1. Determine the questions
If your company already exists, then either in your
inbox or your head of customer service’s inbox there
will be a plethora of questions to get you started. Use
these as a jumping-off point and make the list of
questions as long as possible. No question is a dumb
one, and odds are if one person thought it, then there’s
a group of people out in the world thinking it, too.
If you are creating your business from scratch, jot down
the questions that your friends, family, and investors
ask about your product or service. Create a focus group
and ask people to test your product or service and ask
them questions about their experience.
Make sure the questions are relevant to your specific
product and service and that they could make people want
to buy once they find out the answer. Always frame your
questions in a positive way.
2. Categorize the questions
Determine common themes within your list of questions,
and begin grouping them based on that commonality.
Common categories include:
- Shipping and returns
- Sizing
- Products
- Payments
- Security
- Your account
- Promotions and discounts
Sifting through a long list of random questions will
only further frustrate the consumer. Categorizing all of
the questions will help guide them on their search for
answers.
3. Highlight or link most popular
questions
They are called frequently asked questions for a reason.
Make sure that all of the questions can apply to
multiple people.
For instance, “What to do if my dog steals my
underwear,” would not be a good FAQ. A better FAQ would
be about the product details and the quality of the
fabric used to decrease the number of tears.
After you have the most popular questions nailed down,
pick no more than five questions to highlight as the
most popular or top questions at the beginning of your
FAQ page. Emphasizing these questions will make for a
better user experience because most shoppers will just
need those answers.
