Amid the COVID-19 pandemic, your customers will be looking for answers to a host of burning questions — and it’s your responsibility to provide them.
In addition to keeping lines of communication open across all consumer touchpoints including social media, phone and email, consider creating a COVID-19 FAQ page.
Developing a dedicated COVID-19 FAQ page should be one of your top strategic priorities right now — and we’re going to explain why as well as how.
What is an FAQ page and why is it so important right now?
An FAQ (frequently asked questions) page is a web space dedicated to providing practical answers to common user curiosities or questions.
Not only do FAQ pages play a pivotal role in your search engine optimization (SEO) strategy, but in the age of COVID-19, the right content will help your consumers uncover essential answers to questions surrounding your business’s status or processes during the pandemic.
A dedicated COVID- 19 FAQ page can help you to reduce queries across your main customer service touchpoints while creating a level of transparency that will encourage consumer loyalty during this most uncertain period.
Right now, you owe your customers a well-designed, value-driven COVID-19 FAQ page, and we’re going to show you how to create one.
What to include on your COVID-19 FAQ page
Here are the essential ingredients to consider when creating a successful COVID-19 FAQ page for your business.
- Q&A format.
- Scannable functionality.
- Useful links.
- Content to address your consumers’ COVID-19-related questions.
Let’s take a closer look at each below.
To help your audience source answers to COVID-19 related questions at a glance, use a question and answer (Q&A) format. For example:
Q: Are you still shipping goods during COVID-19?
A: Yes, we are offering standard delivery, according to government-advised safety standards.
Q&A formats are logical, digestible, and will help you provide practical answers to specific questions — a tried and tested format that works.
When creating content for your COVID-19 FAQ page, focus on the value of your content above all else — but a little creativity will go a long way.
Dropdown boxes, for instance, will make your Q&As scannable while allowing you to fit more content onto the page. And, if you really want to dazzle your customers, providing dynamic links that automatically scroll to a specific Q&As within your page will prove most effective, like this example from Zappos.
Another key element of making your COVID-19 FAQ page easier to navigate is offering links to relevant website content, video content or resources that will guide your customers to a suitable resolution to their question, or questions.
For instance, if you’ve offered an answer to a question surrounding your COVID-19 returns policy, you could provide an anchor link or hyperlink to an updated shipping and returns landing page, should your customers want further details on the subject.
Or, if your customers are curious about what’s happening behind the scenes of your business, you could link out to a dedicated Facebook group so they can gain access to regular updates while joining in the conversation.
Content to address your consumers’ COVID-19-related questions
To ensure that you provide your consumers with direct and practical information, take the following measures when creating your COVID-19 FAQ page:
- Consult SEO keyword tools and planners as well as Google Trendsto find out what customers in your niche might be looking for (COVID-19-related questions) via popular search engines.
- Explore your competitors’ FAQ pages for industry-focused COVID-19-related Q&A inspiration.
- Place yourself in the shoes of your customers. Consider what you would want to know during the pandemic and create FAQ content that covers all of these bases.
- Attempt to answer most questions starting with a ‘yes’ or a ‘no’ if possible — this usually resonates well with people.
- Always speak in plain, simple language to avoid confusing or alienating your customers.
COVID-19 FAQ page inspiration
For your FAQ inspiration, here a few ideas for specific sectors or industries:
Hotels & hospitality
Feature answers or provide links to information according to specific branches, locations or areas of the business (kitchen, the front of house, bookings, etc.)
Arts & entertainment
Get creative by embedding relevant video content within your page — just make sure it doesn’t detract from your messaging.
Feature a bulleted list with useful links (where appropriate) to both internal and external resources surrounding your new COVID-19 health & safety processes.
Education & sports
Drill down into questions that offer direct value in terms of educational or fitness-based resources. Offer your audience guidance on how to access educational materials and keep fit during the pandemic while remaining safe and compliant.
Create an FAQ page that provides answers to questions that relate to your customers’ pets (and how to care for them during the crisis) as well as how you can help over the coming months — perhaps peppered with a few heartwarming animal visuals!
Best of luck creating an FAQ page that will drive customer loyalty during the COVID-19 pandemic.