So many small business websites don’t seem to check their FAQ (Frequently Asked Questions) pages to see if these really are the kind of questions that potential customers are asking. All too often they don’t provide answers to the simplest and most obvious questions, yet their FAQ pages are packed with all kinds of irrelevant stuff.
I’m pretty convinced that, when they sit down to put the website together, they simply ask themselves what kinds of questions they think customers might ask and not what customers really are asking.
I mean, finding out what customers want isn’t rocket science.
Just ask customer-facing staff, whether online, over the phone or face to face, to keep a note of – literally – the most frequent questions they get asked and put the answers on the FAQ page.