An FAQ page can be a distraction or an asset, depending on how you execute it.

But to ensure that it’s the latter, here are some indications that it’s time to incorporate a FAQ page as part of your website:

• Customers email you with the same questions on an ongoing basis, so it’s better to address them publicly and prominently.
• You have or plan to create content/landing pages that you can link to and continue the journey from question to conversion.
• Your product/service/business raises questions and concerns that are best handled in a straightforward manner.

That last point is especially important as a FAQ page presents a unique opportunity to directly address concerns and remove obstacles on the path to purchase.