How to Build a High-Converting FAQ Page on Your Singapore Website

high-converting FAQ page

FAQ pages are an excellent tool for converting leads into customers. Most people open this page after finding your products worthy of buying. Visiting the FAQ page is usually the last step before they decide on whether to purchase your products.

That said, many websites in Singapore overlook the importance of the FAQ page. In most cases, it is included as a formality. Your FAQ page must have an objective. For instance, you should always look to get conversions from this page.

Your FAQ page should serve a purpose. If it has no goal, it could hurt your website. A poorly-designed FAQ page will increase your bounce rate and reduce your organic traffic.

If you are yet to optimise your FAQ page, this is the time to do it. For those without one, you should create it as soon as possible, or seek the services of a professional web designer.

Here are some insightful tips on how to create a high-converting FAQ page.

Ask the Right Questions

A fantastic design and a proper layout are vital for providing an excellent user experience. However, the most crucial element of your FAQ page is the questions.

A common mistake made by websites is including irrelevant questions on the FAQ page. Questions such as the number of staff, your company’s hometown, and so forth are not useful to the customer. These belong to the ‘About Us’ section on your website.

Adding irrelevant questions and answers confuses the visitors. It is also inconvenient. Visitors waste their time looking for useful queries, which translates to a poor user experience. Always ensure that your questions are relevant to the user.

Ideally, your questions should aim to increase conversions and sales. For instance, if your company does digital marketing in Singapore, your questions should cover services offered, contract length, payment options, and so on. All of these impact the buying decision made by the visitor.

Think from the customer’s point of view when creating questions for your FAQ page. The questions should be logical. They should also be practical. The objective is to make the visitor confident in buying your items.

Alternatively, you can get question ideas from other parts on your website. Take a look at the questions in clients’ emails, call records, submissions forms, live chat, and social media. Keep a log of all queries and group the similar ones. If a question appears frequently, you should add it to your FAQ page.

Simplify the Navigation

All parts of your website should offer a seamless browsing experience, including the FAQ page. If your visitors cannot find your FAQ page, they are likely to leave for another website.

The best approach is copying a real-life shopping experience. If a person walks into a shop, they will ask an employee to help them around. The worker might solve the problem or refer them to the right person. Ultimately, the shopper will find a solution to their challenge.

The most popular format in FAQ pages is questions followed by answers throughout the page. This means that users have to keep scrolling until they find what they are after. This is a tiresome process. A visitor might even miss the question they were looking for, leaving their problem unsolved.

You should emulate the format used by Microsoft on their FAQ page.

The questions are divided into two broad categories – Windows and Office. This makes it easier for visitors to find a solution to their query. They will not waste time looking for Office-related answers in the Windows section, which would have been the case of the two sections were combined.

If you click on one of the sections, the menu expands. Even better, you are not redirected to a new page.

You can read all the questions without repeated scrolling. This makes it simple for users to find what they are after.

If Microsoft placed answers after each question, it would take up a much bigger space on the webpage. The layout would be unattractive, and it would take more time to find a specific question.

When a visitor does not find an answer on your FAQ page, it hurts your website conversion rate. On the contrary, an optimised FAQ page makes it easy for users to find answers. As a result, it boosts your conversions.

Keep the Answers Short

The majority of websites in Singapore cannot get it right with the length of answers on their FAQ page. The answers must be short and precise.

high-converting FAQ page

Your FAQ page should cover as many questions as possible. This ensures that you serve the needs of a broad audience. It also means that your questions will not need long answers.

Always ensure that answers are concise. Do not dive into details in every question. This is a smart way of influencing users into visiting other sections of your website.

It is better to have 40 questions with short answers than 15 with long answers. You can reduce the length of your answers by breaking down complex questions into simpler options.

Another disadvantage of long answers is that it leaves the visitor with more questions. Make sure that your answers only have the most critical information. This screenshot from PayPal provides a perfect example.


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PayPal could mean a lot of things. If they followed the complicated approach, the answer would be a long paragraph. However, they kept it short and straightforward. A visitor knows what the platform offers in three sentences.

If the answer were long, it would end up confusing the visitor. The answer above is short and precise. Most importantly, it answers the question.

Offer Added Support

The questions on your FAQ page cannot tell all about your business. Regardless of the quality of your layout and questions, some people will still need extra support. Offering this additional assistance could improve your ROI significantly.

Take a look at the Samsung FAQ page below. You will notice that they offered added support via phone calls and live chats.

The live chat pop-up window aims to help users who cannot find what they are after. Visitors do not have to go to the contacts page to reach customer support, which saves time. If a visitor prefers calling, they can click on the button at the bottom-right corner.

You should copy Samsung’s strategy to create a high-converting FAQ page. It takes an effort, but the results make it a worthwhile investment.

Optimise for SEO

When you make any improvement on your website, it should be in line with your SEO strategy. This includes creating a high-converting FAQ page.

The primary role of a FAQ page is to provide answers. Designers expect visitors to navigate to the page from other pages on the website. This is what happens in most instances.

You can configure your FAQ page so that it gets traffic directly from Google. To do this, use searchable terms in your questions. If you are a digital marketing company, ask ‘What is Digital Marketing?’

Using questions that customers are likely to search online means that your FAQ page can appear in SERPs. This drives more traffic to your site and increases the conversion rates.

Google is an excellent source for finding SEO-friendly questions. For instance, if you do digital marketing, type in keywords that are relevant to your niche. You could search for ‘digital marketing in Singapore’, and then look at the suggestions at the bottom of the page.


The suggestions should provide ideas on how to form questions for your FAQ page.

Additionally, you can improve SEO by designating landing pages for your questions. The only problem with this is the constant redirecting of visitors, which can be frustrating. You can overcome this by ensuring that your landing pages interlink with each other. Your website should also have a proper architecture and easy navigation.


FAQ pages are a valuable resource to your visitors. The visitors to this page are often on the brink of purchasing. You should look to capitalise by providing relevant answers.

Besides wasting space, FAQ pages with irrelevant questions lower the credibility of your site. You should only post questions that are relevant to your audience. Remember to provide added support to supplement the questions. Lastly, ensure that your FAQ page is optimised for SEO.

These are the steps for creating a high-converting FAQ page. If you implement them, you will get more conversions and increase your sales.

Get in touch for more tips on how to SEO optimise your website and do digital marketing in Singapore the right way. 


Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

August 04, 2019

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