Today, you can find FAQs on all types of websites, from local “Main Street” shops to globalmultinational corporations and everything in between.FAQ pages help people find answers to questions — and in doingso, can help improve customer service and the user experience.

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.What my agency likes about FAQs like this is that they deliver so much value —especially with regard to content and search marketing.

1:FAQs can be repurposed for e-newsletters, social media and moreBecause they’re so easy to create, FAQ pages make fantastic cost-effective content for small manufacturers — and the reason is that they don’t require the outside expertise of a copywriter or marketer.What I like about FAQs pages, however, is that they can be repurposed, an important benefit for small manufacturers on tight marketing budgets.E-newsletters:we first created content for an e-newsletter and then repurposed it into an FAQ for the website.But you can start with an FAQ web page and repurpose it into an e-newsletter article or create a brief Question/Answer blurb for the newsletter and link people to the full page.Social media:Repurposing FAQs for social media is easy:simply take a question/answer and use it to create content specific to the platform.Don’t forget to include a link back to the FAQ page!More detailed PDFs:The PDF had been formatted to look like a four-page brochure and included all the FAQs, plus illustrations relevant to the topic I had been researching.The benefit of a PDF like this is that prospective buyers can save it to their desktops and/or print it out.Posters:Whenever I walk into client work areas,I’m always surprised by the number of posters hanging around.No, not NASCAR or other sports, but posters provided by suppliers that contain useful industry information (thus they tend to hang around for a long time).

2:FAQ pages can help with organic search rankings
A small manufacturing client wanted to increase the company’s exposure for a specific product it manufactured.After some preliminary research, we discovered the information provided by other industry websites, including Wikipedia, was downright terrible and highly inaccurate.Based on our findings, we created multiple FAQ pages related to the topic and grouped them together on the website.In total, we created three new FAQ pages and then linked the existing service and product pages to them and vice versa.We also used the FAQs as the basis for the monthly newsletters and content for social media.

3:FAQ pages can be used as Sitelinks for AdWords
At my agency, we don’t like seeing content serve only one purpose; so when this same client initiated their AdWords program, we used two of the FAQ pages for Sitelinks.We were pleasantly surprised to see one of the Sitelinks get clicks — in fact, it got 10 percent more than the standard RFQ Sitelink we had also included (because “everyone else had one”).In conclusion…FAQ pages are the unsung workhorses of content and search marketing.While any company can create FAQ pages, they’re particularly beneficial for small manufacturers because they’re easy to create and provide maximum bang for the marketing buck.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.