In other words, FAQ pages are valuable sales aids that anticipate consumers’ questions and needs, while limiting the workload for customer service and support, both in terms of telephone management and email exchanges, providing benefits similar to those offered by a chatbot.
On an ecommerce website, you will often find FAQ pages with questions like:
- What are the delivery times for orders in the US?
- How do I track my order?
- How do I return my product?
- Etc.
FAQ pages can serve a variety of purposes for a company and its customers alike:
- Some brands use them as a means of promoting and selling their products and services. In this case, the questions and answers are geared towards an advertising objective.
- Other FAQ pages have a genuinely informative role and are an excellent opportunity to demonstrate seriousness and gain the trust of users.
- On some pages, the FAQ section is also a good SEO lever. It can be used to integrate numerous keywords and improve search engine rankings. Search engines consider FAQ content as standard content. It’s additional text that helps Google’s algorithms to better understand what the page offers.
Don’t hesitate to mention very specific subjects to improve your rankings for long-tail keywords and answer rarer queries.
FAQ pages are a great way of using a broader lexical field without “polluting” the general content of your site or providing too much information to internet users.
As you can see, FAQ pages aren’t just business support tools. They’re also invaluable aids to SEO and sales.
Very simple to set up, FAQ pages help reduce the workload of back-office departments, improve user comfort, and are major sales levers. To give you an idea, in 2017, the Veepee site estimated that its FAQ page enabled it to absorb half of its 5 million annual contacts, which represents a significant savings in terms of payroll costs.
