How to Write an FAQ Page that Converts Prospects

Your FAQ page is one of the most important sections in the conversion funnel. It is where the prospects go to find more details on your service or products. It means that they are genuinely interested in your offerings and are one step closer to converting.

For hundreds of years, humans have used questions and answers to teach lessons that stick, display important information and expand on complex concepts. Having an FAQ section on your website makes it easier for customers to find the information they need. It saves money you might have spent staffing support teams, as most of the questions will be answered in the FAQ section instead.

According to the NNG, people are searching for answers to problems. By including questions customers could have, in a language they understand, they will find what they need without assistance.

Here are 10 tips to guide you when creating an FAQ page for conversion.

Make it easy to navigate

The primary reason why most FAQ pages fail is because they are hard to use. People expect instant answers to the questions they ask. For example, if a shopper enters a retail store, they simply signal a salesperson or read a sign that directs them to the section they are looking for.

Your FAQ page should be easy to use. Similar to a retail store, group questions into categories for more efficiency. By grouping questions together, information is easily understood. The prospect scrolls to a relevant section to find answers.

Group questions at the top of the page and duplicate the answers in the copy. This example from pivotal tracker should help. By duplicating questions with a list and pairing them with the answer, there is less friction in finding answers.

Begin with universal questions if you’re not sure where to start

What are competitors in your industry doing right? You’re not looking to copy them but use them as an inspiration. Are there any questions they’ve answered that are lacking in your FAQ? Have customers asked your support team these questions?

Remember that even questions with obvious answers are important, so don’t be afraid to include those. Some new customers don’t know about your brand or do not trust you. The basics establish a foundation for a relationship of trust.

Optimise your FAQ for SEO

Many websites have a habit of treating FAQ pages as a standalone page. While there is nothing wrong with this, you can also build an FAQ section with dedicated pages for a more SEO-friendly experience.

Hyperlink each question to a separate page. The audience might not be searching for your specific topic, but they could be looking for answers related to your brand on Google. By creating FAQ pages optimised for specific search queries, you increase the chances of getting found on search engines.

Include real questions your audience is asking

An FAQ is only useful if it contains genuine questions that your target audience and customers commonly ask. You’ve probably seen FAQs disguised as sales pages.

Speak to your customers and collate useful questions from your staff, especially the customer support team. Other sources of FAQs include website search queries, social media conversations, the sales team and front of house staff.

You can also use the FAQ page to reassure and address any concerns customers and prospects might have about a product. For example, a question people have when using Spotify is whether you can burn tracks to CD. They don’t offer this service but highlight the benefits of streaming against using a CD.

Ensure questions are relevant & timely

The needs of your customer are constantly evolving, and your FAQ should change with them. Even when you answer those questions in your website content, you should also answer them in your FAQs because not everyone reads your content.

Sweet, short and clear

Keep answers short and simple. The questions should be clearly worded and unambiguous. Answers should provide solutions, not more questions. No one wants to read a three-sentence question. It is confusing and uninteresting. The key is to find a balance. Answers shouldn’t be longer than three sentences. Use bullet points if it will be longer.

Write like your customers would

When writing an FAQ page, avoid using jargon that could confuse your audience. You need a copywriter who understands your audience, the words they use and how to communicate your message in simple words they understand.

This is an area where insight from your customers comes in handy. Some brands have a feedback tool that customers can use to tell them which areas of the FAQ they have found useful.  Ensure that the tone you use is consistent with your brand voice. If its friendly or relaxed, there is no need to change it.

Exit intent trigger

There is no exhaustive FAQ page. No one knows everything. Ensure that you’re addressing all the FAQs together by using feedback you’ve collected from prospects and customers. Some marketers use an exit intent trigger to collect more detailed feedback.

If users don’t find the answers they need, there is a chat widget where they can make a complaint and get redirected to the correct page. It increases engagement and traffic.

Get past objections to sales

The FAQ section is the best place to address any objection a buyer might have to a sale. For example, if your product costs more than the competitor’s, you could explain the exact value of your product that necessitates the price tag.


A well-written FAQ page increases traffic, drives engagement and skyrockets your online sales. Prospects who are satisfied with your content will convert. It helps a prospect through each stage of the sales funnel and highlights the benefits of your product that makes it stand out from the competition. It also increases your SEO ranking and displays your authority and expertise in your niche.



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