|
In the online world, these information nuggets
are referred to as FAQs, or "frequently asked questions." Well-done FAQs make
information gathering easy, encourage visitors to stay a little longer, and may even turn
window shoppers into buyers. Poorly executed FAQs can send site visitors scurrying to find
information on another Web site. Use these
FAQs to buff and polish your FAQs into a powerful Web site feature.
- What kinds of issues should FAQs cover?
It's tempting to fill your FAQ page with the
questions you'd like your customers to ask, such as, "Why is your product
superior to everyone else's?" Resist the urge. The questions that make your list
should originate with your customers. They aren't meant to be marketing copy, but rather
objective information about your offering. To find the right topics, track the questions
that your customer service team receives via phone, e-mail or in the field. Look for
common threads to hone your list.
- Where should FAQs be located on a site?
Many first-time site visitors will
immediately go to your FAQs to assess what your company is all about. This is a good
reason to make them as easy to find as possible. Don't bury them in an "About
Us" section and, if possible, provide a link directly to them from each site page,
including the home page.
- In what style should FAQs be written?
Keep your focus on the customer when writing
FAQs. Phrasing each one in words that a potential client might use will make topics easier
for your target market to find. For example, if you're a software vendor, use words like
"setting up your software," instead of "software configuration."
Don't be too general in your copy. Instead, seize the
opportunity to serve as a complete resource for their needs. This approach will keep
visitors on your site, rather than sending them somewhere else for more details.
In addition, take care to be extremely accurate in your
copy and don't rely on opinions. Nothing is worse for business than misleading customers
about the facts. Spelling and grammar are also important to watch, as mistakes can cause
confusion and bring your professionalism into question.
- Should FAQs link to other parts of a
site?
FAQs should not be a dead-end road
for site visitors. They should lead them to the site information they need, or give them a
way to contact your company. Provide hotlinks to related products or site content within
your FAQs. And offer an e-mail link prominently on the page, so customers can easily reach
you with questions that the FAQs don't address.
- How should FAQs be organized?
Pull your list into a neat stack of questions that can fit on one Web page.
You can anchor-link the headlines so that users can jump down the page to the FAQ answer
by clicking on them. This prevents users from having to scroll through each Q&A before
finding the answer they're looking for. In addition, it's a good idea to begin your FAQ
list with general topics — then move to specifics.
- How long should an FAQ section be?
Resist the temptation to create miles of FAQs. Keep your list down to one
scrollable page. Most businesses can get by with a maximum of 25 FAQs. If your offering is
quite complex and prone to a number of different queries, try to cluster Q&As into
categories, so users can quickly hone in on the sections that are relevant to them.
FAQs
Maker
free2explore FAQs
|