Manufacturing FAQs: The workhorse of content and search marketing
Columnist Dianna Huff explains the benefits of FAQ pages, from improved search rankings to paid search landing pages.
Today, you can find FAQs on all types of websites, from local “Main Street” shops to global multinational corporations and everything in between. FAQ pages help people find answers to questions — and in doing so, can help improve customer service and the user experience.
They can also reduce the number of times a customer support person has to answer the same question over and over, freeing them up to deal with more complex questions or issues (or better yet, sales).
For small manufacturers, a general FAQ page can provide answers to standard questions such as:
- how to place an order, or if a minimum order exists.
- what credit terms are.
- how to schedule a tour of the facility.
- how shipping works (e.g., “Do you ship worldwide?”)
- what your industry certifications are (e.g., ISO.)
- how you handle custom orders or applications.
But FAQs can cover much, much more than standard business questions; they can also provide information related to products, services and processes.
For example, doing a search for, “Metal stamping frequently asked questions,” turns up a fair number of FAQ pages for various companies, but I particularly like this one from Advantage Fabricated Metals. Their FAQ section includes seven FAQ pages relating to their processes, as you can see in Figure 1. Nice!
What my agency likes about FAQs like this is that they deliver so much value — especially with regard to content and search marketing. They can be repurposed, they can improve organic search rankings, and they can even be used in your AdWords campaigns.