FAQs have been considered a “must-have” page on websites for several decades to help potential clients learn about your company and decrease purchase anxiety. Having a FAQ page also saves you the time of having to answer the same, repeated questions, and it’s also a great place to capture voice search queries for your company and potentially, trends in your industry.

If you don’t have a FAQ page, create one with your customers in mind. FAQs are an effective and easy-to-use tool to navigate your website and answer the basics. Answering frequently asked questions lead lookers and buyers to a call to action: purchase, learn more, click on a white paper or blog post, or get in-depth information about a certain product page. At the same time, FAQs improve user experience and keep you clicking within the website, so they stay longer.

Here are 3 Quick Steps to Get You Started on FAQs:

1. Create a list of questions you hear often. These are the questions you feel like you repeat the answers to every single day – the ones that you have a canned response for since you get them so often. If you have more than 20, put them in categories to make it easier for people to navigate. A confused mind never buys, so build a FAQ page with intention.
2. Write a blog for each answer. If you’re an avid content creator, you’ve probably written blogs on some of these questions. Building a page for each question is one of the ways to boost organic SEO. It’s the Age of “Alexa” not Aquarius, and asking questions on your search bar, Smart Speakers, and by voice search on mobile will direct consumers to what they’re looking for. Create content that will move you up the Google scale.
3. Link the question on the FAQ page to the blog that answers that question. Rather than answering every question on your FAQ page, direct viewers to your own content which cites you as a go-to-expert and resource to solve your customers’ problems, both of which create value. FAQs also provide an opportunity for others to learn what you stand for and why you’re in business. Linking back and forth on your website also creates a host of internal links, boosting SEO juice again.

You can, of course, take this a step farther by researching what questions people may have about your business, similar businesses, and your industry as a whole. Not sure what questions to ask? Take a tip from a pro and look at your competitors’ FAQs for ideas. (I won’t tell.)

If you want to take your FAQ marketing strategy to the next level show; don’t tell. Use photos, illustrations, and better yet, video to answer the questions. This rich content helps your customers and enhances SEO even more. To be even more effective and boost visibility, make sure to drop your keywords a few times on each page, in the content and the tags.

Lastly, you have to decide where to put your FAQs on your website. Usually somewhere in the menu navigation is fine, but there are other considerations. If your small business is heavy on customer service, consider incorporating your FAQs as an interactive part of your ticketing system, like you can with Zendesk Guide for example. If you have a product that you know people have a lot of questions about, include some of the FAQs at the bottom of the product page, to make answers accessible.

At the end of the day, you know your business and what’s going to work for it. Hopefully, this marketing tactic can help you gain visibility, credibility, and a boatload of sales.