My friend and fellow copywriter, Michele Linn, wrote an excellent article for the Savvy B2B Marketing blog called 5 Reasons to Include FAQs in Your Content Marketing Strategy. I wish I’d written it myself.

Throw Away Page?
The FAQ is one of the most powerful pages you can have on your website. Many people overlook it or feel like it’s wasted information. One client told me FAQs were the same for every website, so there was no point including them. I suppose that’s true if your content really contains FAQs. But why not make the page do some heavy lifting for you?

Competitive Advantage
A well-written list of FAQs can knock your competition on the head. Imagine you’re educating your prospective customers. Aaron Sice from Aaron Sice Residential and Commercial embraced this idea and positioned his drafting services on his FAQ page. Not only did he differentiate his company from other drafting services, he also established a valid reason to hire a draftsman independent of builders and developers.

The Take-Away
Craft a list of 10-12 questions showing the strengths of your company and include it on your website. The FAQ page is a terrific place to address competitive advantage. No website should be without one.

  • Hi Bambi,

    You’ve outlined another reason to have a FAQ page – bonafide Frequently Asked Questions. It’s really easy to misunderstand the customer experience when you’re involved in the development of your website. I recently had someone tell me one of my services pages didn’t have a call to action. He was right. I was so grateful he’d taken the time to phone and tell me. I cringe to think how many people didn’t bother. I agree, wholeheartedly, with your advice to monitor the Contact Us form. Thanks for the valuable tip.

  • Good point. I need to put a FAQ page up pronto. I think with regard to what Qs to A, monitor your Contact Us form questions, the things people ask you in emails, and what they lead off with when they phone you. I am so close to The Brew that I am often surprised as the questions people ask that I thought I had made clear on the home page, etc. If more than one person has asked, for example, ‘is the event free’ maybe that needs to be one of the Answers on a FAQ page.

  • Hi Nathanael,

    This is a great question with no single answer. I often have to counsel my clients on the importance of FAQs and guide them through a discovery process. It requires getting them to think about their company, products and services from the viewpoint of their prospects. Business owners are often focused on features when they really should be promoting the benefit to their solution. When I get them to that point, I can start to put together a list of questions. It’s not unusual for a client to tell me they’ve never thought about their business from this perspective.

    As mentioned, Aaron Sice figured it out in about 2 seconds. He’s in a competitive field and has some key differentiators in his service offering. He used his FAQs page to explain his winning differences. If that sort of detail had been included in other parts of his website, it would have looked like a hard sell. Under the guise of a FAQ, it comes off as educational information and it is.

    I always do a lot of industry research when I write copy for a website and that helps inform how I write FAQs. I ask plenty of open-ended, neutral questions to try to get as much information from the client as possible. If I can give them 5 or 6 questions in draft form, they usually come up with more of their own.

    And, yes, the FAQs are a great place to park content that doesn’t naturally fit on other pages. I originally got interested in FAQs for the SEO benefit but have quickly become a fan for many other reasons.

    Thanks for your comment.

  • Totally agree. FAQs are a great place to include your keywords, in lots of different combinations.

  • Hi Sarah,

    What process do you go through to determine what questions an FAQ should include? Do you consult with the business, with users or determine it based on expert analysis of the larger body of available content and knowledge to extract likely points of confusion or information that can’t be easily integrated into general site copy?