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FAQS: FREQUENTLY ASKED QUESTIONS

Article by Lonny Hallsted (Kazeli - Business Referral Network)

FAQs are exactly what the acronym stands for: Frequently Asked Questions.

If you find that users are repeatedly asking questions about the same issue and your sales team or support team are spending a great deal of time handling these queries, perhaps you should consider an FAQ page for your website.

FAQ pages will allow you to minimize support requirements and will help to ensure that the response is always an accurate one (where possible). For example, if a significant number of users have asked about cost of shipping to a particular area it is important that they all get the same response.

FAQs can be particularly useful if you want to subtly highlight some of the services you offer. For example if you believe that your money-back guarantee is likely to impress your users and you would like to point it out to them, you could include it in your FAQs. Do not forget to include any limitations that might exist – for example if there are certain products that the money-back guarantee does not apply for. The answers should be as clear and concise as possible. For example:

Q. What is your returns policy?
A. There is a 30 day money back guarantee on all products that you find unsuitable. We will collect the product(s) free of charge and issue you with a store credit or a refund equal to the value of the returned product(s). We do ask that the product(s) are made available for collection in the same condition as they were when received by you.

We must not forget however, that FAQs are supposed to be questions that have been asked by the users. This is why the questions are usually asked at the website – in 3rd person instead of in 1st person – and the answers are written in 1st person. It is also important to make sure that the questions are in fact useful to the user. A common mistake is including questions that the company would like users to ask. When done in moderation this may not be a problem, but overdoing it might run the risk of making the users feel that the questions aren’t genuine and they may lose their trust in the website.

In order to counterbalance this it is always good to give users the option to submit a question at the end of the list. For example:

Q. What if I have a question that isn’t answered here?
A. Please email us at faq@ourdomain.com if you cannot find the answer to your question on this page.

The FAQs section does not have to be a final destination; it could be a gateway to more detailed information in another section of the website. Add links to your answers to take users to exactly what they are looking for in your website. You might even want to link from one FAQ to another if you believe that the questions are related.

For more information, or if you have any specific questions, please chat with us.

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