As we discussed
in the beginning of the chapter, some companies will require minimal customer
support, and others will necessitate complex portals to meet client demands.
The FAQ
The FAQ is an Internet standard. When the list of topics is thorough and the answers are
good, a simple list of common queries can be extremely effective. The vast majority of
people understand what a FAQ is, and because of this, many will try to answer their question
there first??”especially if the subject matter is fundamental. Consider it the first line of
support.
A FAQ can be as topically deep as a company wishes, but there is a fine line between too
minimal an approach and overwhelming the visitor with content. The goal of a FAQ should
be to address exactly what its name implies??”questions that are common among users or
prospects. Riddling the section with minor technical details, esoteric scenarios, frivolous
assumptions, and other distracting riffraff can be as detrimental as leaving out major
answers.
Usability is a key ingredient to the success of a FAQ. The design should be clean and readable,
with an emphasis on categorization and scanning, all of which will help people find
their question faster.
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