Customer Experience

How to Build an FAQ Page That Closes Sales

You might wonder how a FAQ (Frequently Asked Questions) section on your website is related to your customer service.

Beyond providing a place to address customer questions, having a well-built FAQ section on your website can serve many purposes aside from just answering shipping and return policy questions.
Below, we will review some of the benefits of a well-built FAQ section and how you can do the same to make the most of it and even close sales through your FAQ page.


The Frequently Asked Questions section, is the one area of your website where clients can find answers to common questions or objections before making a purchase.

This is different from an ‘About Us’ or ‘Vision and Mission’ section as it is totally product oriented.

The FAQ page is most likely to be the area of your website that customers go to before they contact your customer support.

Use an FAQ page to:

Using your brand voice to make your page more personal and engaging.

  • Address straightforward questions which your customer support constantly receives over the phone or by email.
  • Boost your website SEO by using relevant keywords in your industry.
  • Remove concerns which can possibly get in the way of completing the purchase.
  • Provide clients with a self-help channel and a medium for them to move along the customer journey without contacting your customer service.
  • Remove some of the burden off your customer service support channels.

How to build an awesome FAQ section

Use your voice

Time and time again, we’ve been told that corporate voices aren’t always the best fit.

If your company has developed its own unique voice, show it off in your FAQ section. This is a breath of fresh air compared to the hundreds of thousands of websites out there that answer the same questions in a plain and generic tone.

If your company is all about humor or random thoughts don’t be afraid to let it shine in your FAQ section as well.


**Learn how your customer support can provide a personalized experience**


Answer essential questions

Sure questions like shipping time, guarantee, and your return policy is important. But just as important is to answer the questions clients wouldn’t think to ask but think about on a deeper level.

To find out what are those questions, ask yourself this:

  • What makes a customer doubt when buying your product?
  • What makes you stand out from the competition?
  • Why would they buy from you instead of someone else?
  • Is your brand really trustworthy and of the quality they expect?

Whatever it is, reach beyond the obvious and see what would make your customers checkout and close their sale by answering the right questions.


Do your keyword research

Thumbs up if you did your keyword research according to what your clients are searching for and you’re using those keywords organically and naturally scattered throughout your website including your FAQ section.


Location. Location. Location.

Your product or service offering determines the location of the FAQ section on your website. If you offer a product or service that is innovative and can bring up a lot of questions, then your FAQ should probably be at the top of the page.


If you’re a well-known brand selling a well-known item for the past 30 years, having it at the top wouldn’t make much sense.


Look on the bright side

The answer to potential client concerns might not always be sunshine and rainbows. Regardless, it’s all about how you choose to frame your answer. Stay positive and avoid any negative vocabulary. It’s easy to do so by using a little bit of humor which your customers will surely appreciate.

Does my X come with batteries?
Avoid: Unfortunately, batteries are not included.
Try: We’re still working on designing the perfect battery for our X. Until then, you’ll have to BYOB.

Your FAQ page is seen by potential customers who are interested in making a purchase and customers who would like to reach out to you. With this in mind, your FAQ page should be easy to find, ideally in your ‘Support’ or ‘Contact us’ section of your navigation menu.


The FAQ section should be updated on an ongoing matter based on the evolution of your customers and the questions that arise in your customer support.

So there you go. A FAQ section is more than an afterthought. It can be used strategically as a way to push sales for customers who are on the fence and provide self-help for customers who would have otherwise had to contact customer support.


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