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Designing Your FAQ Page
Tips to help you create a faqs page that presells.
by Alyice Edrich
All materials copyrighted
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Designing the frequently asked questions (a.k.a FAQ) page is usually the most under-utilized page of the website. Many businesses tend
to plop down a few customer support questions and answers and call it a day. But did you know you could use your FAQs page to actually
increase sales and customer rapport?
Break Your FAQs Page Into Sections
The first step to developing a faqs page is to make it user friendly. If you simply place a bunch of questions and answers on one web
page, customers may find it a bit overwhelming and leave before they found the answer to their question. And if they can’t find the
answer to their question, they may leave your website all together.
When possible, break your faqs page up into several web pages and link to them by category links on your main faqs page. Then include a
“back to the top” and/or a “shop for [product]” link under each question and answer segment.
For instance, let’s assume you make handcrafted soaps. You could break your faqs page into the following categories:
- Benefits Of Handmade Soap
Many people do not understand why handmade soaps are better than store-bought soaps. Take the time to explain why your potential
customers should use your product. Don’t belittle other products or services, but build confidence in your product, your brand, your
company.
- Ingredients List
Don’t just put up an alphabetical list of ingredients. Take the time to explain why you use all-natural ingredients, why certain
ingredients are healthy for the body, and how they benefit the skin.
- Soap Use
If you’ve never used a handcrafted soap before, you may not understand the shelf life of such a soap. You might even have a question as
to whether or not the soap will mold, mildew, or need to be thrown away after a specified period of time. You may not even understand
how the soap should be stored. These are things you want to address.
- Know Your Skin Type
Sometimes, soap makers make specific soaps for specific skin types. If that’s the case for your soap business, it makes perfect sense to
explain to your customers how to determine his/her skin type. Then suggest soaps that match his/her skin type. And don’t forget to
include links to those soaps.
- Return Policy
What happens if your customer has an allergic reaction to something in the soap, something he/she wasn’t aware of before? Is the soap
returnable and if so, what is your policy regarding this? Are returns only allowed the first week after purchase? Can your customer
return a soap that has been used to where only a third of the bar exists?
- Shipping And Handling
How do you ship your soaps? How long will it take for delivery? Is there an additional handling fee added to each order? What are your
shipping rates? Do you offer gift-wrapping services? How can your customer order a large batch of soap and have it broken down and
shipped to five different addresses? Do you ship overseas? Do you provide shipping insurance for an additional fee or is it included in
the shipping fee?
- Damaged Or Lost Orders
How do you handle damaged or lost orders?
- Special Orders
Do you allow customers to special order certain fragrances, sizes, shapes, etc? If so, how does special ordering work? Must your
customer order a certain quantity? Is there an additional fee for special ordering under a certain quantity? Is there an additional fee
for rushing the special order? How far in advance must one order special soaps?
- Privacy Act
What is your privacy policy? What happens to your customer’s information once you receive it? Do you sell it to other lists? Do you keep
it protected under lock and key?
- Secured Shopping Cart
Do you have a secured shopping cart in place? What is your customer’s guarantee that his/her credit card information will not be stolen
by a hacker into your computer system or a store employee?
- Ordering Procedures
How does your customer place an order on your website. (This is a good idea to include for people new to computers and/or the Internet.)
What credit cards do you accept? How does your customer know if his/her credit card went through? Where should he/she mail a check if
he/she doesn’t own or want to use a credit card? Where would he/sheprint out an order sheet if he/she chooses to send a check?
- Book Recommendations
I know several soap makers who receive emails on a daily basis asking for help to start their own homemade soap businesses or fix a
problem with their soap formulae. By providing a book recommendation page, you could decrease the number of emails your business
receives and make a little money in the process. (You can buy books at wholesale and sell them at retail or you could use an affiliate
program like Amazon.com)
- Product Recommendations
If you’re constantly receiving emails requesting which products you recommend for making specific products, you could include a section
that includes your recommendations, along with the pros and cons and then include an affiliate link to make a few dollars off your
recommendations. (You could use cj.com or linkshare.com)
Once you have the basic category links and pages set up, it’s time to fill in the content.
Take Liberties With Your Answers
Take liberties with the answers you provide to the questions posed on your faqs pages. Don’t just jot down the fastest, quickest,
answer. Take the time to turn your answer into a mini-commercial. Write something that keeps your customers reading and intrigued.
Write something that causes your customers to feel you offer something no one else offers—something unique and truly yours. Then write
an action phrase that causes your customer to click on the “more information” or “buy link”.
Update Your FAQs Page
Don’t be afraid to update or change your faqs page as your business grows or as you become aware of content that only confuses your
customers.
The key to a successful faqs page is to provide useful information that not only informs, but helps your customers click the buy button,
instead of the back button.
About The Author:
Alyice Edrich is a mixed media artist, freelance writer, and aspiring photographer. She enjoys creating things that bring joy
to others. Visit our her blog, Coming Home, to check out her latest art. Or
stop by her resume site, AlyiceEdrich.net to learn how you can hire her for your
next project.
* This article is available for your publication, for a F-E-E.
This article may NOT be reprinted without monetary compensation and written permission from the author.
For reprint rights or comments/questions about this article, please contact the author.
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