FAQ Pages for Conversions

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One of the important elements of a company’s website is the Frequently Asked Questions (FAQ) page, which helps with a company’s customer conversion journey. Any consumer that opens up that page has already identified a need for whatever a company is selling, and has entered the consideration stage of the purchasing journey. The FAQ page can provide the consumers with information that’s required to finalize their purchasing decision.

Unfortunately, many companies overlook the importance of the FAQ page, or simply add the page as an afterthought as opposed to creating a page that’s going to generate more conversions. A company’s FAQ page should have a purpose, which means businesses shouldn’t simply add a FAQ page because it’s going to fill up space and is a requirement. Creating an FAQ page should be intentional.

Although most companies should have their own FAQ page on their website, sometimes those that include it can do more harm than good if the page doesn’t have clear intentions for the consumers. It’s possible for an FAQ page to drive consumers away from making a purchase, especially if the common questions that visitors have aren’t answered on them.

Asking the Right Questions

Adding any irrelevant or useless information to an FAQ page can only confuse visitors, and those visitors are going to have a difficult time finding the information they need and getting answers to the questions they have. That’s why companies should have questions that relate to conversions. To do that, businesses have to deeply understand their target audience. Another way to learn which questions consumers are asking is to look at comments and questions from customer emails, live chat, phone support, submission forms, and social media.

There are companies that have a well-designed, user-friendly website, but for which the questions on their FAQ pages are terrible. Somewhere along with the creation of their website, the company lost the meaning behind this important page, and they started treating it as an unimportant addition to their website. Anything that’s related to where or when a company was founded and details about the CEO or employees don’t belong on an FAQ page. Those go to the “About” page of the website.

Navigation

Like the rest of a company’s business website, an FAQ page should be simple to use and navigate in order to create an intuitive experience for consumers. While a company might have great questions and answers on its page, if the visitors can’t find the page in the first place, it won’t be utilized properly. That’s why companies should do their best to emulate an in-person shopping experience with their website. There’s no need to make consumers hunt for the information they need.

In a physical store, when a customer has a question all they need to do is find an employee and ask them. While there are times when an employee might have to direct a customer to a different department, in the end, the question is going to get answered in a timely manner. All of those reasons are why companies should have FAQ pages that are easy to navigate, frictionless, and make it so all the information a consumer needs is easy to find.

Ronn Torossian

Ronn Torossian is the founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals in the company’s headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.

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