Out of all the pages you will have on your tourism website, the frequently asked questions page may not be the highest on your priority list. But it should be, as there are several reasons why a strong FAQ section will help you and your business.
But what are FAQs? It’s a page of listed common questions and answers relating to a specific product. These questions/answers not only serve as a way for customers to quickly find answers to any burning questions they may have, but they can also help in organic search engine optimisation(opens in a new tab) (SEO) results. Furthermore, they can also aid in attracting new customers, close sales, and save you and your team from answering repetitive questions. Below, we’ll break down the usefulness of an FAQ page and some tips on how to make the best possible FAQ page.
Research
First things first, research your most commonly asked questions. What do your customers ask you? Are you tired of getting on the phone answering the same questions over and over again? Well, those questions need to appear on the FAQ page.
Now that’s done, think a little more outside the box and try and anticipate what more detailed customers may ask. Insurance? Is food/drink included? Do they need to bring ID? Is there a bathroom aboard the boat? Cover it all!
Once you feel you have covered your bases, have a look at some competitor’s websites or someone who does a similar tour/activity around the world and see what their FAQs are. Maybe you’ve missed something, it is always good to double-check.
Now, not only will this help reduce time spent answering those repetitive questions but it will also help build trust with your website visitors. A well-written FAQ page will show experience and the more detail you give, the more it looks to your customers that you already have the answers.
Important: try and keep your questions condensed, don’t go off writing 100+ FAQs as no one will read them all. If your tourism business does require a lot, don’t panic. We’ll talk about structure further down in this article. But hitting the important ones and having a solid answer for each is important as you’ll be well on your way to having an effective FAQ page.
Answers
People online these days are generally impatient. They want speed and they want answers now, not later. With that in mind, keep your answers short, sharp, and straight to the point. Avoid waffling and enormous paragraphs.
Structure & Placement
Categories: As we mentioned above, if you do require multiple FAQs, ensure they are categorised so users can quickly find what they are looking for. Maybe you’re based in Tanzania and you have multiple tours. For example, possible categories could be; “Kilimanjaro Climbs”, “Safari Tours”, and “Zanzibar Excursions”. The point of having these categories is to reduce user frustration as no one likes to sift through an unorganised mix of questions looking for their answers. A poorly constructed FAQ page may result in a potential loss of business with users getting frustrated or you may find yourself repeating answers on the phone.
Display: The next big decision is how you want them to look. Here at Tourism Tiger, we like a dropdown FAQ but there are many to choose from. WhatsApp(opens in a new tab) has a more in-depth layout as they have a lot of ground to cover but it’s very user friendly. Nike(opens in a new tab) has gone a slightly different direction with categories and the most FAQs underneath. The world is your oyster, get creative!
Tourism Tiger example (Roam Wild Adventures(opens in a new tab))
Placement: After all that work you put into them, you want people to find your FAQ page. Place them prominently on the menu on your website and clearly in the footer. Don’t make people hunt for it, make it obvious.
SEO
The keywords you decide to use throughout your website will be used mainly on tour pages, meta titles and descriptions, and the homepage but a properly SEO-optimised FAQ page can do wonders for you. Having a strong FAQ page should help your SEO ranking(opens in a new tab) as the naturally occurring keywords in your questions and answers will eventually appear in users search results.
For example, if someone wants to go white water rafting in Tennessee, they may search ‘How to get to Chattanooga Tennessee’. If your FAQ has that included, you may catch site visitors that way, aka naturally occurring long-tail keywords(opens in a new tab).
We here at Tourism Tiger also have the capability to add Schema markup to multiple pages, including FAQs. Schema markup essentially helps your website rank better for all kinds of different data from tour page content to testimonials to FAQs. This code we place on the sites we build help search engines return more informative results to the users, in turn boosting ranking.
In summary, having a well thought out and well-structured FAQ page will only do you good. It could be the difference between a happy customer and a frustrated, answerless one. It’s common these days to see the FAQ page forgotten about and hidden away (if there’s one at all) or just impossible to find.
Ensuring your FAQs cover your repetitive and need-to-know questions and are categorised correctly is essential. Additionally, making sure that the page is easy to find, use, and understand, and with the correct optimisation is a surefire way of providing the answers that your customers need!
At Tourism Tiger, we understand how a well-crafted FAQ page plays in enhancing your tourism website’s functionality and user experience. A well-crafted FAQ section isn’t just about answering questions – it’s a key tool in building trust and converting visitors into customers. With our expertise, we ensure your FAQ page is concise, informative, and tailored to highlight the unique aspects of your tourism services. Contact us today and see how we can help you create a streamlined and effective FAQ page as a part of your website-build package that will leave a lasting impression on your potential customers.
[Updated November 2023]
