When you think about boring pages on a website, which ones typically come to mind? For most, it’s the “About Us” and “FAQ” pages. There’s simply no creativity with these pages. However, if you want to maximize the value of your websites, then you must learn to use these resources effectively.
Break the Mold with FAQ Pages
A traditional FAQ page features a boring header, a bullet list of questions, and pre-canned answers to these questions. Sometimes a user can find the solution they’re looking for when visiting the page, but even if they do, they certainly don’t leave feeling like they just enjoyed a unique brand experience.
You only get so many interactions with a user on your website. If you’re ignoring the potential of FAQ pages, then you’re missing out on a big opportunity. Here are a few specific tips for enhancing your efforts:
1. Use the Right Questions
“Sometimes FAQ pages get used as a place to share those questions that we never get to answer, rather than the ones that everyone wants us to answer,” says developer Garrett Moon. “It is important to remember that these are your customers most common questions, not just the things that you want to tell them. Keep your questions on-topic and customer focused.”
A good FAQ page starts with the right questions. If you aren’t including queries that matter to your customers and prospects, then everything else is worthless.
2. Integrate Visuals
Who decided a FAQ page could only feature text? Just like any other page, you can and should include striking visuals to enhance the overall appeal. In addition to things like images and icons, consider giving video a try.
Video is an ideal content medium for answering questions and solving problems. Instead of searching through paragraphs of information, a customer can watch a brief video and obtain all of the knowledge necessary to make an educated decision. If you want to see an example of this in action, just check out the Income Store. In fact, their entire FAQ page is based on video and it works well for them.
3. Make FAQs Searchable
Nobody is going to sift through an endless stream of questions looking for the one that’s bothering them. And while anyone can use a “CTRL+F” function to find a specific word, you should make your FAQ page more search friendly.
Perhaps the best FAQ page on the internet – in terms of searchability – goes to McDonalds.ca. Their page features a unique bar that operates much like a search engine and allows customers to ask virtually any questions they have.
4. Write in the Customer’s Language
Finally, the importance of writing in language the customer connects with cannot be overstated. It’s easy for a FAQ page to turn into a corporate mouthpiece, but you don’t want it to take on this semblance. Instead, it should be a natural extension of your website, speaking in the same tone.
Pinterest is a good example. Their FAQ page speaks in a down-to-earth tone that’s indicative of the way the average customer talks and communicates. As such, it’s an effective tool for resolving issues.
Stop Following the Crowd
If you study the majority of websites, it becomes clear that most designers and businesses simply follow what everyone else is doing. And while there’s nothing wrong with following trends, it’s pretty clear that some trends aren’t worth abiding by.
FAQ pages – and the boring traditional designs and structures that they use – are a great example. Will you follow the crowd or blaze your own trail? Doing the latter isn’t as difficult as people make it out to be, but it certainly offers higher rewards.