Providing the right information, in the right place

Even with the most well thought-out procedures for giving customers information, there will always be questions that haven’t come to mind. That’s fine, because it’s impossible to communicate everything, but sometimes when customers can’t find the answers they’re looking for, they get put off.
Depending on your industry, it’s often useful to create an FAQ page on your website that answers as many questions as possible, and has a layout which is easily accessible. Here are some ways you can optimise FAQs on your website so people can access the information they need, quickly and easily.
 

Keep it simple

With websites becoming very conceptual, it would be easy to overthink the FAQ page and let the design overshadow the information. Make sure the content is the most important aspect of the page. There’s no need for the layout to be gimmicky or flashy. Also try not to let the page become cluttered with tool bars and other information. Make it easy for the customer to focus in on what’s important so they can get the answers they’re looking for.
 

Make the location obvious

Your customers shouldn’t have to look too hard to find the answer to their question. If your FAQ page is hidden on your website, they may give up and lose interest. Ideally your FAQ link should be on your main toolbar. If there isn’t space, it can be included as a subcategory of your help or about sections.
 

Use clickable questions

If you include frequently asked questions along with the answers in one block of text, it’s likely to be an overload of information. To make it quick and easy to scan through the questions, keep the answers hidden and accessible by clicking on the question.
 

Make further questions easy to ask

Show your customers you care about their questions by including as much information as possible in your answer. But also ensure they can get in touch with you easily if they can’t find the answers they’re seeking. Include a contact form with space to write a personalised question, or consider adding a live chat element.
 

Include video if relevant

It may be that a few of your questions have complicated answers. If so, you might be better preparing a short video or animation so you can give a more thorough, detailed response. Remember, video is often easier to digest than wading through a block of text.
 

Organise long FAQ lists

If you have a huge list of questions, your customers may find it tricky to find the one they want answered. To avoid this, divide your questions into categories. This will make it much easier for people to navigate to the right question. Use dropdown menus to reveal the subcategories so users can follow a logical thought process to the answer they require. You may also consider dividing the questions into commonly asked questions and more complicated ones.
 

Highlight key details

When you’re writing the answers to your questions, try highlighting the key words to put further emphasis on the main points. It might be that you include hyperlinks to other answers that are closely related so the customer has an ever-more rounded answer.
 

Include a question review

It’s really helpful to know if your answers have been effective or not. One way to do this is to include a simple question at the end of the answer given, i.e. has this answered your question? These responses will allow you to reassess and adapt your FAQ content so it gives the optimum level of information.
There are many different ways to organise your FAQ page and the route you take will greatly depend on the type of business you run and the volume of questions your customers are likely to ask. By keeping it simple and making sure the information is well organised, you’ll give your customers access to what they need and therefore keep their interest in your goods and services.