How to Use a FAQ Page to Address Customer Pain Points

A Frequently Asked Questions (FAQ) page is one of the most powerful but underutilized website tools at your disposal. Aside from its obvious function, a place where your customers can go to learn more about your products and company, your FAQ section has the potential to be so much more – a low-effort way to lessen the load on your customer service team, a place to let your brand’s personality shine, and a strategic tool to address customer pain points and earn their business. But how do you turn a boring FAQ page into an engaging learning tool that makes customers want to complete their purchase and become customers for life?

Today, we’ll teach you how to write an FAQ page that does the heavy customer service lifting for you – and increases your brand’s authority.

What is an FAQ page

Your Frequently Asked Questions page is the part of your website that addresses common questions, concerns, or pain points that your customers might encounter in the buying process. This page is and should be different from your About Page, which tells your company’s story and gives an overview of your products and services. The FAQ page is specifically about directly addressing the questions and issues that are keeping your customers from converting.

If executed correctly, your FAQ page should be a resource for customers at all stages of the buying journey, from top-of-the-funnel visitors who are still investigating your company and comparing you to the competition, to bottom-of-the-funnel prospects who are ready to convert, and just need a little extra push to get them off the fence.

In addition to just answering basic questions about your products, your FAQ should:

  • Reduce the workload of your customer support team by answering their most frequently received questions in a public format that they can easily send customers to.
  • Addressing purchase anxieties that may be keeping your prospects from completing the checkout process.
  • Improving your site’s SEO and visitor searchability.
  • Earning your more brand authority and customer trust through transparency.
  • Displaying excellent customer service by answering questions before a potential customer has to ask.

Reasons you should have an FAQ page

In addition to the reasons mentioned above, every internet-savvy business should have an FAQ page because your customers likely send your support team the same questions over and over, which gets repetitive and irritating for them, and adds more unnecessary work when you could have addressed those always-asked questions publically in the first place.

In addition, having a prominently placed FAQ page makes it easy for your support team and salespeople to direct customers to a central place with a list of questions they might have that are keeping them from committing. This is especially important because if done well, your FAQ page is a way to address customer pain points upfront so you can garner their trust, and remove the roadblocks that are keeping them from completing their purchase. And because there are no in-person employees for them to discuss their concerns with when they visit your website, you should be doing everything in your power to make the purchase decision as easy as possible so they won’t have to reach out to your support team, which increases the risk of you losing their business.

A few reasons why you want to address these customer concerns upfront before they become a source of cart abandonment are:

  • Your customers may have found your product from a Google search and may not know anything about you, meaning they’re unlikely to trust you.
  • Many online shoppers are skeptical about purchasing products from companies they know little about.
  • They may have simple questions they would like answered before committing, and you can easily do that without involving your support team.
  • They may be too lazy or hesitant about reaching out to your support team in the first place and would go to your competitor rather than go looking for the answers themselves.

If you’d like to get ahead of these concerns before they cause you to lose business to your competitors, it’s time to write a FAQ page.

How to find Questions for your FAQ page

The easiest place to find questions for your FAQ page will be your “Contact Us” email inbox and your customer support tickets. Very likely you’ll find that you get lots of the same question or the same types of questions, and you can then work with your support team to formulate answers based on what’s worked for them as they’ve talked to customers in the past.

Don’t make the mistake of thinking you know what questions your customers will ask without doing your homework. If you don’t already have support tickets or a support team you can use as a resource for finding these oft-asked questions, talk with your customers. Call them on the phone, meet them for coffee, or send an email and ask them what questions they had during the initial buying process – often what we think our customer concerns are don’t line up with reality. In fact, even if you do have a support team at your disposal, it’s a good idea to talk with your customers anyway – there may be other questions nobody has written in about but that is keeping your customers from really committing.

In contrast, however, don’t forget to also use your FAQ page as an opportunity to educate your audience on things they may not have thought to ask – this is a great way to build trust with your customers and create demand for your products and services.

Ultimately, as you decide what questions should go into this page, be wise and strategic. Always focus on ensuring that the questions and responses are relevant, engaging, remove pain points, and will make a reader want to know more or to complete the buyer journey.

5 tips for designing your FAQ page

By now, you should have looked through your support inbox and tickets, spoken with your customer service team, and made phone calls to customers to ask what their biggest questions were pre-purchase. You likely now have a pretty good idea of the types of questions that belong on your company’s FAQ page. The next step is to actually write it. As you strategically craft this important website component, consider these five tips:

  1. Start with general questions that the majority of your customers might have. These will be questions that your support team gets often and that your customers might even search your website for. For example, “What’s FunkySweatshirts.com’s return policy?” Make the answers easy for them to find right away.
  2. Make customer interviews a regular part of your support team’s routine. The more often you can get on the phone with your customers, the better you will know how to address their pain points and concerns before they cause problems in the buying process.
  3. Write your FAQ content to be engaging, fun, and entertaining. Most FAQ pages are a snooze. Design this information-heavy page to be reflective of your company’s unique culture. Talk with your marketing team, or a marketing consultant, if you need help generating creative ideas. If you have the budget, hire a professional copywriter – the success of this page is one that can make or break your bottom line.
  4. Always include a Call to Action (CTA). Just like with any other piece of content on your website, your FAQ page should include a CTA button so customers know right away what they’re supposed to do next, whether that’s “Schedule a Consultation,” “Complete My Purchase,” or “Request Information.”
  5. Organize your FAQs in a way that makes customer navigation easy. This might mean anchor links, bullet points, or drop-downs, depending on how text-heavy your page is going to be. This also makes information easier and quicker for customers to find, and efficiency should be a major goal of this page. There are a lots of ways you can format your page that make it easy for customers to scan and find what they’re looking for – check out this Shopify post for a few FAQ page examples to get you inspired.

Put your FAQ page to work

Now that you’ve written an awesome, entertaining, and informative FAQ page that will make your customers loyal for life, it’s time to publish the page and start promoting it. Include links to your FAQ on your Contact Us page – you want your customers to start there before sending your a support ticket. You should also push your FAQ page across your social media channels regularly and link to it on various other parts of your website. Make this information prominent, easy to find, and efficient to search.

Ready to automate even more of your marketing efforts? Sign up for a free consultation with a Big Leap marketing pro to learn how much more you could be doing with your website to address customer pain points and keep them coming back for more.

Meg Monk
Meg Monk is a freelance writer and content strategist based in Salt Lake City. When she's not writing about marketing strategy, she's camping in Utah's mountains in her 1976 Airstream or planning her next international trip - 29 countries and counting! You can find more of her work at megmonk.com.

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