Depending on the nature of your site, Help and FAQ's (Frequently Asked Questions) can span a few or many pages. Building up these sections of your site can greatly enhance your visitor's experience with your website. These pages are often sought out by shoppers who are looking for just a bit more information to help them feel confident about their purchase.

Building comprehensive Help and FAQ pages gives your visitors confidence that you're there to provide them the information and help they need to be comfortable purchasing from you. Solidly built pages can often reduce visitor confusion, lessen support call frequency, and create higher conversion rates as more shoppers are satisfied and confident that you can meet their needs.

Help pages

Help pages should not be limited to Frequently Asked Questions (FAQ’s) but should provide links to user guides, contact details, product support, customer support downloads, and anything else that will guide your visitors to the answers they seek.

Avoid marketing

Help and FAQ pages should not contain any marketing hype or sales material. These pages are there simply to guide your visitors to the answers they seek. Stick to the basics.

Info search

If your site has a search function and robust Help and FAQ sections, it can be helpful to allow visitors to search these sections exclusively. If the information being sought cannot be found in the Help or FAQ sections, the search should produce more results from the rest of the site.

Printable text

Help sections should be printable, or have printer-friendly versions. Visitors often print up the answers to their questions to show other decision makers. Having easy-to print pages benefits you and your visitors. The most important aspect of your Help and FAQ pages is that they are robust enough to answer as many potential questions that can be determined in advance. You'll also want to update these frequently as new questions get asked and answered.

January 15, 2008

Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.


"Help and FAQ pages should not contain any marketing hype or sales material."

That can be almost impossible for some sellers.

I'm actually working on building out a FAQ's page at the moment so this article was perfect timing! Thanks! I love the 'printable text' suggestion. I would have never thought about 'researchers' doing the leg work and bringing the information back to the decision maker!

Nicely done!

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Search Engine Guide > Stoney deGeyter > Four Quick Ways to Improve Your HELP and FAQ Pages