I remember the first-generation websites that we all had a lifetime ago. They were clunky and slow and had way too much poorly written content, bad navigation bit-mapped images. They also invariably had FAQs because we really didn’t know what else to include. I’ve hated FAQs ever since—I’ve always associated them with those crappy websites.
But I’m seeing a lot of FAQs these days and I like them because they’re complete workhorses. They can be repurposed, they can improve organic search rankings, and they can even be used in your AdWords campaigns. I just used these very effectively on a recent project, and they were the perfect solution—consolidating potential questions about key company services on a single page.
Key benefits of FAQs
1.FAQs can be repurposed for e-newsletters, blogs and social media
What I love most: FAQs are easy to create. They’re cost-effective content for small businesses—the crisp format means they can easily be created by in-house teams without extensive review and approval cycles. Best of all, FAQs fill a need. I love the way they can ask a question and answer it. At their best, FAQs are problem solvers, crisp, quick and succinct.
What I like even more, since I want to get as much mileage as possible out of everything I write, is that FAQs can be repurposed.
- E-newsletters.Extract a few of the FAQs and feature them in your monthly newsletter. Ask the question, provide a brief answer, then link to your website with a Read more methodology where your audience can find out more information.
- Social media.This is really a no-brainer. Repurpose a single question/answer on your social media sites. Be wary of lengthy posts—people are much more likely to read short and accessible posts. Edit the text or think about Asking the question and providing a link to your site with the answer.
- Print collateral/data sheets.If you share pdf files about your services, a nicely formatted, branded pdf file of FAQs is a great addition. Selected items from your FAQs are great additions to brochures or other print collateral.
2. FAQ pages can help with organic search rankings
FAQs are workhorses when it comes to Google organic search. By using keywords in each Q&A, then linking to their corresponding product pages where you more fully develop the description, the FAQ model nearly automatically optimize themselves for search. And because they offer useful information, they can help build links over time.
A page of thoughtful FAQs becomes a hardworking asset
FAQ pages are the unsung workhorses of content and search marketing. While any company can create and benefit from FAQ pages, they’re particularly beneficial for small manufacturers or other small companies looking for a way to quickly and easily explain what they do and answer potential questions about their operations. Easy to create and repurpose, they provide a lot of bang for your marketing buck.