How to Create an Effective FAQ Page (It’s Actually Easier Than You Think!)


You know what’s better than a dinner with Warren Buffet at the Ritz Carlton?


No it’s not a dinner with Elon Musk, you almost got it right.


You wouldn’t believe it, but it’s learning the secret to creating outstanding website pages.


It’s the type of FAQ page that inspires a target audience-- the one that gets their blood rushing and awakens a desire in them to let go of mediocrity and carries them in a euphoric rush to your landing page where they convert into long term clients.


Though I've never met Warren Buffet ( at least not yet), and though he's never said it, I'm sure deep down he shares the beliefs I subscribe to.


Give a man fish and he’d be fed for a day, teach him to build an outstanding FAQ pages, and you'll feed him for life.


First Things First: What Is an FAQ Page?


Imagine you've been held at a corner with a gun pointed to your head. But rather than asking you for money, your assailants want to know just one thing: What does FAQ ("eff-ay-que") mean? Chances are, you'll buy your freedom without a single stutter.


That's how straightforward the meaning of "FAQ" is.


It simply stands for "Frequently Asked Questions." More specifically, an FAQ page is a bank of value-packed, highly-requested information about your services, products, or processes.


It's that part of your website where clients can delve into the finer details of your service or product, away from all salesy language in your homepage and landing pages.


Unlike the rest of your website content, an FAQ page requires some TLC (yup, it's that needy). So you must keep feeding it with all the latest info and data.


Benefits of Having a Well-Written FAQ Page


If you've been in the digital marketing realm for long enough, you might have heard all kinds of misconceptions about FAQ pages.


"They are too clunky…."

"They are overrated…."

"They are not nearly as effective as landing pages…."


Well, here's the thing:


The average visitor spends around 5.59 seconds looking at a website’s written content. Where would they rather spend these precious seconds—on a blog about some product that they probably don't even need (no offense) or a page where they could find answers to all their teething questions?


I rest my case.


However, if you need a little more convincing, here are a few reasons to have a well-written FAQs page on your website:

  • It saves you time

Plenty of time, actually. If you spend hours answering customer support queries on social media, email, or elsewhere, then an FAQ section can be a real timesaver. And didn't someone say that time is money?

  • It pulls in more website traffic

As I mentioned, clients love it when all the answers they're looking for are under one roof. A happy client will tell another, that other one will tell another, and before you know it, you have hundreds of visitors trooping to your site (name a better feeling, I'll wait).

  • It ramps up sales.

Customers often have their fair share of pre-purchase concerns and fears. A well-written, carefully optimized FAQ section puts these concerns at bay, for good.

  • It paints you as an industry expert

Being an industry expert has long been your dream. You fantasize about it often. You lose sleep because of it. All you ever want is for your website to become the Airbnb, the HubSpot in your space.

Well, an effective FAQs page gets you closer to that dream. It shows your customers you care about their pain points so much that you've dedicated an entire section just for them.


The end result? They'll start treating your site as a professional, valuable, and dependable source of industry info.


7 Tips For Crafting a Well-Optimized FAQ Page


Congrats for making it this far.


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Just goes to show that you truly, desperately care about your customers' pain points. And that's what sets apart great marketing managers from mediocre ones—the willingness to go all the way.


Now without further ado, let's look at how to craft powerful, wow-worthy FAQ pages (it's easy, like I promised!).


1. Call it an FAQ Page… Anything Else is a Recipe for Disaster!


I don't mean to be rude, but what the heck is a "More Info" or "Good to Know" page?

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For some reason, marketers like overcomplicating even the simplest of things. Laughable, really.

Don't fall into that trap.


Name your FAQ page appropriately. No need for the fancy and otherwise needless titles.


It's okay to put this section on your Contact page, but make sure it's visible enough. Perhaps include it somewhere on the website footer or navigation bar.


2. Keep It Conversational. Like Really, Really Conversational


It's not like you are writing down an obituary or some terms and conditions. It's a page about questions and answers, for heavens sake!


So aim to make it as conversational as possible.


FAQs that sell typically follow the basic question-answer structure. No dull language. No ho-hum tone. Just a simple, lively conversation that provides solid, well-thought-out answers.


To make this a reality, first think about the demographic you're targeting. Put yourself in your audience's shoes. Can you hear the questions in your own head as you read them?


So, rather than having a drab title like "More Info Here", purpose to inject some character. Use something along the lines of "How Can We Help?” You Tube does an excellent job of this with their FAQ section.


3. Layer it Out, then Break it Down


Those who've created a FAQs page before will tell you that it's comfortably one of the most difficult content to categorize (after a PDF, of course).


That's not even the worst bit, this is: Users typically read only 20% of a webpage. Sucks, I know.


Fill your FAQ page with jumbled, poorly arranged, clucky copy, and you can be sure clients won't look at it twice.


Organize your frequently asked questions into distinct, meaningful categories, and you can sit back and watch customers troop to your site in numbers.


The choice is yours.


While at it, consider adding a search bar for easy navigation. There's always a little wriggle room for those who like to showcase their artistic side, so feel free to add a subtle design. Keyword: subtle.

WhatsApp’s FAQ section is a great example in this regard. It’s clean, conversational, distinctly categorized.


4. It's Always About the Customer, Always


I'll put this out there in the open:


An FAQ page is not an "About page."


These two are worlds apart, like you and your crush.


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Okay, my point is, a FAQs page shouldn't be a dumping ground for biased and irrelevant information.


Rather, it should be driven by the customer, for the customer. All the questions in your FAQ section should be clear, concise, and relevant to the customer's needs.


In the spirit of being customer-centric, structure your questions in first-person form. This way, you'll make more sense to the reader, eliminate confusion, and effectively meet your SEO goals (FYI, what people type into Google is actually in first-person mode).


The customer-based, solution-focused approach to writing FAQs has worked for other brands in the past, why not yours? And why not now?


You can use this approach to encourage and reassure skeptical first-time customers, or better yet, "push" prospects deeper into your sales funnel.


Take McDonald's, for example. They know that customers have A TON of questions about their products.


And what have they done in response? You guessed it—the brand has dedicated an entire section of creatively woven, value-packed articles based on the most common user concerns. This, right here, is FAQ redefined!


5. Hit the Nail on the Head…Actually Answer the Questions!


Like I mentioned before, users don't have the luxury of time.


Some have pets to take care of, places to be, and dates to go to. Save them a wild goose chase and actually answer the questions.


If and whenever possible, answer the question in the FAQ question without linking away to another page. If you must link away, let it be about additional information, not the actual answer.


Which one among these FAQs is more useful?


A: Find our SEO marketing course here (link)


OR


B: We have a comprehensive SEO marketing course going for only $100. In it, you'll learn the nitty-gritty of SEO marketing, including how to create killer website content and FAQ optimization basics. Feel free to shoot us a message if interested.


I'm willing to bet my five bucks that you'll go with option B. So will your customers.


6. Ditch the Jargon… Even the Name itself Sucks


Whoever came up with the word jargon to mean "confused unintelligible language" must have been a jargon addict themselves. Not cool, not cool at all.


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But that's beside the point.


Here's the thing:


One reason why FAQs pages are so effective is that they match what users are already asking or thinking.


So instead of flexing your grasp of jargon, use terms and vocabularies that your audience is already familiar with (unless, of course, you're in it for charity).


In other words, use simple, straightforward language. Thank me later!


7. Inject Some Bit of Verve and Personality


High-five for making it this far.


But there's a question you can't seem to shake off your mind:


"While I agree that an FAQ page should be simple and conversational, does it mean that I avoid using my tone of voice altogether?"


The short answer is no.


There's no better place to showcase your tone, voice, and brand personality than on the FAQ page.


This space is typically dull and dry, so injecting a bit of energy can be a pleasant surprise for most visitors. Some might even pitch camp around your website (think: blog, newsroom, etc.) just to get a taste of your unique and engaging tone. Talk about killing two birds with one stone!


The FAQ page on Pretty Little Thing particularly stands out for its personality and energy. Have a look below.

Hit a Dead End? Let a Freelance Copywriter Do it For You


As I end this blog, I'm convinced that you're cut out for greatness, but as you well know, nothing good comes easy.


Being a powerhouse in your niche takes more than just a few pennies' worth of marketing. It takes true grit, and a willingness to continually provide well-thought-out, simple, effective answers to your customers' most pressing questions.


Want to craft an effective FAQ page but don’t know where to start? Let a professional freelance copywriter get to work for you.


I’ve written so many outstanding FAQ pages that they’re almost like a formality to us. But that doesn’t mean I relent on quality. No, not at all. Every FAQ page I handle is a chance to bring our clients’ content marketing goals to reality.


Once you given the green light, I’ll go ahead and create an FAQ page so good that your competitors will use it for reference—time and again.