice commands to phones, so more and more Google searches are in question format.
- If you are a local business, you can add your FAQ’s to your Google My Business profile and enhance your local search presence.
- You put yourself into position to “win” an Answer Box search feature, as shown below. If Google decides to show an Answer Box in response to a search query, it will appear above all other features except for ads.
What Should I Write About?
What questions do your customers ask you all the time?
Save yourself and your customer time by providing answers to commonly asked questions.
What questions do people ask during internet searches?
- In Google, ask a common question related to your business. Usually there will be an answer box, followed by “People Also Ask” questions. Look at these for more inspiration.
- At the bottom of most search pages, there will be a section called “Related Searches”. Think about these other search queries and how they could relate to your business.
- Rinse/Repeat. Take some of the new questions, and see where they lead you.
What do people need to know about your products/services before deciding to buy?
Take on the beginner mindset of someone who might be interested in buying what you offer. What might they want to know before deciding? What is making them hesitate about from buying? Helping people learn is a great way to become a trusted expert while building engagement.
Check out Answer The Public for more ideas.
Tips for Writing Great FAQs
– Use a question format for the Question part:
Good – How do I get a refund?
Bad – Refund policy
– Start with a question word: How, Can, Why, What, When, Where, etc.
– Use “I” rather than “you” in your question:
Good – How do I get a refund?
Bad – Here is how you get a refund.
– Keep your answers short, but answer the question completely.
It may be tempting to simply include a link to a page where you have already answered the question. It’s OK to include a link within your answer, but include more than that. At the same time, don’t ramble on for more than a paragraph or two.
– For a Yes or No question, start with either Yes or No:
Good – Yes, we give refunds and our process is…..
Bad – Our refund policy can be found at this link
– Use conversational language, not technical jargon
Good – Write in a conversational language, as if you are speaking to an actual customer.
Bad – Write your informational answer text to a level 8 using the New Dale-Chall Formula.
– Actually answer the question. Don’t try to sugar coat it, deflect, or mislead.
– It’s OK to show some personality!
My assistant Jasper (pictured above) may not appreciate the value of writing FAQs, but I highly recommend them!