A FAQ page, is a web page in your online store where you address common concerns, questions, and objections customers have. 

A FAQ page can be a distraction or an asset, depending on how you execute it. 

But to ensure that it’s the latter, here are some indications that it’s time to incorporate an FAQ page as part of your website:

• Customers email you with the same questions on an ongoing basis, so it’s better to address them publicly and prominently.
• You have or plan to create content/landing pages that you can link to and continue the journey from question to conversion.
• Your product/service/business raises questions and concerns that are best handled in a straightforward manner.

That last point is especially important as an FAQ page presents a unique opportunity to directly address concerns and remove obstacles on the path to purchase.

1. Uncover common customer questions

Your inbox and support tickets will likely be the first places to look. But you should also anticipate objections that you can turn into questions, especially if the answer will put your customer’s mind at ease.

Consider how to strategically raise the right questions to educate customers about your products and create demand.

When deciding how to choose the questions you’ll include in your FAQ section, focus on relevancy, utility, and opportunities to turn that question into a path to further engagement or conversion.

If you end up with a long list of questions, group your questions under categories like “Shipping” or “Sizing & Fit” to make it easier for visitors to navigate. Pepper has each of its FAQ categories listed out so users can find the answers they need. Shoppers can also type their question into a search bar and receive an answer, rather than scrolling through the page. 

How you position your answers is key. Even if the question is about a potential shortcoming in your product or business, put on your PR hat and put a positive spin on your answer.

While you should demonstrate authority through the depth of your answers, be sure you’re not losing your audience by giving them more than they need.

Write your questions from your customer’s perspective (e.g. “How do I …”) and answer from your business’s perspective (e.g., “You should …” or “We provide …”). Tattly does a great job of using its customer voice to phrase questions while still maintaining clarity.