Frustrated visitors don’t convert to customers, and frustrated customers don’t stay customers for long. It’s impossible to create a product or service that’s perfect and immediately understandable to all or to set up a website that provides the perfect answer to every question any person in the world might have. But all businesses can be attentive to customer needs by taking the time to craft a “help page” that is truly useful.
A good help page finds the right balance between answering the simple and obvious questions that some may need answering because they overlooked it somewhere else, and providing more in-depth guidance and how-tos for established customers or interested leads.
Help pages must anticipate the needs of a variety of client personas and provides assistance in a way that will be the simplest and most useful for that demographic.
Let’s take a look at some important elements for any help page, along with real-life examples of what works and what doesn’t.