Tweak Your Higher Education FAQ Pages to Ask the Right Questions

Pete Schauer

Marketing Director

Your FAQ page is more important than you probably realize. For some prospects, it’s one of the first pages they visit when looking for information on your school. Moreover, query-based searches are becoming more popular thanks to voice search. By utilizing your FAQ page, you can address common questions that prospects have during the enrollment process.  
 
A strong FAQ page improves the user experience and supports your SEO strategy. Let’s find out if your FAQ page is the best it can be.

Do your FAQs address student concerns?
The purpose of an FAQ page is to answer the most common questions you receive from students. Unfortunately, FAQ pages are often jumbled up pages that have no real direction. Other problems we see are not answering problematic but important questions (i.e., why is your tuition higher?) and being over-promotional.
 
When going through your FAQs, make sure that they address real questions that your audience has. If you’re not sure, put yourself in a prospect’s shoes and imagine what you would want to know if you were going through the enrollment process. Also, the copy should be friendly, conversational and well-written.

Are your FAQs easy to read and understand?
Your FAQ page should be informational, but you don’t want to go overboard with too many questions or too much information. This may leave your prospects more confused.
 
Start by writing down the most important questions you can think of. If you have a handful of questions, one FAQ page will suffice. However, if you have dozens of questions, consider restructuring the architecture of your page. Some schools do this by grouping questions together and organizing them under a subheading. You can also include a list of links or an accordion menu and give each question its own URL.

Do your FAQs support your SEO strategy?
The search engines are getting better at understanding user intent. To raise the chances of your content getting found by your audience, it’s important to optimize your FAQs. Not only will more people find your site, but also one of your responses could be featured as a rich snippet on Google’s SERPs.
 
The best way to improve the wording of your questions is by using real speech. Consider your audience and how they would ask a question. What you come up with may make the content less formal, but don’t confuse this with being less professional. A conversational tone is friendly and personable, but it’s still polite and grammatically correct.
 
Once you update your higher education FAQ pages, be sure that you continue to review and tweak them on a regular basis. This way, you can be sure that all information is up to date and accurate. These pages are sometimes neglected, so by giving yours some attention, you can stay ahead of your competitors.

About the Author: Pete Schauer

Born and raised at the Jersey Shore, Pete Schauer is the Marketing Director at SEMGeeks. He holds a M.A. in Digital Communications from William Paterson University and has 8+ years in the digital space with companies such as Bleacher Report and Social Media Today in addition to SEMGeeks. His background includes creative and professional writing as well as strategic digital marketing communications and management.

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