The Benefits of FAQ Sections on Product and Category Pages

Aleksandar asked this week's Ask An SEO question about the importance of having a product Q&A section for a fashion brand that exclusively sells its own branded products. Is there a need for this besides the typical questions about sales, delivery, and returns?

Product Q&A and FAQs on collections or categories play a crucial role in all niches and industries. This is particularly important in the fashion industry, especially for companies that sell their own products.

SEO isn't the main focus here, it's all about the user experience.

Don't just stick to FAQs, providing detailed descriptions and addressing common questions in the content is also key. This is a common practice in conversion rate optimization (CRO).

When done correctly, a positive impact can result in a decrease in customer returns and wait times caused by poor website experiences with customer support. Let me give you some examples by page type below.

Having the right Q&A on relevant pages can help answer visitors' questions, ensuring they understand how the product or service can meet their needs. Building the consumer's confidence may lead them to take actions like clicking "add to cart," scheduling a meeting, or filling out a form.

Feel free to mention if the product or accessory isn't compatible. This can help direct customers to a solution that works while also linking them to other products or services.

Our first step is to check live chat records and customer service emails for any inquiries. If needed, we then turn to online resources for further assistance.

When you visit review sites, forums, and online communities, you'll come across questions from both your customers and your competitors' customers.

I have some examples of different types of pages that I've looked into or would like to explore in the future. I'll begin with product pages, then move on to categories, and end with a homepage and FAQ section.

Product Pages

If the query is about the product in particular and it doesn’t apply to other products you sell, place the content on the specific product page.

I usually focus on the catch-all aspect rather than specific variants such as size or color. If you have correctly set your canonical links, you can also include them on the variants. To illustrate, let's use fashion as an example since that was the topic of your question.

When addressing product inquiries, consider aspects such as the fit of the garment or whether it is designed for certain body shapes like pear or diamond. You can also provide comparisons between the sizing of your products and well-known brands. For instance, you could explain how your company's medium size is similar to the XYZ size at AB, a popular retail store catering to the same customer demographics.

If you sell hair care products, make sure to specify which hair types, thickness, and lengths they are best for, or if they are not suitable for dry or chemically treated hair.

The same goes for shoes - mention if they are good for play or comfort, road running or trail hiking, and whether the person pronates or not.

Collections And Categories

When you place this information above the call to action (CTA), it can assist the user in making a decision. It's also beneficial to include them in the FAQs section of the page as they are related to specific products. I have utilized this strategy with various niches such as electronics, fashion, toys, and tools.

If you're familiar with Shopify, you'll recognize these as collections. On other platforms, they're typically referred to as categories. Essentially, they group together similar products or services that cater to a customer's requirements.

These groupings can be divided by sizes, colors, variations, and more. Additionally, incorporating questions and answers functions similarly to the product pages mentioned earlier.

Avoid keyword stuffing in the content above and below the product grid for better SEO. Instead, address the questions that consumers have while highlighting the brand's key points and benefits.

Explain to the customers why they should choose to shop from the variety of options available on the page. Take advantage of opportunities for internal linking and aim to reassure the consumer that they have come to the right place.

I want to share a different perspective using cruise ships instead of a retail setting.

Even though I don't have any experience working with cruise companies, I've had this idea for about a decade and surprisingly, I haven't come across it being implemented anywhere. During my research on which cruise to book, I noticed that questions about cabin bathrooms for individuals of larger size frequently popped up in online forums.

I have around 20 additional ideas for cruise lines, airlines, and hotels that are alike. If you work in this industry, feel free to submit an Ask An SEO question so I can share them with the world.

Cruise ships are known for making the most of their limited space. This can be challenging for some consumers depending on their size and physical abilities. One solution is to utilize text and written language, which is practical, along with visuals to enhance accessibility.

I suggest having around eight "tour guides" who can personally guide individuals through the experience. It is important to have a diverse group of models including one who is over 6 foot 5, one who is plus size, and one who uses a wheelchair.

It is important to note that not all showers in every cabin type may be suitable for individuals of larger size. By having a model that resonates with the cruise shopper, they can determine if the cabin type is a good fit. The tour guide can also provide guidance on which cabin experience may be more suitable and offer alternatives such as a locker room shower.

Locker room showers on ships are usually big and roomy, with great water pressure. This was mentioned in several comments during my research and was definitely true on the ship we visited.

If you're tall, you might be curious to explore the ship, test out the games and facilities such as waterslides, and check if there are any activities that may be challenging for taller individuals.

Someone in a wheelchair or with mobility issues would benefit from having a tour guide who can show them the distance from specific rooms to elevators and the quickest routes to dining areas and entertainment. This way, they can determine if a particular ship or cabin meets their needs or if they should consider choosing a different one.

Home And FAQ Pages

Your homepage and FAQ pages actually have a lot in common. On your homepage, you can answer common questions about your brand, services, and products, just like you would on your FAQ page. It's a great way to provide valuable information to your customers.

When creating internal links, make sure to mention collection or category pages naturally with relevant keywords to help users navigate to the right place and build their trust.

In your FAQs, include general questions about your brand and company that don't relate to a particular product or category. This can cover topics like operating hours, return policies, shipping locations, and associated costs. You can also add some fun or quirky questions as a hidden surprise for your loyal customers and fans to discover.

Before you start adding FAQs to a page, make sure they are relevant to that specific page. Avoid adding content just for the sake of it.

On a collection page, focus on questions and answers related to the collection as a whole, rather than specific products. Product-related questions should pertain to the product itself, not company policies.

I'm glad you found this answer useful. It's a tool we use to cut down on logistics costs, reduce overhead expenses, and boost conversions. Thanks for asking such a great question!

For more information and resources:

25 Best Examples Of Effective FAQ Pages

Perfectly Optimized Content From Start To Finish

Ecommerce Marketing: The Definitive Guide

Featured Image: Visual Generation/Shutterstock

Editor's P/S:

The article discusses the importance of a product Q&A section for a fashion brand that sells its own products. It goes on to provide examples of how to effectively use Q&A sections on different types of pages, such as product pages, collection pages, and the homepage. The article also provides some general tips for creating a successful FAQ page.

One of the key benefits of using a Q&A section is that it can help to improve the user experience. By providing answers to common questions, you can make it easier for customers to find the information they need and make an informed decision about whether or not to purchase a product. Additionally, a well-organized and informative Q&A section can help to build trust and rapport with customers. This can lead to increased sales and customer loyalty.