Why Your Hotel Website Needs An FAQ Page
It’s 2018 and there are now entire generations of consumers walking (surfing) around (the net) who would prefer not to (would rather die than) speak on the phone directly with another human.
When users try to book a hotel online, they may struggle to find answers to simple questions such as check-in time, pet policy, or dining options.
Implementing a Frequently-Asked-Questions (FAQ) page on your hotel website could be a perfect solution that benefits both brand and consumer.
Here are four reasons why your website needs an FAQ page:
Save Time & Money
One of the most difficult tasks when managing social media accounts can be answering the same question time and time again. If it takes three minutes to reply to a guest who has questions about your parking fee, valet availability, or any general parking information and you get a similar question ten times a day – you’re spending 30 minutes responding to inquiries just about parking.
This results in labor and opportunity cost being taken away from other, more strategic social initiatives.
Building and maintaining an FAQ page will allow guests to find answers more quickly, and on their own, and ultimately save time and money.
This should also be an indication that a certain volume of searches for the information may be happening – and when a consumer can’t find the answer, they’re taking to social media.
Why not drive traffic, repeat or otherwise, to your website first. After all – that channel should be the one-stop-shop of information regarding your brand.
Featured Snippets & Voice search
A featured snippet is a prominent box located at the top of Google’s Search Engine Results Page (SERP).
This box can answer a user question in a concise manner. Be aware though, sometimes third parties or even your competitors can steal featured snippets and route visitors away from your site.
An FAQ page will let Google know you are the verified source for property-related questions and point users directly to your site, not through a third party.
In a study performed by Backlinko, over 10,000 voice search queries were analyzed on a Google Home device. Nearly 41% of all voice search answers came from a featured snippet.
Digest this for a second with us, every two out of five answers are pulled from a featured snippet.
With mobile devices making up 52% of web pages globally, voice search queries will continue to rise.
TRY IT YOURSELF: Go to Google and type, “Is [property name] pet-friendly?” and see if your site pops up in a featured snippet. If not, time to add an FAQ page!
Develop New Content
Consistent content marketing is another popular strategy and tactic for the hospitality industry.
This relatively “newly popular” initiative may be hard for some to wrap their minds (and budgets) around, but building an FAQ page is a nice win and a great first step for your content marketing strategy.
Website content serves a “best foot forward” way to provide the optimal user experience. Some questions or topics may just require a more detailed response or presence.
In this instance, having a page or two dedicated to frequently asked questions or frequently searched topics will benefit both your prospective guests and your digital marketing; consistent content updates = more content = more chances for optimization = more chances to rank.
TRY IT YOURSELF: If you’re struggling to develop social media content. Chop up the FAQ page question by question or however you see fit, reconfigure the content, sprinkle in some graphic design or video and suddenly – you’ve got a new post ripe for engagement!
Optimize the Booking Funnel (aka: Increase Revenue)
As mentioned above, a main function of content is to enhance user experience. What is the intended result of a good user experience? Transactions.
In 2016, Forrester Research found “53% of US online adults will abandon their online purchase if they can’t find a quick answer to their question.”
You could be losing half of your potential online bookings by not offering easy-to-find answers on the website.
An FAQ page allows users to find answers themselves, but most importantly, keep them on the website and in the booking funnel.
Providing answers to your hotel’s frequently asked questions is a great wait to save time, enhance other marketing channels and create a valuable user experience.