My Tips for Writing a Great FAQ Page

Primarily, your FAQ page should be straightforward and super-easy for customers to use. These tips will help make sure your page follows FAQ best practices:

1.   Make the FAQs easy to find

2.   Write questions from the point of view of your client

3.   Write the FAQ sheet in an actual question-and-answer format

4.   Keep answers short

5.   Fully answer the question, don’t just link to a different page

6.   Start your answers to yes/no questions with a “yes” or a “no”

7.   Avoid jargon—write like your clients talk

8.   Show some personality in your answers

1. Make it easy to find: People know what a FAQ is, so use that term as your page title. Don’t overcomplicate things by calling it “More Info” or something similar. Sometimes people put the frequently asked questions section on their Contact page, but you can create your own page and put it right in your website navigation menu or website footer so it’s easy to find.

2. Write questions from a client’s point of view: Write the question as the reader would ask it. So the client is “I” and you, the website owner, are “you”. Sticking to this format makes more sense for a reader, reduces confusion, and more closely matches what people actually type into search engines.

Write from the point of view of a client:

“Can I purchase a gift certificate?” 

instead of

“Can you purchase a gift certificate?” or “Can clients purchase gift certificates?”

3. Use a question-and-answer format: It sounds obvious but don’t forget to write out actual questions with answers. When someone finds a FAQ page they want specific information, not a sales pitch or a long story.

4. Keep answers short: Getting a straight, quick answer to your question is a relief. So keep answers to a short paragraph if you can, less than 100 words.

5. Actually answer the question: You’d be surprised how many FAQs avoid giving a straight answer or they send you on a wild goose chase to another page entirely. When possible, answer the entire question in the FAQ without linking away to another page. You can provide links to more info, but the answer itself should be right there on the page.

For example – which one is more useful?

Q: What is your return policy?

A: We allow returns of all items within 30 days of your order date. Just send us an email with your order number and we will send you a return label.

or,

A: Our return policy is available here (link).

6. Start your answers with a “yes” or a “no”: Those simple words can save people time. Also, having definitive answers to questions (yes/no) sounds more confident than a vague, “well, sometimes, perhaps….”

For example – which one is clearer and more convincing?

Q: Do you test on animals?

A: No. We never test on animals. Here’s our certification (link) ←clear, decisive answer.

or, 

A: Animal testing is an issue that we have considered deeply in our mission statement and business practices. We are part of the Animal Certification programme, the gold standard for cruelty-free certification.

This is not an interesting or clear answer.

7. Steer clear of jargon: One reason that FAQs work well is because they match what users are already thinking or asking. To that end, make sure that you’re using the vocabulary and phrases that your clients already know.

Example: Using normal language

“Do you sell pre-paid telephone cards?”

or

“Do you sell gift cards?”

8. Show some personality: Just because a FAQ section is direct doesn’t mean it has to be boring. Use it as a chance to write in your brand’s voice: humorous, casual, dignified, etc. You can even share some behind-the-scenes information about your company to add some color to your content. It’s a great chance to show that there’s a real human behind the website, you! Someone who is thinking about your clients and answering their questions personally.

Example: Include some questions about your company’s quirks

Q: “What’s the funny insect in your logo?”

A: “Thanks for asking! It’s an ant. Ants are industrious, hardworking and collaborate well just like our consultants.” 

What other info should go on an FAQ page?

Still stuck for ideas on what to write. Here are some suggestions of what you might include in your FAQ:

• Your shop policiies including refund policies

• Where you deliver and other shipping information

• How quickly you fulfill orders

• Information a client needs to choose the right product.  How to choose the right size, for example.

• Any unknown facts about your products or services

• Common myths about your product or industry that you can clear up

• Clear descriptions of the differences between your products, if people get confused

If you haven’t added a FAQ page to your website, now is the perfect time to give it a try! Contact us if you need any help with writing your FAQs.

8th November 2023