Questions from customers can be some of the most valuable, and easiest to create, data you have on your website. Think about why someone comes to your website. They have a need or a problem they want to solve. They go looking for an answer to the question “Will this solve my problem?”. There will be many smaller questions and these are the ones for which they are looking for the answer, such as:
Product-type questions
- Where is it made?
- How big is it?
- When can I get it?
- What colors does it come in?
Service-type questions
- Is it one-on-one or group instruction?
- What materials or hand-outs do I get?
- How long is the contract for?
- What are the instructors qualifications?
Your website needs to answer those questions. The more questions you can answer, the better. The more complete your answer, the better. If you can answer these questions, your website visitors will buy from you instead of a competitor.
While you’re at it, be sure your questions and answers are tagged with rich snippet mark-up.
How do you know the questions from customers?
Your customer service staff can keep logs of the questions they receive. These are the questions YOUR customers are asking. You can also get them from:
- Product reviews.
- Contact form submissions.
- Post purchase surveys.
- Ask a Question forms.
- Chat logs.
- Return and exchange form comments.
Once you have your top questions from customers and the answers, post them as FAQ’s on your website. Not only is this good content for your website, but Google prominently shows questions in their search results. Why? They know that people are searching with questions and looking for answers. It’s their job to provide the answers. Your answer could be selected as one of the answers they display.
Now that you have your questions and answers ready, use them on your social media posts. Include them in your newsletter. Tag them with rich snippets to improve your search results.
Another great way to use these is to turn them into their own stand-alone content. Create a video or a tutorial for the question and the answer. Show how to assemble a product. Show your instructor teaching a class. Search engines, and customers, love video content. This can then also be shared on social media, in your newsletter, etc. Can you see how one question and answer can lead to an entire subject of new content?
Questions from customers are some of the easiest content to create and can be the most valuable. Properly used, it will increase your conversation rate and your revenue.
Contact us to learn how we can help you to be more successful.
* image used under license from Pixabay.
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