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Eric Miltsch

Eric Miltsch President

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11 Steps To Creating The Most Effective FAQ Page

Online shoppers want answers to questions. They expect easy access to this information. And they don't want to waste time getting those answers. 

One of the easiest ways to help your online visitors is to create a Frequently Asked Questions page. For those feeling extra ambitious could even create multiple FAQ's for different sections of the site. The point being, provide the answers to the questions you already know your guests are going to ask you. They'll appreciate the value in this effort incredibly.

Keep in mind, as Internet users continue to search using conversation search queries such as "How does leasing work?" "Where can I find 0% financing in Pittsburgh?" & "How do I trade-in my used car?" there will be more opprotunities for your content to get discovered. Plus, that's the type of helpful content users remember and share socially. 

Your stores are filled with experts, it's time to leverage their respective knowledge. This is how I created my dealership's FAQ content in just a few days.

  1. Create a list of the subject matter experts in your store(s) [Service managers, GM/sales managers, top sales people, BDC staff, F&I, buyers, etc]
  2. Ask your experts to write down the 10 top questions asked by customers. [Extra points for video answers]
  3. Explain to them why you need this info; educate them on shopper behavior, how it creates a better user experience and how it contributes to your search marketing efforts as well.
  4. Organize the questions/answers by categories. [Sales, Financing, Service, Used Cars, Parts, trade-ins, etc]
  5. Use plenty of images to help make the content easy to scan - nobody likes to see a page full of text.
  6. Use your keywords as anchor text for links in the questions/answers to link to relevant content. [this is what helps improve usability and your internal deep linking efforts]
  7. Include additional call to actions/submit buttons and/or a form within the page to drive visitors to take action.
  8. Include additional contact information to the contributors of the content when possible.[phone #'s, email, twitter, etc]
  9. Use a separate tracking number to track phone calls from this page.
  10. Add social sharing.
  11. Keep adding new questions, or at least update your content once a month, to keep it accurate and current.

 

Do you have an FAQ page for your dealership? If so, please share yours in the comments below! 

 

 

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