How your current FAQ is killing your traffic

Written by David Zysblat

Most online business owners have long understood the importance of content marketing. Managing and constantly updating a portfolio of high quality content and sharing that content through engaging social media posts is essential to online marketing success. However, one area that is routinely neglected by webmasters in content planning is the FAQ (frequently asked questions) page.

Your FAQ is an important tool in attracting visitors into your site, especially in the post Google Hummingbird era. With the release of the Hummingbird algorithm, Google further moved the emphasis away from keyword optimisation and link building, placing still greater focus on content that serves users. What better way to serve your users than by answering their questions?

Making FAQs Sexy

One of the biggest problems with FAQs is that they are by no means inherently exciting. Most FAQ pages are dry and banal. You can work around this constraint by building a social FAQ; one that answers questions and allows users to share those answers or parts of the answer through social media.

The Key to a great FAQ

A good FAQ need not be limited to just one page. Why not add a page for each question that gets answered, fleshing out the answers to become mini-articles with video and images that your readers are more likely to want to share?

River Pools are a great example of using this strategy. On their FAQ page which they label “Pool 101” they have linked the whole question to a new page on their site. So the whole question is a rich anchor text link which fits in nicely with Hummingbird whereby people are asking more questions than actually just typing in a 2 word phrase.

It also allows them to delve into greater detail with their answers, which they do really well by providing video content as well as written answers.

Screen Shot 2014-03-24 at 14.35.36

They also don’t miss a trick on their ‘FAQ’ page by adding in a call to action at the bottom to get potential clients to download their book.

You can and should use your FAQs as a way to drive traffic to your site. For example simple changes such as adding a “click to tweet” option that will Tweet sections of your FAQ are ideal mechanisms for driving engagement. They are easy for you to set up, and create minimal friction for end users.

So how do you know what content to use for your FAQs? 

The best way to do this is to write down a list of all possible questions a potential customer may have. Every time you speak to a potential client listen to what they are asking you and make a note of it.

Even if your product is relatively dry, it is worth making your FAQ as interesting, informative as possible. If possible why not add video and images? This creates a far more visually appealing FAQ and sets you apart from the crowd in the eyes of users and search engines alike.

So here’s what you need to do to increase your traffic today. Create a visually exciting FAQ section that has questions answered on separate URL’s. Your competitors aren’t doing it because they have been told that there is only one way to do FAQ’s, which is great for your business as it gives you a competitive advantage.

Would love to hear your thoughts on this in the comment section below.

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  • Shameer Shah

    Great post on FAQs David! Really important to help people understand your brand, product or service in more detail. Especially, where the product or service is of a technical nature. If I can add, an instant chat facility on a FAQ page can also be very beneficial, as sometimes you may need to ask something specific which may not have been covered in the FAQ. And there’s nothing better than getting a question answered immediately.

    Think service. Think conversion!

    • david

      Shammer you make a really valid point about adding a chat facility to the page. Not everyone has time to go through FAQ’s and they just want an answer now.

  • Jamescrane302

    Great article David. You’ve actually got my juices flowing to get my FAQ changed asap. I’ve often thought that the FAQ on my site is really boring, but the stats show that it is one of the top 5 pages on my site, which is crazy! So What I’m going to do is try and follow your advice and create some visually compelling FAQ’s that are linked from one page to a whole host of different pages on my site.

    • david

      Happy that I can get your creative juices flowing James! Don’t forget to add some social media buttons to your FAQ’s so that people can share if they wish to.

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