Why Should You Add FAQ Pages in Your Online Shop Content
There is nothing worse for online shops than customers who abandon the purchase with questions in their heads. If the customer does not find the right information, in the worst case he will jump off and not buy from you. The worst case right? FAQ pages are therefore important website content for providing quick answers to these customer questions.
An FAQ not only helps your customers with the purchase decision but can also help you in terms of search engine optimization.
In our blog, we show you how to create and optimize your FAQ pages in the online shop so that customers and the search engine can find all the important information about your products and your brand.
What does FAQ mean?
The term FAQ stands for “frequently asked questions”. In online shops, FAQs are often included on the corresponding product page or a subpage.
What are the advantages of an FAQ page on your website?
Not only do FAQs relieve customer service and save your service staff time-consuming customer calls, but they also have many other advantages that you might not even think of at first.
Instead of contacting customer service or writing an email, customers often look at the FAQs to clarify basic questions. This relieves service employees and also saves customer effort.
Better shopping experience:
The customer does not have to search long for the right answers and, in the best case, completes the purchase faster.
Strengthen trust & show expertise:
FAQs show that you are familiar with your products and candidly answer all of the customer’s questions. This increases trust in your brand and presents you as an expert.
Stand out from the competition:
If the user finds all the important information in your online shop, he no longer has to look at the competition. You can also clearly state your Unique Selling Proposition (USP) in the answers.
Many users type entire questions into the search engine. (Especially in this age of voice search) Answering these questions will make your website more relevant to relevant search results and you might even make it into the Google question-and-answer box.
Which questions belong on an FAQ page?
In FAQ pages for online shops, you should only answer questions that interest your customers. But how do you find the right questions to answer? A good place to start is with question tools like answerthepublic.com or alsoasked.com. Here you will find frequently asked questions on many topics and search terms, which you should answer in your FAQs.
In addition, you should also ask your company’s customer service what questions customers keep asking. You can then also answer these and thus cover a topic, a product, or an area in your online shop as holistically as possible.
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How to create a good FAQ page?
There are two types of FAQs: the general FAQ page for your company and the FAQ pages for online shops. Both types can make sense to you.
The general FAQ deals with questions about the ordering process, for example: How much is the shipping? What means of payment are accepted? Is an exchange possible? And so forth. Of course, you can also answer questions about your products here.
However, it makes sense to also include FAQs on individual product pages. These appear classically at the end of the page and answer very specific questions about the product. If you have a particularly large number of different products in your shop, first concentrate on the most important ones and those that require the most explanation.
Be sure to look at the search results on Google. Pages that have already included FAQs in the snippet are often noticed here. These are marked with structured data.
#Tip 1: Name the subpage “FAQ”
FAQ is a fairly common term these days and customers know that it hides frequently asked questions. Be sure to name the subpage “FAQ” or “Frequently Asked Questions”. Customers are looking for it specifically and should be able to find the page in your shop quickly.
This also includes placing the help page prominently. Customers should be able to easily find your FAQ in the online store. Whether in the navigation bar or the footer, customers should quickly find the right answers to their questions. Otherwise, the greatest FAQ unfortunately does not help either.
#Tip 2: Take the customer’s point of view
Formulate from the first-person perspective. Customers often type their questions directly into Google. Therefore, take a look in advance at how customers formulate questions. You can find out with tools like alsoaksed.com. So your questions are not only particularly relevant for the user but also for Google. Your answer might even make it into the rich snippets.
Formulate questions as precisely as possible and avoid awkward sentences.
Quick question: What are the shipping costs?
Too cumbersome: How much money do I have to pay for shipping?
#Tip 3: Group questions by topic
The right structure makes it easier for users to find the right answer to their questions. So it makes sense to divide FAQs into subject areas.
Important topics can be:
Product information (possibly broken down into different areas from material to size) delivery, payment options, support, shipping & returns, topics relevant to you, sustainability or special campaigns, and much more
Make it as easy as possible for the customer. If you’re creating an FAQ page and your brand or product needs a lot of explanation, topic sections are a good idea. In addition to the content, also pay attention to a clear layout.
#Tip 4: Answer briefly and understandably
Gossip and fancy words won’t help your customers. Make sure the language is plain and understandable and you don’t throw technical terms around if your clients aren’t lawyers or specialists.
No long box sentences. Language suitable for the corporate identity is as concise as possible and formulates for the customer. Do not use incomprehensible technical terms and offer clear added value
#Tip 5: Offer ongoing help
FAQs are great for answering customers’ first questions. But maybe the customer has a specific problem that you don’t answer on the help pages.
Therefore, make sure that you refer to further support information. Whether the customer service, the help chat, or your contact details in the form of email or telephone number – the customer should receive further assistance after the FAQ. If he does not find the right answer in the FAQ, he can then contact you personally or customer support.
# Tip 6: Use a content mix for a better understanding
A FAQ is provided in the classic form of text. This is particularly important from an SEO perspective. However, it can also help the customer if you insert short explanatory videos or infographics. Some problems are difficult to explain in words. With pictures and videos, you provide variety and pick up your customers even more individually.
Of course, the structure of your FAQ page must not be lost and videos that are too long are not in the right format. Look for added value and consider when formats other than text make sense.
#Tip 7: Keep FAQs up to date
Expand or change your help pages regularly. This applies to changed terms and conditions, new delivery times, and current offers, but of course also to a changed product range. The information in your FAQs must be current. This is the only way to provide customers with added value in your shop. If you provide incorrect information, it will backfire on you and a hail of negative reviews and bad customer feedback will follow.
Keep checking back with your customer service and see how the questions in the search results are changing. In this way, you can add important questions and answers.
#Tip 8: Use structured data for your FAQs
FAQs are always structured as a question-answer scheme. This clear structure is particularly interesting for Google because it provides users with quick answers to their questions. Your FAQs, tagged correctly, can show up as a rich result in Google Search. This can also bring you advantages for search engine optimization, such as a better ranking and more visibility.
Structured data makes your page easier for search engines to understand, and it also helps you stand out in search results when your questions appear in your snippet.
With the markup tool from Google, you can implement structured data yourself without much effort. You can easily insert the created code into the HTML code of your website.
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