Why Ask Why?

Save money and time by adding a Frequently Asked Questions page to your web site.

Here’s a question: Is a Frequently Asked Questions (FAQ) page a necessity for your web site?

Answer: Yes, definitely. And there’s really only one reason to establish a FAQ page to your web site: information for the consumer — and lots of it.

If you haven’t already added this feature to your site, you’re missing out on improving customer service, keeping your site as informative as possible, and cutting down on consumer inquiries — which can mean reduced costs due to increased efficiency.

The most important thing for your FAQ page is to provide the most information possible, says Scott Sanfilippo, co-founder and chief marketing officer at Solid Cactus, an e-commerce design and development company. Most consumers will have questions either before or after they do business with you, so the more information you can provide, the more you will streamline the purchasing process.

Sanfilippo suggests that you put all FAQs in one place. Check your competitors’ sites or major online retailers where you can find best practices. Usually, the link to a site’s FAQ section is included next to contact information either on the top navigation or bottom.

Common answers on the page itself usually resolve questions concerning:

• Information about an order (shipping, order processing time, etc.)
• Payment methods
• Contact information
• Mailing address or directions
• Return policies
• Warranty information
• Privacy concerns

Your FAQ page should answer all the possible questions a consumer might have. If they have to leave your site and call to ask a question by phone or email, the FAQ page isn’t serving its purpose, Sanfilippo says.

“For the most part, it’s a convenience for the customer,” Sanfilippo says. “If you can eliminate customers calling in, that’s a cost benefit. The priority should be providing the customer with as much information as possible.”

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