The short answer: yes, a comprehensive FAQ page is a great idea for any advisor. Of course, there’s much more to consider–understanding the benefits of having an FAQ page is critical to one’s effective execution. Designating a page on your advisor website for these frequently asked questions, A.K.A. FAQs, directly caters to prospective clients and positively impacts your brand.
What Are the Advantages of an FAQ Page?
FAQ pages are a jack of all trades when it comes to usefulness.
- They foster positive user experience. 88% of website visitors are reluctant to return to a site after bad user experience. Prioritizing the usability of your website makes it appealing to prospects, bettering your chances of converting leads. An FAQ page serves as a point of reference for visitors. A well-designed FAQ page not only communicates transparency, expertise, and effort from the advisor’s end but is also navigable and aesthetically pleasing for users
- It’s built-in customer service. The modern consumer desires fast, reliable customer service. On live chat, 90% of consumers expect a response in under ten minutes when they have a customer service question. As an advisor, you don’t want to put prospective clients in the position of having to do outside research or reach out just to decipher your website. Creating an FAQ page saves trouble, time, and shows that you’re on top of potential questions and concerns.
- They boost SEO, especially for voice search. FAQ pages are prime places to offer insight into the advising industry. By utilizing relevant keywords and answering common industry-related questions, you can increase organic traffic. This is especially true for Google searches via the voice search feature. These searches are quickly rising in popularity.
Voice search is quickly rising in popularity as voice-enabled devices become commonplace across America.
70% of these voice searches are done using conversational language.
In other words, a question asked with voice search is less likely to be formatted like this: “CFP definition,” and more likely to look like this: “What is CFP?”
The latter is great for FAQ pages. It mirrors their question-and-answer format exactly, making your website more apt to show up organically.
What Makes a Good FAQ Page?
So, creating an FAQ page has all kinds of benefits. What, then, are the best practices to actually reap those benefits? Among all the tips to keep in mind, there’s one overarching piece of advice: be intentional.
Make It Your Own
Just like the rest of your website, an FAQ page should be personalized to your advising services. While your answers should be professional, your company’s voice should still shine through. As you’re deciding what to include as your FAQs, consider the following:
- Think from the client’s perspective. What do I know about my company that the client doesn’t–and should?
- What differentiates my advising from that of competitors?
Consider this FAQ from Victus Capital Wealth–it’s informational, specific to the advisor’s goals, and conveys a very clear, unique “voice.”
FAQ pages are just another space for you to give your brand personality, reach your target market, and establish your company as an expert in its field.
Keep It Short and Sweet
Two very common FAQ mistakes are 1) having too many questions, and 2) having too long of an answer. Making these mistakes can lose potential clients and increase bounce rates. Your FAQ page doesn’t have to answer every possible question related to finance or your company, but it should provide a meaningful baseline.
Twenty Over Ten client Dream Financial Planning does a great job of this. Everything is to the point, but still well-answered. Oftentimes, all a potential client needs is to be directed to another part of your website. Being intentional about the questions you include, as well as how you answer them, is a huge part of improving site navigation–and 94% of consumers say easy navigation is the most important website feature.
Looks Are Important
Users value aesthetic website design. A good looking website isn’t just pleasing to the eye, it communicates your legitimacy as a company and shows that you put effort into your work.
38% of users completely stop engagement if a website’s layout is unappealing.
Why is this FAQ page well-designed?
- Consistency. The layout, color scheme, and fonts are consistent with the advisor’s website.
- Drop-down answers. Clicking on the question reveals its answer. Doing this prevents the website from appearing crowded or messy.
- Visuals. The FAQs themselves are lined up well and visually appealing. In addition, including a banner image keeps the page stimulating and grabs user attention.
Keep SEO in Mind
While all of these tips play a part in SEO, be mindful of keeping your FAQ page SEO-friendly. That means ensuring your FAQs are relevant, naturally incorporating keywords, and developing questions that respond well to voice search.
Huguenot Financial Planning phrases their FAQs in optimal voice search fashion–especially with a general industry question such as “What is a financial planner or advisor?” The answer referenced, in addition, employs advisor keywords such as “fiduciary” and “independent fee-only advisors.” These keywords are echoed across the website, creating a specific website theme that’s great for user experience and rankings.
Talk About the Industry, but Circle Back
Answering broad questions about financial advising is great for clarity and SEO, but always take the opportunity to tie information about the industry as a whole back into your advising.
Here one of our clients, Fialkow Financial Planning, responds to a very general question. Yet the answer is tailored to the company, even utilizing internal linking to reference its process and services.
Another impactful way to do this is by including a call to action (CTA):
A CTA offers prospective clients a way to engage with your company instantaneously. A simple “contact us” hyperlink can go a long way in helping to convert leads.
A Worthwhile Investment
It’s tempting to decide that your advisor website can just do without an FAQ page – it takes time and resources to add anything to a website. Hopefully, all of this goes to show that FAQ pages are actually worth the effort; they’re instrumental for SEO, user experience, and converting leads. As long as you maximize effectiveness by referencing guidelines, it’s a win-win in the long run.
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