How to Create an FAQ Page

An FAQ page provides the answers to common questions users may have about your website or your online shop. A well-structured FAQ page saves customers having to email or call customer service, thus saving you work. At the same time, FAQs also have a positive effect on the search engine optimisation of your website.

FAQ is an abbreviation for ‘Frequently Asked Question’. The FAQ page is one of the most important pages on a professional website and in every online shop, as this is where customers find the answers to their questions about the products, the service, and the website itself.

First and foremost, FAQs will help solve most of your customers’ problems quickly and easily. Most customers are well accustomed to looking for the FAQ page if they have questions about your product, your service, or your website, rather than writing an email or calling customer service. This not only saves customers time, but it also saves the company time, as most customers will have similar problems or questions. A well-designed FAQ can even reduce the cost of your website or the cost of running a customer service.

A good FAQ page can give customers a sense of security with an unfamiliar website, as details show expertise on the topics.

The second reason why companies should create an FAQ page is for targeted search engine optimisation. Google’s goal is to provide the most accurate answer possible to a search query. For some time now, there has been a ‘Similar Questions’ section on the first page of the search results, regardless of whether users enter a specific question in the search field or a single term. It’s a real SEO booster if your FAQ page appears or a snippet of an answer is shown here.

There are several sources to find the right questions for your FAQ page.

Look through emails or check in with customer service agents to find out which questions customers are asking most frequently. Your social media profiles can also give a good insight into typical FAQ page examples.

Try to put yourself in your customers’ shoes. What questions would you ask yourself? What challenges or uncertainties might need to be clarified before the purchase is completed?

Look at what other websites and shop owners are doing and use their FAQ pages as examples for your business. You may also discover a different or better way to structure your FAQ page. However, it’s important not to copy anything, rather try to adapt questions and answers to your business.

Enter a question into Google with a question or a keyword related to your business and check what suggestions Google makes in the search selection menu or at the bottom of a results page. The questions in the ‘Similar Questions’ section will also give you new ideas.

Tools or websites like Answer the Public and Quora will show what questions users are asking about certain topics.

Suitable questions do not necessarily have to involve your online shop or your service. Including questions from your business’ field are also a great idea and will present your company as an expert. If you sell bicycles, for example, questions about frame size, repairs, or rules of the road are also relevant. If necessary, create a separate knowledge area or blog on your website for these kinds of questions.

Once you have found the suitable questions, it is only a matter of formulating the answers and creating a good FAQ page. The following tips will help you with this.

1. Phrase simple questions in first person, e.g. ‘How can I return an item I purchased?’.
2. Answer one question per FAQ. For example, if you have questions with ‘or’, you may be answering several questions at the same time which is confusing. Break the questions down into two (or more) individual questions. ‘What do I do if the item is broken or I don’t like it?’ becomes ‘What do I do if the item is broken?’ and ‘What do I do if I don’t like the item?’.
3. Answer questions concisely. Clear yes/no answers are ideal. The answer should not exceed 100 words and should not refer to other FAQs or linked subpages.
4. Explain in simple language, especially with products or offers which require an explanation, as customers may use the FAQ page to understand the offer. You should avoid technical terms as much as possible. In some cases, images or videos may help answer a question.
5. Show personality. An FAQ page should aim to solve problems, but they can also be written in an entertaining way. However, don’t forsake clear information for a pinch of humour, and only do so if it also suits you, your product, and your company.
6. Place the FAQ on your page so it can be found easily at any time. For a long time, a link in the footer was common, but now the FAQ page is often found on the main page. It may also be worthwhile to offer the link to the FAQs at critical points, e.g., in the ordering process. In this case, however, make sure that the customer is not distracted from their actual intention (the purchase). Ensure you call the FAQ page ‘FAQ’ or ‘Frequently Asked Questions’.
7. Structure your FAQ page into subject areas. It is common to divide the section into product information, payment and shipping, customer account and returns.