Frequently asked questions (FAQ) pages are a pillar of good customer experience. The best FAQ pages anticipate the needs of an audience, helping them find answers quickly and without assistance.
As customers search for more information online, FAQ pages have evolved from simple lists of questions to essential hubs in a website’s knowledge base. Research suggests most consumers prefer to find information without contacting a customer service team, and as many as 90% of people prefer using a website knowledge base to find the answers they need.
That makes an FAQ a nonnegotiable part of your content strategy.
So what does an effective FAQ page look like, and how can you create one? Here are 10 examples of well-written FAQs, plus a guide to FAQ creation.
Table of Contents
What is an FAQ page?
An FAQ (frequently asked questions) page answers the most common questions customers and other website visitors have. It provides information related to products and policies, allowing people to source answers independently, without support.
FAQ pages differ from About Us pages, which contains the story behind your brand. But both often act as a first point of contact for shoppers and help build trust with your customers.
Shopify’s FAQ page answers questions from those considering using the platform and people who want to learn more about Shopify tools.
Alongside first-time visitors, FAQ pages can benefit customers across the purchasing journey—whether they’re in the consideration phase looking to understand how you source your product or an existing customer troubleshooting a problem.
In ecommerce, the goal of an FAQ page is often to reduce the anxiety of purchasing online, convincing on-the-fence customers to push the Buy button.
Why do you need an FAQ page?
There are many reasons to build a knowledge hub for your website. Here are a few:
To capture new customers
Many customers find your website through search engines. An FAQ page is a powerful way to capture organic search traffic.
Well-written FAQ answers can appear as featured snippets on Google Search results pages. Once a user has entered your website through the FAQ, you can direct them to other pages.
To build brand trust and consumer confidence
You may also need to focus on your FAQ if your products or services are complex or require additional contextual information. Removing knowledge barriers and addressing possible pain points and product concerns can increase conversions and help build your brand’s authority.
To address common concerns
Certain questions will crop up repeatedly as new customers enter your ecosystem and move through the buying process.
You can link to the relevant section of your FAQ whenever those questions occur. This keeps information organized and consistent.
For example, cereal brand Magic Spoon makes it easy for shoppers to find information about shipping, orders, product, or subscription on its FAQ page.
To give customers always-on support
Most customers prefer to use self-service channels when possible. The always-on format of an FAQ allows customers to seek answers when it’s convenient for them, instead of waiting for a reply from a live agent.
While you might not be able to staff your business 24-hours per day, a detailed and accessible knowledge base means some form of support is always available.
10 FAQ page examples
1. Skinnydip London
Women’s clothing and accessory brand Skinnydip London has a great branded FAQ page example on its site, categorized by payment, delivery, orders, refunds, product and stock, and account. Users can click through to more specific questions, and it’s easy for them to navigate and find extra help if needed.
2. United By Blue
Sustainable goods retailer United By Blue also categorizes its FAQ page. The difference here is everything is on a single page. Answers are thorough and often include links, so users can easily take the next step. If you don’t see your question, there’s contact information you can use to reach out to customer service.
3. National Portrait Gallery
The National Portrait Gallery’s FAQ page has a long list of questions, which are also categorized. (Notice a theme here?) Each category gets a separate section, so users can easily see where to find their answers. Scrollability is aided by the page design, with questions housed in clickable blocks.
4. Colorado Crafted
Colorado Crafted keeps things simpler than the National Portrait Gallery. Its list of questions is on the shorter side, so as not to overwhelm users with too much information. The brand also adds a bit of fun: “Hey, where’s all the chocolate?” one question asks. It’s a legitimate question but written in a conversational and playful tone.
Roody has a unique product: custom ugly sweaters. As such, Roody has room to get creative with its brand voice, which you can see demonstrated across the website. Roody also uses this voice on its FAQ page, and keeps questions specifically related to its product and audience. You can tell it has carefully considered which questions to put here—being a unique product, it has not-so-conventional Q&As.
6. Comprehensive Cranium CareComprehensive Cranium Care also uses a fun brand voice to sell its men’s hair care products, which, ironically, are made for men with no hair. The humor is alive and well in this FAQ page example, but it always makes sure to address concerns and product promises.
Sunglass and accessory brand Shwood has a beautiful FAQ page. On-brand visuals and well-designed graphics for each category elevate the aesthetic. Answers include links that lead users to where they need to go, which gets them through the site.
8. Factory 43
Factory 43’s FAQ page curates the most important and common questions in a succinct list that’s communicated through its casual brand voice. For example, rather than listing “What are your shipping policies?” it opts for a more conversational “When will my order ship?” which can help it relate to customers and reinforce its brand identity.
Juice Company Press has an aesthetically pleasing brand, and its FAQ page is no different. Clean design, simple color palette, and easy-to-read but on-brand font round out the look and feel. Answers to questions are brief but clear and complete, often including links for that seamless user experience.
YouTube uses a single FAQ hub to answer questions from viewers and creators. Nested menus help users navigate the vast knowledge library and narrow in on their issue. A community forum is also on-hand to support users with unique questions not covered in the FAQ.
How to create an effective FAQ page
1. Identify the most common customer questions
To decide what to include in your FAQ, check your inbox and support tickets. Companies using help desk software may be able to leverage user data to discover customers’ most common questions.
Another useful discovery method for FAQ questions is to consider the customer journey and note down questions first-time users might encounter.
Look outside your company’s data environment to see competitors and related services communicate with customers. Focus on relevancy, utility, and opportunities to turn questions into engagement or conversion pathways.
If you end up with a long list of questions, group them into categories like “Shipping” or “Sizing & Fit” to make navigating easier for users.
For example, clothing company Pepper lists each of its FAQ categories, so users can find the answers they need. Shoppers can also type their questions into a search bar and receive an answer rather than scrolling through the page.
If you don’t have emails or customer support tickets to reference, check out competitors’ FAQs, product reviews for your items or items in your niche, and forums like Reddit or Quora to see what questions people are asking.
2. Write clear, persuasive answers
A comprehensive FAQ will include more complex aspects of your product or business, as well as potential shortcomings. Answering these questions requires clear writing and selective use of information. The goal is to provide complete answers while always portraying your brand positively.
When answering FAQs, write from your customer’s perspective (“How do I check my order status?”) as well as your own (“We provide a shipping tracker with your email confirmation”) to create the feel of a conversation.
Here, Tattly does a great job of using its customer voice to phrase questions while still maintaining clarity:
First, focus on clear communication. Then consider the goal you’re trying to achieve with each question of your FAQ:
- Are you addressing a concern about purchasing from you?
- Are you educating your audience about a part of your business model?
- Are you troubleshooting a common problem with your product?
Focus on delivering an answer that satisfies the question while forwarding your business goals.
Use images and videos to supplement your answer, and offer multiple solutions to more in-depth queries. If it builds your brand, you can even sprinkle in some personality to delight your customers with witty or weird questions and answers.
An often-missed opportunity with many FAQ pages is ending your answer with a call to action that links to other pages, pushing visitors back into your funnel. Again, you want your FAQ page to be the go-to place for potential customers who require more convincing. As you build out your knowledge base, the FAQ page grows in value.
Consider the next steps for someone interested in a specific question and try to incorporate a link to relevant content that moves them forward on their journey as a customer.
3. Create your FAQ page
Design your FAQ pages and sections to be as user-friendly as possible. Link the most popular questions to the top of the page to prevent scrolling, and break content into subcategories to aid navigation.
Consider including a search bar for larger knowledge hubs so users can drill down into content, and make any live support options always accessible on screen.
If you’re a Shopify store owner, you can browse the App Store for different ways to present your FAQ section. Here are some popular FAQ apps:
POWR ⭐ 4.5 (225+ reviews)
POWR: FAQ page sets up your FAQ page with an accordion layout that users can click to expand or collapse. It supports customizable icons for questions, interactive hover effects, and colors of your choice.
FAQ pages built with this app are mobile-responsive and can include links, text, images, and video. POWR has interactive FAQ features like user-submitted answers and up-voting submitted questions.
Price: Free to $89.99 per month, depending upon number of FAQs and other features included.
HelpCenter ⭐ 4.5 (1,300+ reviews)
Also customizable, the HelpCenter app offers different layouts, so you can find a style that matches your site’s look and feel. Create FAQ categories and implement a search functionality across your entire knowledge hub.
Like POWR, HelpCenter is a zero-coding app and is simple to set up.
EnormApps FAQ & Accordions ⭐ 4.2 (50+ reviews)EnormApps FAQ & Accordions is another app with common searchability, mobile responsiveness, and customizability. The accordion-style pages can be integrated elsewhere on your site—great for creating rich product pages.
Price: Free to $9.99 per month, depending upon number of FAQs and other features included.
4. Make your FAQ page visible
The right place for an FAQ within your website depends on the products or services you offer.
If customer service is central to your business, you should create a full support center or help desk that includes your FAQ.
Customer support apps such as Reamaze or Zendesk support integrated FAQs that become part of the customer service flow. For example, customers may check an FAQ before reaching out to a chatbot or live agent.
For stores that sell unusual or intricate products, a link to an FAQ page in the website navigation can be a good way to reduce purchasing anxiety.
You can also integrate FAQs directly into product pages. For products with customization options, including an FAQ amongst product descriptions and customer reviews can help users select the right product type.
Santa Cruz Bicycles does this with its products, using FAQs specific to the featured product.
5. Optimize your FAQ page for SEO
FAQ sections lend themselves well to search engine optimization (SEO). They’re well organized and full of authoritative answers to common queries—exactly what search engine algorithms seek.
The extent to which you optimize your FAQ depends upon its size, level of detail, and the competitiveness of related keywords.
If your FAQ is a complete knowledge base, you might create dedicated pages for each answer to help them rank. By hyperlinking each question to a separate page, you’ll give your FAQ the best chance of covering a broad range of search terms.
Even if your audience isn’t searching for topics related to your brand, they might be searching for answers to questions related to your industry via Google, which can help you connect with them. Potential customers can enter your website through the FAQ while seeking answers to more general questions.
Here’s an example from watch brand MVMT of an FAQ page that directs to a separate landing page for top questions with more substantial answers, like its store locator page and its return policy. There are also tabbed sections dedicated to domestic and international shipping and how to contact the brand.
As your FAQ pages begin to generate search traffic, optimize them further by editing features like the title tag and meta description. Compete to be featured in Google’s Featured Snippet and People Also Ask sections by targeting the most-asked questions related to your keyword.
Learn more about optimizing your store pages by reading our guide to SEO marketing.
FAQ page design template
Like About Us pages, there is no universal FAQ template. But there are common questions for each industry. Here are some of the big ones for ecommerce that you may want to include in your FAQ:
- What is the return policy?
- What are the shipping options?
- What are the international taxes, duties, etc., that I have to pay?
- When will I receive my order?
- What do I do if I never received my order?
- What do I do if I receive a defective order?
- How do I make changes to an order I’ve already placed?
- Where are you located?
- How is the product made? Where do the materials come from?
- How do I make sure I order the correct size?
- How do I contact your company if my question isn’t answered here?
After you have the basics down, dig deeper into your specific business. This is where those insights from email and customer support tickets come into play.
Safety and security
You’ll want to reassure customers their information is kept private and secure. It’s also essential to address any common questions about the safety of using the product itself. Bootea, for example, addresses concerns about its detox products when it comes to pregnancy.
Offer assistance for new and existing customers alike. Help them understand how to set up an account and access it at a later date. Also, address basic account management tasks, such as password resetting and updating payment details.
Product features and brand promises
What’s your brand’s or product’s differentiator, and what questions do customers have about this? You want to use your FAQ page to reiterate your messaging. Many cosmetics brands, for example, use their FAQ pages to talk about cruelty-free products and customers’ queries around that.
Using the product
You want to use FAQs to persuade prospective customers and help customers who’ve made a purchase. Answer questions centered around getting started with the product and addressing any issues customers might have when first using it.
Build your FAQ page
If you want to get the most out of your FAQ pages, you need to make it discoverable where it matters most in the customer journey. Make FAQs accessible when potential customers are considering a purchase, and when existing customers are about to reach out to you.
You might see most FAQ pages buried at the bottom of a website’s footer, but they’re better off incorporated into your site as part of your Support or Contact Us page, or your navigation menu, to ensure it gets found. Updating your FAQ page as new customer concerns or opportunities arise is important.
The FAQ page is often an afterthought for many websites. But used strategically, it can add value in different ways, from reducing the burden on customer support to alleviating purchasing anxieties. So, are you making the most of yours?
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FAQ Page FAQ
What does an FAQ page do?
Why are FAQ pages bad?
How do I create an FAQ page?
- Collect common questions from website visitors and customers.
- Write concise, clear answers to those questions.
- Create your FAQ page.
- Make your FAQ page visible.
Where do I put an FAQ page?
- Your website’s header and footer
- Contact page
- Product pages