If you’re looking for some strategies to boost your organic listings AND improve the user experience of your website, creating a Frequently Asked Questions page is a smart move. Here’s why:
- If you answer the questions your target customers ask on Google, you’ll naturally attract more traffic.
- FAQ pages are often stickier than other web pages. And because Google monitors the behaviour of your visitors, tactics that decrease your bounce rate are always a good idea.
- A quality FAQ page will be shared, bookmarked, used as a reference tool and help raise your profile within your niche. In turn you’ll build your credibility.
But in order to take advantage of these juicy benefits, you need to get the structure and content of your page right. Here are four top tips to get you started:
Layout your page so it’s accessible and highly readable:
Beware. Don’t allow your FAQ page to turn into a jumble of incomprehensible, inaccessible content. Instead, tweak the layout to ensure questions flow logically, are easy on the eye and allow readers to quickly pinpoint what they want to know.
- Add a link to your FAQ page from your main navigation bar.
- Write your FAQs in a question and answer format and use font, colour or design to distinguish the Qs from the As.
- Sequence the questions so they have a logical order. For example, place the most important questions at the top, with supplementary questions further down.
- If you’re covering a variety of themes, consider grouping your questions by category.
- Scrolling through endless rows of text to find an answer can be a turn-off so aim to keep the page short. And if you have a large number of questions, make the content more accessible by:
- Adding a search bar to allow visitors to search categories and sub-categories
- Using a ‘reveal” plug-in on your WordPress site such as Collapse-O-Matic.
- Linking a question at the top of the page to an answer further down
- Add a link that returns readers to the top of the page after each question
- Finally ensure the page supports and enhances the rest of your website. Random FAQs created for the sake of Google are a complete waste of time.
Create quality content that matches what your audience is looking for:
A good FAQ page will answer the questions your target customers are asking. In turn, they allow you to get subtly involved with your customer’s buying journey. And given customers could be 60-70% of the way through their decision-making process before they speak with you, it’s a smart move.
- Do your research. Find out what customers are typically searching for and address those in your FAQ page.
- Don’t be restricted to FAQs about your products or services. You could also create educational content to demonstrate your niche knowledge.
Tweak your content and layout for maximum SEO value:
As with any content creation, your aim should be to serve your customer first and then tweak to satisfy Google. That said, FAQ pages offer some great SEO benefits so here are some key aspects to consider when creating yours:
- Incorporate a key phrase into your H1 page title.
- Naturally integrate keywords and keyword phrases into your answers.
- If possible, include long tail keywords in your questions and answers. It’s a great way to pick up highly targeted traffic from niche, uncompetitive search terms.
- Use rich text snippets to influence your click-through rate and standout in the SERP results.
- Start by listing all your questions at the top of the page (this enhances your user’s experience because they can see at a glance if you’re going to provide an answer to their question).
- Underneath this, write each question again using an <H2> heading tag.
- Next, write your answer below – it’s good to naturally incorporate your keywords and keyword phrases here.
- Finally add links from the questions at the top of your page to the corresponding <H2> heading tag and answer underneath. This creates descriptive anchor text that has the potential for an enhanced Google listing.
Incorporate the page into your sales process:
A good FAQ page will showcase your expertise and provide your target customers with the information they’re searching for. As a result, they can help nudge prospects further down your sales process. Here are some tactics you can deploy to help with this:
- Naturally weave in a call to action, add links to your products and services page and invite readers to contact you for more information.
- Add a contact form to the bottom of your FAQ page and encourage visitors to get in touch if they haven’t found what they’re looking for. This alone could increase your response rate AND provide you with valuable intelligence about what your page is missing.
- Ensure your contact details are highly visible so visitors can get in touch if they wish to.
As you can see a good FAQ page can add a lot of value to your website.
Not only will it enhance usability, but if you naturally incorporate SEO elements, you could see your rankings and click-through rate rise.
Over to you:
Do you have an FAQs page on your website? Why did you decide to create one? What benefits have you realised? Please let me know in the comments below.