Think about little scroll overs and text within buttons that frame expectations.

Ideally, your website would answer all customer questions as they crop up. The best user experience anticipates and solves problems before the user has to solve the issue themselves.

That said, FAQ pages are a known-page for users. It can be a nice reassurance for customers — there if they need it, but hopefully they don’t have to actually use it.

Really, it comes down to three questions.

• Are there frequent questions your customers are asking that can’t be easily addressed in an existing section of your website?
• Is your sales/service team (or your own inbox) constantly dealing with recurring product and service questions?
• Are there outlier customers & use cases that would distract from your target audience if you addressed them in your primary content (ie, death by footnotes)?

If so, an FAQ page is for you.

Don’t create another page as a band-aid for bad website content or just for the sake of having one. If your site can answer questions without calling it out on a separate page, then bite the bullet and just fix your website copy.

Think about little scroll overs and text within buttons that frame expectations.

Ideally, your website would answer all customer questions as they crop up. The best user experience anticipates and solves problems before the user has to solve the issue themselves.

That said, FAQ pages are a known-page for users. It can be a nice reassurance for customers — there if they need it, but hopefully they don’t have to actually use it.

Really, it comes down to three questions.

• Are there frequent questions your customers are asking that can’t be easily addressed in an existing section of your website?
• Is your sales/service team (or your own inbox) constantly dealing with recurring product and service questions?
• Are there outlier customers & use cases that would distract from your target audience if you addressed them in your primary content (ie, death by footnotes)?

If so, an FAQ page is for you.

Don’t create another page as a band-aid for bad website content or just for the sake of having one. If your site can answer questions without calling it out on a separate page, then bite the bullet and just fix your website copy.

So what makes a good FAQ page?

Like most marketing questions – it depends. You have to break the problems down into components and solve each issue for your website.

Like most marketing questions – it depends. You have to break the problems down into components and solve each issue for your website.

So what makes a good FAQ page?

Like most marketing questions – it depends. You have to break the problems down into components and solve each issue for your website.

Like most marketing questions – it depends. You have to break the problems down into components and solve each issue for your website.

You need to answer real questions. If you can anticipate a question – then you should figure out a way to answer it within your existing content when that question will crop up.

Inventing questions for the sake of answering them creates confusion and noise.

In fact, if you have ever chatted with customers, usually the questions they ask are totally different than the ones that you’d expect.

If you want to create educational content – then create proper educational content (ie, a Buyer’s Guide or a How To post). Don’t shoehorn a buyer’s guide into an standalone FAQ page.

You can find these from a variety of sources: your sales/customer service department, a feedback form on your website, or even your own email. You can also check out your social media channels — people love asking questions on a business’ Facebook page!

You need to answer real questions. If you can anticipate a question – then you should figure out a way to answer it within your existing content when that question will crop up.

Inventing questions for the sake of answering them creates confusion and noise.

In fact, if you have ever chatted with customers, usually the questions they ask are totally different than the ones that you’d expect.

If you want to create educational content – then create proper educational content (ie, a Buyer’s Guide or a How To post). Don’t shoehorn a buyer’s guide into an standalone FAQ page.

You can find these from a variety of sources: your sales/customer service department, a feedback form on your website, or even your own email. You can also check out your social media channels — people love asking questions on a business’ Facebook page!

Your customers shouldn’t be asking the same questions over a long period of time.

Either solve them within your website content or make sure you’re updating your FAQ page frequently to address new questions that arise, or to account for seasonality changes if those affect your business.

Your customers shouldn’t be asking the same questions over a long period of time.

Either solve them within your website content or make sure you’re updating your FAQ page frequently to address new questions that arise, or to account for seasonality changes if those affect your business.

Keep questions & answers simple. Make sure the questions are clearly worded and the answers focus on providing a solution, not creating more questions or options.

Once you have your questions and answers down, you’ll want to put some thought into how to organize your FAQ page.

If you’re lucky, you may just have five basic questions that need answering. In that case, a standard FAQ will do.

But, if you’re like the many brands who have questions upon questions on their FAQ page, you’re going to want to organize the information to provide the best user experience possible for your visitors.

The goal is to make sure they can find the information they’re looking for quickly and easily.

Keep questions & answers simple. Make sure the questions are clearly worded and the answers focus on providing a solution, not creating more questions or options.

Once you have your questions and answers down, you’ll want to put some thought into how to organize your FAQ page.

If you’re lucky, you may just have five basic questions that need answering. In that case, a standard FAQ will do.

But, if you’re like the many brands who have questions upon questions on their FAQ page, you’re going to want to organize the information to provide the best user experience possible for your visitors.

The goal is to make sure they can find the information they’re looking for quickly and easily.

You want your FAQ page experience to be seamless. So, consider organizing your questions by category with noticeable headlines, so customers can easily jump to the section they’re looking for.

You want your FAQ page experience to be seamless. So, consider organizing your questions by category with noticeable headlines, so customers can easily jump to the section they’re looking for.