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Frequently Asked Question (FAQ) sections are an opportunity to connect with your audience and to ‘surprise and delight’ with an excellent customer service experience.

FAQs are usually an afterthought and hastily compiled to fulfill a need, but your FAQ is a real opportunity to increase your conversion rate as you connect with your audience.

We’ll walk you through a selection of FAQ examples and provide different FAQ templates to get you started, so you can create a great customer experience for your audience.

Why do you need an FAQ section?

A good website experience anticipates the needs of a user at every stage of their journey, and on every page. It’s intuitive and all information is easy to access.

FAQs are an integral part of the user experience and their objective is to preempt as many questions as possible from the user.

A good FAQ section:

  • Provides a concise response quickly and effectively
  • Empowers the user to confidently use the site
  • Assists the completion of a purchase
  • Reassures a user about taking the next action
  • Instills trust in a user that if there is an issue, it can be resolved
  • Reduces the burden on customer services
  • Increases conversion and checkouts
  • Being forced to contact a site owner because you don’t understand part of the process or need vital information to complete your action creates friction

Potential customer + friction + frustration = lost opportunity

Is an FAQ section the same as a knowledge base?

FAQ sections usually consist of a series of categories and questions with concise answers across one or a few pages. A knowledge base is usually an extensive directory with comprehensive articles accessed by a search facility.

Some brands use knowledge bases instead of FAQs — Mailchimp has a good example of this.


Mailchimp has a comprehensive ‘Guides & Tutorials’ resource to help their users navigate the software. What they also provide is a Mailchimp 101 section which highlights how to get started and provides a journey of articles from the knowledge base. There are no traditional ‘FAQ’ sections on the Mailchimp site.

FAQs are usually based around questions that you would ask customer services:

  • How do I return an item?
  • How much is delivery?
  • How do I open an account?

Knowledge base content is usually based on how to use the service:

  • How do I create a segment?
  • How do I add email addresses to an email list?
  • How do I track how many people opened an email?

Yes, knowledge bases are FAQs and FAQs are knowledge bases. However, from a user perspective, the difference is about the depth of knowledge presented and how it’s presented.

FAQ Best Practices

As you consider compiling a set of questions, it might not be immediately clear where to start. By understanding a few best practices, it’s very manageable.

  • Intuitively group categories to make a much better user experience
    By organizing your questions into natural categories a users can quickly navigate to what they need. Imagine the same process as an information architecture.
  • Write your question from the perspective of the customer
    This helps the user connect with the question more easily and it helps you to provide relevant information more clearly.
  • Use language that your user will understand
    Following copywriting 101 standards, always use language and terminology that your user understands so that they will connect with the dialogue and your brand. Never use terminology or complex ‘industry speak’ that your user might not understand
  • Use your brand personality and Tone of Voice
    Your FAQ is an extension of customer services, so this is a space where you want to show users how great you are. As with all the content on your website, use your personality and connect with your audience. Every piece of content is an opportunity to represent your brand.
  • Write your FAQ as concise, informative and directly answer the question
    The point of an FAQ is to answer questions, but in a concise way that gets the message across quickly. The user doesn’t want to read a 5,000 word in-depth guide to tell them how to return a parcel, including ‘what is a parcel’ and ‘why a parcel is important’. Answer the question directly and to the point. Start out with a ‘yes’ or ‘no’ question if relevant and construct your narrative as if you were replying to someone asking the question. Save the long-form responses for a knowledge base.
  • Present your FAQ in the most visually organized manner
    Using accordions with FAQ is one way to present a lot of information in an organized format. Accordions also have the benefit of keeping a user on one page. Having to click through several sections to find a quick answer causes friction.
  • Feature top questions at the top of the page
    Pin top questions on the page to create an information hierarchy for the most commonly asked questions.
  • Keep information up to date

Where to find questions for FAQ

Where do you start writing your questions? Let your audience tell you.

  • Customer services: The first stage for researching your FAQ starts with your customer-facing services and sales teams. Speak to your customer service departments; they understand what issues your users are having more than anyone.
  • Site search: Check the keywords in your site search to see what users are searching for.
  • Google search console: Check queries in GSC to see what phrases have clicks. Filter by question modifiers such as ‘how’ or ‘can.’ Improve your performance on Google Search , Search Console tools and reports help you measure your site’s Search traffic and performance, fix issues and make your site shine in Google Search results
  • People Also Ask: Check the PAA box on SERPs for keywords surrounding your products and categories — this will give you strong clues for potential FAQs.
  • Quora and other questions sites: What did we do before Quora? Search for keywords and topics relevant to your service/brand and see what questions users are asking.
  • Keyword research: Searching for questions under your head categories will also help you to surface more FAQs to answer..

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