6 Tips to build a wonderful FAQ Page for website

An effective FAQ Page can help to reduce your team effort by providing quick information to help customers make a purchasing decision. Doing the hard work to build a more intuitive and readable FAQ starts to pay off immediately. You’ll find that your team has to take on fewer of those repetitive support inquiries, giving them time to work on more significant issues with customers that need it.
We’re going to take you through six tips we’ve learned from building FAQs.


Tip #1: FAQs should be short and limited

I managed a support center that yielded some impressive results when we started recording clicks and interactions. From these results, we realized we had two options for the beginning of the FAQ, one yielding much better results than the other.

1. When we had a very prominent search box plus a few select links beneath it (like the MailChimp example below), the search went way up. The design-led users to instinctively search for their question first before clicking the FAQs.

2. When a page had an equally prominent search box and a long list of FAQs (15+ lines), there was a significant drop in search box usage. Customers clicked around on the FAQs first.

Option 1 allowed customers to see top issues first and then use the search for the questions instead of browsing and yielding more relevant results.

Option 2 had the FAQs dominating the page, forcing the customers to browse 15+ questions. After all that reading, they merely felt exhausted and would look for another channel for an answer.

Tip #2: FAQs will give you false positives

What else is wrong with a lengthy, distracting FAQ? They throw off your analytics.

This has been the case with every FAQ I have managed. Customers read the whole list of FAQs as they are looking for their topic, get curious and click on articles that may not apply to their question. A critical message for an issue that affects a small sample of the user base is tempting to click and can make data mountains from molehills. When you go back and look at your analytics, you’ll find yourself puzzling over false trends for your weekly analytics report.

In general, it’s best to not use your FAQs as a place to put your freshest articles. Let the searcher determine what customers are looking for and use the FAQ to serve those selected solutions faster.

Tip #3: FAQs have to be routinely maintained

If it were up to me, FAQs would be tweaked almost daily to be consistently relevant for customers’ search trends.

Unfortunately, support teams are often at the mercy of the web team, which won’t always put updating support pages high on their priority list. This makes updating FAQs a clunky, time-consuming task.

Instead, use your weekly data for a Friday adjustment so that your FAQs are refreshed with prioritized content for the weekend. (For more on this, check out our post on what goes into a help center base audit.) Picking up this habit will help quell weekend requests so agents can have a less stressful Monday.

Tip #4: Trending FAQs are not a good thing

Service leaders have told me before that they’d love to have their support pages automatically display their newest and most popular articles. These are called “dynamic FAQs.” Your FAQs are automatically populated and ordered by how recent or famous they are. It makes sense at first glance: Why bother sorting manually when you could have a system do it for you?

Because dynamic FAQs aren’t what they are cracked up to be. Once an article reaches the top, it tends to stay at the top. That is, these articles tend to feed back into the list, creating another route for the false positives I mentioned in Rule #2.

Manual editing is time-consuming, but the control you keep over your FAQs is well worth it. As mentioned in Rule #3, developing a weekly habit for refreshing your FAQs based on customer searches will help quite a bit.

Tip #5: Your search box is your most powerful asset

If the great search engine wars of the late 90’s and early 00’s taught us anything, it’s that people want a magic box that pulls up answers to their questions.

People want to type their query into a box and get relevant results. Who knew?

A big fear for support people is empty search results, but there are a couple of ways to prevent this.

First, invest the time to make your content more accessible to find! If you have a lot of support content, the knowledge manager can use titles, tags, and keywords (plus their synonyms) to improve relevance and searchability. If you have limited content, well-curated lists and subsections can do the trick.

Second, you may have outgrown your search or content platform. Check with your web team to see if the existing search tool can be tweaked or enhanced. If not, then you might want to look into an out of the box solution search utility or think about changing your support’s content and search platform to something more scalable.

Tip #6: build your  FAQ Chatbot

People usually read FAQ site to learn about a product or a service. Luckily, an FAQ chatbot, which means you need to ask for what you want to know instead of reading too many words. It’s easy, right.

There are some benefits of FAQ chatbot: Engaging with visitors and helping them find out what they need instantly. It creates the opportunities for better marketing campaign results, better customer services and potentially improving your sales. And the most critical point is that it’s free now.


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