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“What information do I need to send you?”  “How quickly will I get a reply?”  If you find that you repeatedly answer the same questions over the phone, then a FAQ page on your website could be the perfect solution to make that information more accessible to your clients.  After all, the companies you buy from personally are no doubt the ones that meet your needs, are easy to deal with and offer a transparent service you can trust?

What should a FAQ page include?

Aim to solve your customers’ problems - they might be looking for specific answers about the services you offer, timescales for delivery, who will undertake the work or what the cost might be.  People may also be interested in how you deal with problems or complaints.

What should it look like?

Some FAQ pages are a simple list of questions and answers. Others are split into sections to answer different types of queries.  And some allow you to type freely into a search box to generate a number of related articles.  There is no right or wrong answer on style – but choose one that is quick and easy for customers to use and suits the tone of voice and complexity of your business.

What’s in it for me?

  • Time: A FAQ page could free up some time for you or your staff to concentrate on other aspects of the business.
  • Signposting: Use the FAQs to direct customers to other information within your website, like special offers, blogs and news articles, that you want them to see.
  • Search Engine Optimisation (SEO): You can tailor the questions and answers to include popular keyword search terms, which can help direct more web traffic to your site.
  • Trust: By offering publicly accessible solutions and information, customers see your brand as approachable, transparent, authentic and trustworthy.

Cal Partners is an award-winning marketing and digital marketing agency based in Newcastle upon Tyne.  With many years’ experience in the professional services sector, we know that individuals sometimes struggle to find the information they need when instructing solicitors, accountants, financial advisers etc – the people who will ultimately advise them on some of their most important decisions and life events.  Offering access to the right information at the right time can mean the difference between winning that business or not.

About the author

Alison O'Neill

Account Manager, Alison, is a former Forensic Scientist who moved into professional services marketing in 2008 and is a Chartered Marketer and Member of the Chartered Institute of Marketing (MCIM).

Marketing for Professional Services

Cal Partners

The go-to strategic marketing partner for ambitious professional services