The Secret Sauce for Optimizing Your FAQ Page

photo credit: photopin

photo credit: photopin

Having the human touch is a no brainer for companies that are starting out.  It’s undeniable that, cost aside, companies would much rather have sales people closing deals in addition to their support team personally answering every inquiry and problem that arises.

However, many times this model simply isn’t scalable, which is why it is important to have a strong FAQ page.  A powerful (and often underutilized) tool, FAQ pages can be leveraged for both sales and customer service, playing a pivotal role with both current and prospective customers.

There are many reasons why customers would benefit from using your FAQ.  They may be following up from a sales presentation, they may be investigating about how to troubleshoot an issue, or they may be responding to your outbound campaign and are looking for more information.

Thus, its importance on your site is undeniable. Let’s walk through some ideas for how you can better leverage and quickly optimize your FAQ page.

Create Enticing Answers

When customers come to a FAQ page, they’re looking for specific answers like, how to cancel a membership, exact shipping prices, or fees associated with your product.  A yes/no answer is good and all, but having enticing and informative answers allows you to implement selling into your page.

Mix your answers with a catchy CTA.  For example – the FAQ may read, “Is there a deadline to register?” While a yes or no answer will work great here, use this opportunity to implement  Answer: “Register 3 days before the event and save $500.  Register Here!”  Embed clickable links and/or buttons in your answer so that your customer can easily execute on your CTA.

As a side note, don’t worry if you know nothing about programming or design. There are plenty of tools like Button Optimizer, and the WordPress Calls to Action that allow you to create beautiful calls to action for your website.

Search Function = Growth

Adding in search functionality is a must for any FAQ page. This functionality allows them to find information faster and for you to track their search queries, which sheds light on what your customers are most interested in on your FAQ page.

Knowing this information will allow you to improve other sections of your site.  For example, if customers are frequently searching for your return policy on your FAQ page, this should indicate that it isn’t prominent enough on your site, your product needs to be improved, or this question should populate higher on your page.

Allow For Further Reach Out

I’ve been to plenty of websites that have adopted this FAQ model, solely relying on it for their customer support.  I agree with the “let the customer answer his or her own question” approach, but quite frankly, only when it is easy to use.  For example, some sites use a forum as their FAQ, and I often find myself running in circles trying to find the answer to my questions.  To make matters worse, I then discover that there is no “contact us” option.  Chances are, you have been frustrated by a similar FAQ in the past.  Not good.

What makes a well-optimized FAQ forum is having the option to ask the network, but also the ability to call the company directly for more in-depth support.

New Hires are Your Best Friend

As your company grows, leverage the new employees that join your team. During their first week, make sure to set time aside to have them read over the FAQ. The content is new to them and they aren’t indoctrinated in the phrases and acronyms of your company culture. A fresh eye increases your ability to spot confusion and stagnation. Make it an onboarding task to review the FAQs and point out anything that looks a little iffy.

Build in SEO Friendly Words

Many times FAQ pages are like overcooked Yukon Gold potatoes – bland and dry.  By making it SEO friendly you will not only make it easier to read, but you’ll simultaneously boost your SEO rankings.

To do this, make sure each question has words and phrases that relate to your business.  For example, instead of “how does it work?” change it to something like “how does the grocery delivery service work?” This small change makes your content more relatable and relevant to outsiders who might stumble upon your content.

As you can see, having these small additions to your FAQ page will boost your customers happiness, improve the UX of your site, and at the end of the day boost sales.

IMGP2199As a marketing manager at HourlyNerd, Todd Stewart leads the charge in promoting, facilitating, and curating business content for the leading on-demand business consulting platform.  In October 2014, he wrote an eBook for HourlyNerd, LinkedIn, and Hubspot on personal online branding, and in January 2015, he wrote a sales eBook on how to use your 2014 sales data to plan for a strong 2015. Outside of marketing, Todd is an adjunct Public Speaking Professor at Bryant University in Rhode Island specializing in introductory, persuasive, informative, and motivational speaking.  Todd currently resides in Boston, Massachusetts and is a competitive marathon runner. 

4 “MUST DOs” to Drastically Improve Your Website’s On-Page Optimization

SEOThe first thing that most people do when they have a question nowadays is to “Google” it. In fact, that is the way many people research the product or service that they are buying.

It’s the dream of many small businesses to appear on the 1st page of a competitive search term or “keyword” ahead of their competitors. So pay attention to know how to optimize your website for search engines like Google, Bing and Yahoo to find your business.

Generally speaking there is off-page and on-page optimization. Off-page optimization essentially relates to having more back-links to your website. On-page optimization refers to what you can do on your own website.

Here are 4 things you must do to improve your On-Page Optimization:

1. Have different landing pages for keyword themes

If you have keyword themes for your online search strategy, create landing pages such as: one for the main theme (keyword), one for competitor terms, one for each pain point you are trying to solve, etc. By breaking them up into different pages, you not only keep the page uncluttered, concise and easy-to-read, but also potentially be able to rank well on each of those terms.

Having more optimized pages, also means that more of your pages could end up on 1st page. One of my SEO expert partners dominated the first page of search results with high-quality pages containing the main keyword term as well as the other keyword themes, effectively “blocking” out their competition.

Remember to use hyperlinks to link pages within your website (internal links) with relevant terms to improve search results as well. Google robots will navigate from one page to the other and index your pages, checking the quality of content. This will boost the quality of your central pages (mostly the main navigation bar items: Home, Contact Us, About, Services, etc). The choice of anchor texts (what text is seen by the viewer as they click on the hyperlink) can also give you an additional boost.

2. Improve the performance & experience of your website

Google has listed performance and experience as one of the factors in your page ranking. Your website will be heavily disadvantaged if it is not responsive to different devices and screen sizes. You will also be penalized for poor loading speeds and poor site navigation (leads to high bounce rates too).

So add to your to-do-list to make your site mobile-friendly, check your hosting for speed and get a WebMaster account on Google and Bing, to submit your sitemap.

Try these Free Tools: Page Speed Testing, Mobile-Friendliness.

In fact, the performance and experience of your website also controls the quality score when you are doing paid advertisements, so it is worthwhile to invest into improving the performance and experience of your site. <Read about: What is Google Quality Score? What is Bing Ads Quality Score?>

Good Work3. Use WordPress SEO Yoast for page and post optimization

If you like most small businesses use WordPress as your CMS, a very useful plugin is SEO Yoast, which helps you to optimize pages and posts. It gives you a “green” light if your post or page is optimized.


There are a few factors:

  1. Starting with the URL Permalink: the keyword should ideally be part of the URL.
  2. Put the keyword in the Title of the page if it appears should be natural and not forced.
  3. The use of <h1>, <h2> …  sub-header tags is a minor advantage, and should be used logically. The keyword should not appear unnaturally in all sub-headers.
  4. While the Keywords should appear in the article, there is no fixed rule for how many times it should appear a.k.a. “Keyword Density.” In fact over-using the keyword may lead to penalties. According to an expert I consulted, Google may also compare it with “similar” businesses to check for a usual ratio of keywords.
  5. Lastly, while the meta Description does not affect ranking, it does affect conversion (meaning higher chance someone would click your search result than others). For example, we recently discovered that our welcome gate which gives away an ebook became our default website description. This would not help in converting someone searching for “Infusionsoft Singapore” our targeted keyword.

Search 1

Instead we resubmitted the sitemap, and now it is:

Search 2

which gives a clearer call to action: our telephone number and the relevant information, the prospect may be searching for.

4. Focus on good quality content not quantity

Google is moving towards quality content instead of quantity when determining page ranking. Spending more time to write good quality stuff that your potential customers want to know about, reduces the bounce rate (increasing experience), increases retention, as well as attracts more people to SHARE your articles.

Since you invested so much into content, you should then create different versions of it: podcasts, videos, transcriptions, infographics, PDFs, slides etc, and then post it on SlideShare, Scribd, Podcasting sites, Video-sharing sites, Infographics Directories (10 places to submit your infographics) and social sites (Facebook, Twitter, Linkedin, Pinterest, Instagram etc). Remember to point it back to your site (backlinks).

Other good (off-page) strategies to distribute your content are guest blogging (like this one), forums that are relevant (example: commenting in personal style magazines forums for hair-care professionals), and selected article directories.

Brendan YongBrendan Yong is a Duct Tape Marketing Consultant specialized in marketing automation based in Singapore. His company Empathi Solutions helps Asia-based clients build Marketing Systems to Grow Predictable Revenue using Infusionsoft CRM as the primary marketing automation tool.


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