While FAQ pages provide real benefits for customers looking for online support to their questions, most companies’ FAQ pages are terrible. Many companies tend to throw these pages together with no real strategy.
This is a huge mistake.
A great FAQ page provides your organization with a way to guide customers through the user journey, and provide detailed answers to their questions no matter where they are in their customer lifecycle. Those looking at your FAQ page are there because they’re interested in your product, or are current customers who have a support question on your product.
In this guide, we’ll cover how to create a killer FAQ page that drives more sales and improves customer satisfaction, as well as cover fifteen of our favorite FAQ pages around the web.
An FAQ page (short for Frequently Asked Questions page) is a dedicated resource space on your website that addresses common customer queries about your products or services.
An FAQ page is a helpful type of technical documentation that streamlines the customer service experience.
When used correctly, your FAQ section is a valuable asset that can:
Are knowledge bases and FAQ pages the same? In short, no, they are not the same. FAQ pages and knowledge bases are commonly confused with each other, but:
FAQs usually focus on customer service queries, such as:
Knowledge bases usually contain detailed guides and articles on how to use the product or service. For example:
A knowledge base can exist as part of your website, on its own as software, or be integrated into other systems, such as a CRM or help desk ticketing system. Many companies start out with an FAQ section and then, at some point, graduate to a full knowledge base.
Some brands like Buffer use knowledge bases instead of FAQs. The company has comprehensive guides, resources, and video tutorials to help their audience of small business owners learn how to use their social media management tools.
Users can browse by topic or use the visually distinct search bar at the top of the page to navigate Buffer’s knowledge base. Typically more complex, B2B products and services have an in-depth knowledge base AND an FAQ page, while more B2C and e-commerce brands stick to only an FAQ page.
The questions you answer on your FAQ page depend on what type of business you are. With that being said, here are some of the most common questions that should be answered on an FAQ page:
If you want to make an effective FAQ page that actually helps your customers, then don’t just slap together a list of questions and answers and then call it a day. Put some thought into your FAQ page by following the following tips.
When deciding what to include in your FAQs, a great place to look is customer service records, such as emails, phone calls, support tickets, and your social media comments. Your support team can also tell you what they are tired of answering the most and the topics customers often enquire about.
Categorizing your questions will help customers zero in on the information they’re looking for without having to sift through a long list of random questions. One way you can do this is by grouping common or top questions together or into themes such as “Payments” or “Refunds.”
On the Dollar Shave Club FAQ page, for example, the questions “Is there a shipping fee?” and “Where do you ship?” are placed under the category ” Shipping and Billing.”
Brevity is key. Provide concise answers so that your customers can quickly find the solution they are looking for.
Airtable, a project management and spreadsheet database tool, gets right to the point on their FAQ page. Their answers are straightforward and to the point. The information they provide on the best way to contact support, for example, is just two lines long.
Over 90% of customers use self-service options when they’re available, but they want the content tailored to their needs.
Therefore, make it easier and faster for users to find help to specific questions by incorporating a search bar on your FAQ page.
McDonald’s has a prominent search bar at the top of its FAQ page. They even have calls to action, encouraging customers to search and find answers to their questions. This is helpful for customers who are looking for a fast answer without having to scroll through dozens of questions.
When creating your FAQ page, try to include links to other web pages such as blog posts or service and product pages that provide answers in greater detail.
Internal links help improve your SEO ranking and your website conversion rate because they enable search engines like Google to better index your site’s pages and show your content to potential users.
When publishing your FAQ page, make sure to add structured data to your FAQ page to help Google understand it’s an FAQ page. When properly implemented, it allows Google to show FAQ-rich search results. This provides an easier way for search engine users to find your FAQ page to get answers to their questions faster.
For example, see how StaySure uses FAQ page schema markup to change it SERP appearance to include common FAQ queries on its insurance coverage:
As your business grows and evolves, regularly update your FAQ page with new questions, and check periodically that all the answers are accurate and the questions are relevant. This is especially important whenever you announce a new product feature or update.
For example, Ikea frequently updates their FAQ page with information on their COVID-19 safety policy and stock availability.
To help determine the effectiveness of your FAQ page, you can use your analytics to see if it’s bringing traffic to your website or driving users to other parts of your website. You can also understand which questions are being clicked on the most to influence your product roadmap to improve certain UX or product aspects.
With tools such as Whatfix (seen below) you can embed self-help widgets directly into your end-user applications and processes to provide on-demand customer support – and gather data on what queries and tips are being clicked on or shown the most.
We have curated a list of 15 best-in-class FAQ pages from different industries for you to use as inspiration when creating your own FAQ page. Here are the best FAQ pages in 2022:
ActiveCampaign aims for simplicity on its FAQ page. The page is straightforward and lists their most common questions that, when clicked, reveal a dropdown answer. The answers provided are concise and straight to the point. Customers won’t have to spend a lot of time looking for an answer on this page. Everything is clearly laid out on one single page.
Navigating through the Whatfix FAQ page is incredibly intuitive. Questions are separated into categories by sleek dropdown menus. You can view all questions within a category by clicking the appropriate link, which takes you to a separate page with detailed answers. And there’s a search bar at the top of the page to help users zero in on the specific information they’re looking for.
Spotify’s FAQ page uses breadcrumbs to make it as easy as possible for users to navigate. There are placemarks underneath the search bar to show users where they are and to help them find their way back to the Spotify Community Knowledge Base. Throughout the page, you’ll find category-specific icons and questions that link out to articles with the answers.
It couldn’t be easier to navigate through Magic Spoon‘s FAQ page. The cereal brand has the questions organized into categories that are conveniently placed under their “We Got Answers” header and would be hard for website visitors to miss. They add a touch of fun and humor to their answers, most of which are no more than two to three lines long, for example:
PrettyLittleThing is a women’s fashion and clothing company with a beautifully designed FAQ page that’s easy on the eyes. The page has a grid layout with icons for each category that look great visually. And when you click on an icon like “Returns & Refunds,” you’re taken to another page that has a list of all the questions and answers related to this topic.
Etsy is an online marketplace for small business retailers. Since they serve as both a back room for their sellers and an e-commerce storefront for their shoppers, the FAQ is broken down into two main categories: “Shopping on Etsy” and “Selling with Etsy.” Each question links out to articles that provide in-depth answers.
Eyeglasses retailer Warby Parker has a simple and minimalist FAQ page that focuses on getting customers answers to their questions without any visual clutter to distract them. The page is well-organized and has the main topics listed on the left and the related questions for each topic alongside them on the right. The questions link to a new page, which helps keep the main FAQ page clutter-free and simple to navigate.
If you haven’t noticed by now, smart categorization makes for a great FAQ page, and meal delivery company Freshly hits it out of the park with their perfectly portioned FAQ page. Their use of boxes for each category keeps things neat and makes navigation easy. You can click on a box to open a new page of Q&As, browse articles on the FAQ homepage, or use the search bar to type in your query.
Shoe retailer Allbirds is an excellent example of how you don’t need a flashy FAQ page to get the job done. Their basic FAQ template — a search bar with categorized questions — is as user-friendly as it gets. The minimalist design makes everything more digestible instead of having one long landing page filled with text.
“Clean” is the best way to describe Microsoft‘s FAQ page. The landing page only has two categories, “Windows” and “Office,” with plus signs beside them. When you click the dropdown menu, a list of questions appears.
Simplicity is the key to creating a great customer experience. And Amazon Web Services keeps things simple on their FAQ page. It’s incredibly functional and easy to navigate. Considering the vast amount of services the company offers, all of their most common questions wouldn’t fit onto one page. So what AWS does is use their FAQ page to link to individual pages for each of their services.
Argent is another women’s workwear clothing brand. It has a simple one-page FAQ broken into categories with short and direct Q&As like:
Its no-nonsense and hassle-free approach means that customers can spend less time on the FAQ page and more time shopping.
AliExpress has a no-frills, bare-bones FAQ section, which is not necessarily a bad thing. The categories are easy to skim, and sometimes, that’s all you need for an FAQ page.
As part of their knowledge base, Twitter has several FAQ pages dedicated to specific topics, such as Troubleshooting & FAQs and Verification. For their New user FAQ page, Twitter shares the most popular questions, neatly organized on the sidebar into different categories like “Replies” and “Direct Messages.” And to help users navigate this section and find specific answers, they have a sleek and visually stunning search bar that drops down and guides users to articles in their knowledge base.
Nintendo Switch is a video game console developed by Nintendo. Their FAQ page, which takes a product-focused approach, is a great example of how to cater to your audience. The company uses images of the different Nintendo Switch models as icons for the categories. All that their audience of gamers needs to do is click on the image of the product they need more information on, and a list of questions is revealed.
When used right, an FAQ page can help boost traffic to your website, improve your customer service, and streamline the user experience for your customers. Therefore, it’s worth taking the time to build an FAQ page that will check off all these boxes. Or you can save time by investing in knowledge base software.
Make your FAQ page more visible and user-friendly with a digital adoption platform (DAP). Whatfix’s digital adoption platform provides your company with in-app FAQ integration, to embed your knowledge base directly on top of your website’s user portal or application – as seen below with an example of Microsoft Teams:
The benefits of using Whatfix’s digital guidance include:
Request a demo to see how Whatfix empowers organizations to improve end-user adoption and provide on-demand customer support