Writing FAQs, or frequently asked questions, seems like a no-brainer. You write some questions, add the answers and call it a day … right? Not so fast.
Like every other piece of content, a successful FAQ takes strategy, especially now that Google has changed how FAQs factor into SEO. Now, it’s even more imperative that you know the steps that go into writing questions and answers that will serve your audience well. Here’s how.
1. Consider your purpose.
Start by asking yourself why you are writing FAQs. While they are no longer the instant SEO treasure trove they once were, FAQs still serve a purpose in organic search and AI visibility. They’re also useful for pulling information together from across your website and explaining things in clear, black-and-white terms. Some organizations use FAQs to help reduce inbound calls or for help with onboarding new customers.
FAQs can be aggregated into a single web page or document, or they can appear within the content of individual products or service lines. Consider your distribution channels and how your audience will use the content when deciding where your FAQs should live.
2. Determine the questions. (Never assume you know what they are.)
Of course, there will be messages you want to communicate through your FAQs. But the most effective questions are the ones that prospects and customers (or another target audience) actually want the answers to.
Start by talking to sales to find out which questions come up most often during conversations with prospects. Product managers and customer service leads can provide insight on what customers are asking via call center logs, chatbot history and CRM data. Depending on how your organization is structured, you may also need to talk to people on the ground who interact with target audiences in person.
Next, do some online research. Scan related forums and Facebook groups to see what people are asking. Conduct keyword research. And consider the “people also ask” queries Google serves up when you search a term.
3. Research the answers.
In many cases, the answers you need already exist in other content. This is a good opportunity to ensure it is accurate and up to date.
For questions that don’t have existing answers, you’ll need to write them. If you don’t know the answers, consult a subject matter expert within your organization.
Then, compile the FAQs and edit them so they all share the same style and tone. While most people won’t read every question and answer on a page, it’s important that they all use consistent, brand-appropriate language.
4. Get approval from SMEs.
Depending on the nature of your FAQs, you may need multiple subject matter experts to review your content. After all, FAQs exist to clarify information that wasn’t clear before, meaning accuracy is key. And sometimes that means pulling in multiple teams to review.
You might discover that legal and finance disagree on the way to phrase something. You might find that the way the customer service team is answering the question does not align with what healthcare workers on the ground are telling patients. Building enough time into your schedule for the review process will help you avoid these types of issues.
5. Get a fresh set of eyes on it.
Now that you’ve reconciled reviewer feedback, ask someone outside of the project to take a look. Does everything make sense? Are you clarifying what actually needs clarification? Are there still gaps or unanswered questions?
6. Proofread and publish.
Once you’re happy with your FAQs and you’ve given them a final proofread, now it’s time to hit “publish.” But that doesn’t mean the work stops there. Set a reminder to revisit the FAQs at least twice a year — more frequently if things change often in your organization.
Then, determine how you can repurpose all this great content. Just because the content is basic and straightforward doesn’t mean it isn’t valuable. Could some of the questions and answers be simplified for newsletters or used individually as social media graphics? Or would it be valuable to include the FAQs at the end of a sales booklet or print them as a leave-behind? Use your imagination and make the most of your investment.
FAQ Writing Checklist
A well-written set of FAQs is a powerful sales and customer service tool. Follow these steps to write yours:
- Clarify why you’re writing FAQs and where they’ll live.
- Consult internal and external sources to build your list of questions.
- Research and write clear, accurate answers.
- Circulate your FAQs for review and incorporate feedback.
- Have someone outside the project read them to ensure answers are thorough and easy to understand.
- Proofread, publish and revisit as needed.
- Repurpose your work across other channels.