Prospects on the threshold of purchasing your product or service are likely to turn to your FAQ before making their final decision. As for your first-time visitors, your FAQ lets them know whether they're in the right place. The benefits of an FAQ are manifold... but only if the right questions are asked.
Your website's FAQ page is your opportunity to address concerns, clarify concepts, and remove doubts that arise for prospects on their path to purchase. After all, when a prospect lands on your site, there's no human there they can turn to for answers or help. Learn how the FAQ can best compensate for that absent interaction.
Creating compelling FAQ content is as much about the answers as it is about the questions. It means posing actual frequently asked questions (even the difficult-to-answer ones); getting your tone just right; and aiming for brevity, variety, and currency.
Once you're on your way to writing the most useful FAQ content you can offer, it's time to consider design. To ensure great UX, you'll want to consider ease of navigation, enabling search, and a prominent page link on various pages on your site.
While it functions as a self-help station of sorts, your FAQ page should be much more than that. Indeed, it may be one of the strongest sales tools available to you. So make it a space for user interaction—through conversion opportunities, contact options, and feedback features.
Now it's your turn to put together your company's FAQ, using some combination of your own intuition, your experience as a site user... and this checklist that summarizes all the best practices we've discussed.