Every customer has a question they’re hoping you can help them answer. Sometimes that one question leads to more questions, but all questions start with asking whether or not you’ve got what they’re looking for or if you’re able to help them. One of your goals should be to clearly and succinctly communicate what you offer, both in general and for each specific product/service, because if in the first few seconds of their visit on your site or in conversing with you they don’t think you can help them (or they can’t figure out what you offer), they’re more likely to move on and try someone else.
So the question to you is “what do you offer”? That may be the whole question, but it also may be more specific as “What do you offer in this product?” or “What do you offer in this service?”. The answer to that any of those three questions should be a phrase or a complete sentence, and again, it should be easy to understand in the few seconds potential customers may give you.
Once you’ve established the big picture of your offering, then you have to consider what more specific questions people would have about that product or service. Some of those questions would typically be answered on the individual product/service pages, for example what does something look like, what sizes are available or what’s the cost or what colors are available or what are the measurements of the item or what are the time limits/commitments on the service or what makes this one different from similar ones like it. In too many situations these individual pages are insufficient and leave people with questions.
Beyond that are some questions that companies often answer on FAQ pages. If you have a lot of general questions it’s best to sort and group them by category with section titles. Additionally, if you are only posting questions about one aspect of what you offer that for some reason you don’t want to post on the actual product/service page, you need to clearly communicate the purpose of your FAQ page at the top of the page so that you don’t confuse people.
Finally, as a last resort you should make it easy for people to ask their questions by providing them at least two means of contact such as an email address and web form, or phone number and social account or any combination of some/all and more. As I said you should answer as many questions and provide as much information as possible for them before they have to contact you, but some people have situation-specific questions that wouldn’t be answered by anything you would likely put on the site, but they’ve seen enough that they think what you’re offering might answer the question of if you’ve got what they’re looking for.
So does your business answer your customer’s questions, or do you just create more questions?