Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How to Write GREAT FAQ Pages For Better SEO, Page Views, and Results

How to Write GREAT FAQ Pages For Better SEO, Page Views, and Results Blog Feature

Marcus Sheridan

Keynote Speaker, Author & Partner, Author of ’They Ask You Answer”, Presented 250+ Sales, Marketing, & Communication Workshops Worldwide

September 10th, 2013 min read

I received an email from a podcast listener the other day that made me smile…and think. It went like this:

Hey Marcus,

I absolutely love your ebook and a few of us at LocalTrifecta Internet Marketing absolutely love your talks on Content Marketing. One thing: If I'm not mistaken, you said that FAQ pages were the dumbest things ever. Why is that?

Thanks,
--
Ramesh Ranjan

Ahhh yes, I did say that, didn’t I? ;-) But truth be told, what I should have said is that FAQ pages (on a website), done the traditional way, are the dumbest  things ever.

And what is the traditional way? Simple—A company lists 5-15 (average) of their most frequently asked questions and immediately, under each, they list a 2-3 sentence answer…and usually not a good answer at that.

Why is this a bad idea? Here are a few reasons:

1. We’re in the information age. Consumers, when visiting a website, expect to be fed—a lot. Generally speaking, a traditional FAQ page is meager servings, and isn’t going to generate a whole bunch of trust and warm-fuzzies with the reader.

2. From an SEO standpoint, pages of a website are most effective when they’re thematic (focusing on a central theme/keyword phrase). FAQ pages therefore have multiple “themes,” which gives the search engines little to chew on and dilutes the quality of the information. In a post Penguin/Panda era, this simply isn’t going to get it done in most cases.

3. If a company gets truly aggressive with their FAQ page and answers many questions, the page can go wayyyyyy long, which obviously will have a higher chance of losing viewers.

4. Along with #1, every business has a “tipping point” when it comes to total page views. Essentially, as a business you should look at a page view as a “date” with the prospect. With each date you go on (every piece of content they consume, be it text, video, etc.) you are one step closer to the ultimate goal—marriage (earning a new customer). FAQ pages are traditionally one “date,” which, as you might imagine, isn’t exactly going to help too many folks get married. :-)

How to Write Great FAQ Pages that Get Results

Now that we’ve discussed what’s wrong with traditional FAQ pages, let’s talk for a second about a simple method of doing them right. Essentially, there are only 3 main steps to follow:

1. On your FAQ page, list out all the major questions you receive every day. If you have more than 15 or so questions, you may want to break these lists out into categories, allowing the viewer to find the question they’re looking for quicker and easier. (Note*** Please understand you do not have to call this an "FAQ Page" at all, as it can be said in many ways, as show in the two photos presented here from the River Pools and TSL websites.)

2. Now that the questions are listed, do NOT answer them on the actual page. Instead, hard-link the entire question to the blog post that answers said question.

3. Finally, at the bottom of the page below all the questions, show a call to action for some type of guide/eBook that contains the answers of all the questions listed above.

 

river pools FAQ page On the River Pools FAQ page--which is actually called "Pools 101," a video, a list of questions, and a call-to-action all make the page incredibly successful for consumers just getting started in their quest for pool ownership.

 

Pretty simple, right? This method of designing an FAQ page is powerful because of a few reasons:

1. It allows the reader to “choose their own adventure” and take deep dives into the questions most important to them.

2. It allows for more questions to be shown on the page, as there are no answers to take up a lot of space.

3. It’s great for internal linking/SEO strategies. By making the anchor text of the link the question itself, this is sending a clear message to search engines as to exactly what the page/article is talking about—i.e. the keyword phrase it’s targeting.

4. It will lead to a huge spike in “dates” (page views), which will in-turn end up producing more leads and customers to follow.

 

Here at TSL, our FAQ page is actually entitled "Problems We Solve," and is one of the higher viewed pages of the entire site. Here at TSL, our FAQ page is actually entitled "Problems We Solve," and is one of the highest viewed pages of the entire site.

 

As I mentioned before, this is a very simple and effective way of addressing your company’s most frequently asked questions, but the unfortunate thing is that most aren’t doing it this way.

So that’s the simple challenge of this post. Revamp your company FAQ page—assuming you have one—and when you’re done, email me(if you'd like) the changes you've made. I’d love to personally see it and then, further down the road, hear the results as well.

Your Turn

Questions? Comments? Concerns? As always, don’t hesitate to leave your thoughts below my friends...

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE