FAQ pages are dedicated sources that live within a brand's website and are designed to answer frequently asked questions. Whether a customer is looking for hours, locations, product information, return policy, shipping times, or job listings — a FAQ page can house the answers so customers can get quick, easy-to-digest answers from one central place. It makes it so your customers aren't required to go out of their way to find information.
A FAQ page should have the answers to questions your brand sees or hears the most. It can also include important business information like addresses, phone numbers, hours of operation, the best way to contact, and even what a customer should expect once you've been contacted, for example, "We typically respond to emails within 24 hours." The goal of a FAQ page is to make sure customers don't have to call, email, chat, or search several pages for the information they want. Since 51% of customers expect businesses to be available 24/7, think of it as a way to be present and have answers readily available, even if you're not.
FAQ pages can be simpler with just basic information. However, you can also create a more robust page with categories. But most importantly, your FAQ page should include answers to the specific questions your audience is asking, and offer them value in an organized way.
You can find out what customers commonly want to know by asking your sales team — what are they frequently asked? Go through call transcripts and emails, or look to your social channels to find out the information frequently sought. Your answers should be succinct and easy-to-follow. Your page can point them in the direction of other helpful resources. Provide links to how-to videos, or direct to a page with more in-depth information.
Brands can use FAQ pages as a way to incorporate SEO. An optimized page has the ability to drive traffic to your site. They work for organic traffic as well, since customers are asking questions in the same conversational way they'll appear on your page. Done well, FAQ pages improve the customer experience — and since 60% of customers said they used FAQ pages in the past year, they're worthwhile to create. Use Yext to make a variety of FAQ pages, or try Chat to spur engagement, or Listings to answer customer questions across your channels.