Writing to Answer Questions

When people are reading online, it’s incredibly likely that they are looking for an answer to a question. Writing your content with this in mind will help you optimize your content, making it easier for your target audience to find the answers to their questions.

When preparing to write a page of content, first write a list of questions you think an average person might expect to find answers to on this page. As you write your content, make sure you include that information in your copy.

For example, on a page labeled “Admissions,” it would make a lot of sense for a reader to expect to be able to answer these questions:

• How do I apply?
• When does the application open?
• When does the application window close?
• What supporting materials do I need to apply?

A Note on FAQ Formats

Writing to answer questions doesn’t mean your content needs to be formatted as “question, answer, question, answer.” While this “Frequently Asked Questions” (FAQs) format can sometimes be helpful, it often obscures relevant information if your audience’s question doesn’t exactly line up.