Write an FAQ page people will want to read.

Think about the last time you did a Google search. Chances are, you asked a question. That’s what many of your customers are doing too, which is why a well-written FAQ page can help your organic SEO and attract visitors to your site. 

And think about why you visit an FAQ page. Most people read FAQs because they’re already interested in a company. Maybe they want to know more about how a product works. Maybe they’re interested in the shipping policy or how to make a return. Maybe they just need more information before deciding to buy. 

Instead of scaring off warm prospects with a list of FAQs that read like they come from your legal department, take advantage of the opportunity to help people get to know you better.  

1. Know what your customers are asking.  

Go beyond the basics, and really think about the things people want to know about your product or service. If you’re not sure, ask your sales team. Do some online sleuthing and find out what people are asking about your competition. Or use Google Autocomplete and People Also Ask to find commonly-searched questions about your industry. Get inspired, and write from there.  

2. Keep it conversational. 

Your FAQ page is no place for technical jargon. Write your answers in a way that's approachable and easy to understand. Here's a tip: 

Q: How can I write in a way that is warm and friendly?
A: Pretend you're speaking to your grandmother.  

4. Keep people on your site.
Speaking of links, an FAQ page is a great place to encourage readers to click through to the rest of your site, or to your social media pages. Internal and external links exist for a reason. (And Google likes them too.)

5. Group similar questions together. 
If you’ve got a long list of FAQs, try organizing them into groups of related queries. That will make it easier for people to find the answers they’re looking for, which makes you look like a fount of useful information and someone they’d like to do business with.

Happy writing!