GO Digital WSI

How to Write FAQ Pages That Increase Sales


Did you know that the majority of customers prefer using the company’s website for seeking answers rather than reaching out to customer service? It’s true – we are headed into a new age of customer service where shoppers prefer serving themselves.

That’s not to say that your brand doesn’t need to be there. Customer service remains crucial for maintaining your reputation, strengthening bonds with customers and increasing sales and leads. But you have to balance this with self-service. Customers want to have the right tools at their hands so that they can make informed purchases without having to wait on a response.

So how can you encourage self-service on your ecommerce site? One of the best ways to do this is by having a well-designed FAQ page. This is the page shoppers come to when they have a question. If you can provide them with the information they’re looking for, they’ll continue down the funnel and hopefully complete the desired action.

Let’s take a look at some of the ways that you can make your FAQ page more inviting.

Provide a Series of Questions

Have you ever landed on an FAQ page, only to find that just a few questions were answered? Did you take the company seriously? When there’s only a few questions with responses, it looks like the company didn’t take the time to fully develop a thoughtful page. To avoid making this same mistake, make a list of the most common questions that customers have and respond to them with helpful answers.

Keep the Responses Short

Many of the people coming to your FAQ page will be in the middle of their shopping experience. They don’t want to waste time reading through long paragraphs. Keep your answers short and to the point so that your readers get the information they need in a glance.

Include Company Support Information

I strongly dislike having to search for contact information. It makes me feel like the company doesn’t want me to find them too easily. Let your customers know that you are happy to hear from them. Include your contact information at the bottom of the page and the different ways that they can get a hold of you: phone, email or live chat.

Include Images and Videos

Multimedia is a great way to engage people and get them to stay on your site longer. If you can use images and videos to enhance your FAQ page, then do so! Maybe one of your products could use a how-to video or a screenshot to better explain how it’s used. Infographics and animated images can also boost the user-friendliness of your FAQ page.