An FAQ Page Is Your Website’s Secret Weapon

When we work with new clients, one of the first things we do is take a look at their website and pay close attention to their FAQ page. 

Why? What does a Frequently Asked Questions page have to do with email marketing? Wouldn’t that be more “operations” or “fulfillment” related? 

Paying extra attention to your FAQ page is a smart, relatively easy way to increase revenue. And beyond that, it not only enhances your email marketing strategy, but also your business across all teams and channels.

A Case Study in FAQ Page Value

Sometimes, the value of marketing initiatives can’t be measured easily. However, using Google Analytics, we can absolutely find the number of sessions and overall revenue from a single FAQ page over time and see trends. 

Pictured below are both the number of sessions and overall revenue from the FAQ page of a product-based eCommerce business per month. In this example, we made updates to the page in early May of 2023.

• Within 3 months, the business saw an average revenue of $528/month from FAQ page visitors, which is up 878%. 
• Within 12 months, the business saw an average revenue of $1063/month from FAQ page visitors, which is up 1763%. 

This chart doesn’t show the other valuable increases in user engagement and time spent on the site, and also in ranking in search engine results and organic traffic. 

If you have an FAQ page on your site, take a moment to chat with your marketing team about how to measure the value in your page and start tracking. (Or give us a call!)

Why Is an FAQ Page So Valuable?

An increase in revenue and conversion are a great achievement for any business. But what kind of changes should you make? The details will vary depending on your business products or services, but these priorities will help you be more strategic.

1. Reducing Friction by Overcoming Objections

Customers often have reservations or objections before making a purchase. An FAQ page can address these concerns, providing clear and concise answers that help build trust and confidence. By having a strong FAQ page, you reduce friction in the buying process. Answers should be short, easy to read on mobile, and written with direct simple language appropriate for your industry.

A Frequently Asked Questions page is a great place to mention your return policy, or “what happens if I’m not happy with the purchase.” It’s also a great place to include information about any first-time customer offer you may have, e.g. “On the fence? Try our samples and see for yourself.” 

2. Ongoing Source of Content

An FAQ page is a great source of marketing content. Questions may come in regularly from customers via email or social media, or via conversations team members are having through their roles. 

Treat an FAQ page like a living resource that grows with your business. For example, you may choose to add in holiday-specific shipping times in the 3-4 months leading up to the holiday period. Think about the way your potential customers are shopping, they may have questions not about your specific product but related to their environment at large. An FAQ page is a great place to address those, and keep them relevant. 

3. Setting Expectations

We believe that transparency and clear expectations is key to overall customer satisfaction. Maybe you don’t have the fastest shipping times – address that in an FAQ page and explain why (if that can be done with a positive spin, e.g. we make each of our products by hand). We find the most dissatisfied customer service issues come from a misunderstanding or unclear expectations. Saying, “It will arrive in 2 days” and arriving in 21 days is a problem. If there are details around shipping zones, or holiday periods from your fulfillment center that can set proper expectations, mention them. 

4. Prioritizing Keywords & SEO Value

Search engines love content that directly answers user queries. An FAQ page, packed with relevant long-tail keywords, can significantly boost your site’s SEO performance. Each question and answer is an opportunity to target specific search terms, driving more organic traffic to your site. This means it’s worth checking your FAQ page and phrasing questions using words that your customers would use to search. 

Here’s an example of a rephrase.
Replace:
“Can you help me know how much to order?”
With:
“How many slices does a [company name] large pizza have?”

This not only improves visibility but also attracts visitors who are already seeking the information you provide. 

5. Plugging in Promotions

An FAQ page is an opportunity to drive engagement, get signups and mention current promotions. 

• “How can I find out about new products and launches?” 
• “What kind of perks are included in the VIP Program?” 
• “How do I get a first time customer discount?” 

Use this moderately, in 1-2 places only. Overly salesy language will come off as such, and the FAQ page should primarily be seen as a resource for customers. 

Drive Traffic to It

Now that you have an FAQ page with strong content, it’s time to drive traffic to it. Include your FAQ link in your brand’s email footer/header. Include it on your social sites where you can – for example, Linkinbio. Make sure your entire marketing team knows about this resource and are given time to incorporate it into their initiatives. 

Pro tip: Consider breaking down your FAQ page to different sections using anchors so you have specific parts of an FAQ page to point to for various marketing initiatives, i.e. /faq#shipping or /faq#promotions 

Keeping It Dynamic

Last, an FAQ page is not a “set it and forget it” resource. Treat it as its own customer touchpoint, and update it regularly. Some sections to refresh regularly:

Shipping Times: Are they changing for the holiday season? Update regularly to reflect any changes in delivery times.

Product Changes: Do new products have big changes? Explain them and why the new product is better. 

Current Promotions: Highlight ongoing sales or special offers.

By keeping your FAQ page current, it can keep acting as a resource for your customers and your teams. 

Conclusion

An FAQ page is more than just a list of questions and answers; it’s a powerful asset to your business. Yes, it can drive revenue and conversion, but it can also improve your customer experience, build trust, and support your team in all of their functions. 

Remember that it’s dynamic and should evolve with your business. Put yourself in your customer’s shoes and write the answers you’d want to hear if you were in the market for your service/product. 

An FAQ page can be a great resource. And the best part? It’s never too late to take a customer-centric strategy with your marketing. At Centric Squared, we’re here to help small business owners leverage smart digital strategies to connect with their audience in meaningful ways. Reach out if you’d like support with your content strategy.

About Centric Squared

At Centric Squared, we specialize in email marketing, and that means we prioritize clear and consistent communication to potential customers. We have helped our clients achieve great results by using a customer-centric approach like updating FAQ pages. Need a hand with your marketing strategy? We’d love to see how we can help.