SEO Guide User experience

The Beginner's Guide To Creating FAQ Pages (+3 Examples to Inspire You)

image of blog Andrew Raso
15min read
The Beginners Guide To FAQ Pages - OMG Blog (1) (1)-1

As a marketing manager, you know that customers are the lifeblood of your website AND business, and that’s true whether you sell products or provide services.

So it’s no secret the best websites and businesses put their customers first.

95% of consumers consider customer support crucial for brand loyalty which only reinforces the need to give customers, both new and returning, what they want.

And what do people want?


Just imagine you’re browsing a business’ website, but you’re unsure about a purchase. Instead of adding items to your cart or making a booking, you look for crucial information to help with that purchasing decision.

Naturally, you think, “I can’t be the only person who’s asking this question,” but the answer is nowhere to be found, and without that crucial answer, you don’t move forward with a sale.

In moments like that, an FAQ page would have solved your problem and helped tip you over the edge.

Without FAQs, your site visitors are living out this exact scenario, and it’s a sure-fire way to drive people off your website (and to your competition).

This guide will explain all essential aspects of an FAQ page, show you how to create a FAQ page from scratch, and share our favourite examples to inspire you.

First, some basics.


What is an FAQ page?

FAQ stands for ‘Frequently Asked Questions’, which is about as self-explanatory as a marketing term gets.

Your audience has questions about your business whether you invest in stocks or sell socks, and they’re asking them, well...frequently. 

An FAQ page is a dedicated page on your website where people can find questions and answers in an organised, easy to digest format. 

A strong FAQ section is a powerful customer service resource as it allows you to respond to current and potential customer questions directly and clearly. More importantly, you can reply to these questions without being directly involved in the conversation.

Instead of generating support tickets, replying to emails or fielding phone calls about the same topics, your FAQs educate, inform, and guide people towards an end goal.

For example, at Online Marketing Gurus, our FAQ page helps our audience learn more about our company and how digital marketing can benefit their business.



What are the benefits of an FAQ page?

A helpful FAQ page reduces the need for you or your support team to be fielding the same surface-level questions that aren’t moving the needle on sales. 

It also helps improve your SEO through the inclusion of relevant keywords that improve your search engine rankings and organic traffic.

Still, user experience (UX) and SEO only scratch the surface of what FAQs can do for your business. Here are the benefits of an FAQ page across leads, customers, and even search engine crawlers.

#1. FAQ pages improve user experience (UX)

This is a no-brainer, right?

If you’re providing straightforward answers to your audience’s questions, you’ll be improving their browsing experience.

Your FAQ page is your way of advancing the conversation with a customer without you needing to be there. You save time, your audience saves time, and everybody wins.

Your site visitors don’t have all day. 

They want to receive relevant information without extra filler. Studies show the average time a user spends on your site can be as fleeting as 15 seconds, so the quicker you can satisfy a query, the better your user experience.

By pre-empting customer questions before they’re asked, an FAQ section allows site visitors to save you (and themselves) the hassle of a phone call or email. 

And since 88% of users are less likely to return to a website after a bad user experience, you can help keep people coming back by answering the right questions (which we’ll cover below).

#2. FAQ pages boost your SEO

The goal of your FAQ page is synonymous with SEO - to provide the best answers to the questions asked online.

That’s why search engines love FAQ pages because they provide clear, concise, and relevant content that helps them understand your business. And since Google’s goal is to deliver answers to a user’s questions, adding Q&A sections on your website is doing half the work for them.

Set up correctly (don’t worry, we’ll show you how), your FAQ page can drive highly targeted traffic to your website from search engine users asking broad questions about your industry and business - even when they’ve never heard of you.

Using non-branded keywords is key to this process. 

For example, if you sell t-shirts online, you’ll probably want to include answers relating to the materials you use, any commitment to sustainability, or your distribution network - i.e. branded questions.

But you can also boost your chances of ranking on Google for non-branded keywords, like how to measure t-shirt size, how to care for a new shirt or washing tips for cotton shirts.

P.S: Don’t get bogged down trying to “optimise” the life out of your FAQ page. SEO benefits are secondary to user experience. Google values websites that help give people the information they need, so when you focus on helping customers, SEO results will follow.

Looking to up your SEO game?

Find more tips on SEO copywriting in this free guide.

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#3. FAQ pages increase internal page views

Your FAQs might not be a sales page, but that doesn’t mean it can’t help funnel site visitors to your products or service pages.


By adding internal links to other pages on your site that are relevant to your answers. 

For example, if you run a gym and get questions about the best foods for muscle growth, you could create a blog post or resource about nutrition and link it to your FAQ page.

This approach will help move people around your site and deliver valuable organic traffic to internal pages.

#4. FAQ Pages generate leads and sales

Potential leads are more likely to bounce when they can’t find the correct information. 

In contrast, the right information helps increase the number of leads who feel buoyed with confidence that you “get them”, driving people to your contact page when they’re keen on pulling out their wallet to buy products and services.

Every site visitor needs to move through each stage of the marketing funnel, and your FAQs can provide the information and support they need to speed up this process.

The result?

Money in the bank.

Customer-centric companies are 60% more profitable than companies that don’t focus on their customers.

#5. FAQ pages prevent negative reviews

Most negative reviews are avoidable with the right information.

Suppose you run an eCommerce store. Frequently asked questions might revolve around return policies. 

Do you accept returns? How many days is the return window? What happens if an item is missing the tags?

You can avoid running into confusion with an FAQ page that covers shipping and returns. 

Instead of frustrating shoppers leaving furious reviews because they didn’t know your return window closed after 14 days, for example, your shoppers know how long they have to send back the gift their well-meaning aunty bought for them.


Use this step-by-step guide to create an effective FAQ page

There is no magic formula to write an effective FAQ page.

But there are steps you can take to ensure your FAQs are suited to your business, your industry, and your audience.

This is the process we use to write FAQ pages for ourselves and our clients. And it’s a process you can use too.

#1. Gather your frequently asked questions

There’s no point pulling random questions out of the air and slapping them on a page. The first step in creating a successful FAQ resource is collecting the questions you receive most often. 

The key here is to find real questions.

You’d be surprised at how often brands and businesses include questions based on what they *think* their customers are asking. 

Here are six ways to decide what questions to put on an FAQ page.

A. Ask internal team members

Your customer support team and sales team deal with potential and returning customers every day, so what better place to start collecting frequently asked questions? 

Take time to interview your client-facing team members and see what insights they provide. Sourcing questions from the frontline will help you tap into real-world pain points that your customers have been experiencing.

B. Listen to your customers

Customer research doesn’t need to be complex. 

There’s a good chance your customers have been asking you the same questions over and over already. 

Check your inbox, DMs, and social media comments to see if any complaints, concerns, or questions have popped up more than others. These sources help uncover problems in real-time, to which you can offer immediate solutions.

C. Your competitor’s websites

Don’t have access to a database of customers? Not a problem. 

You can use your competitor’s websites for inspiration. 

What questions are they answering on their FAQ page? Better still, what questions are they missing? 

If you can fill an information gap that your competitors have left open, you’ll be positioning yourself as a more credible and trustworthy alternative, and that’s great for business.

Best of all, it’s easy to reverse-engineer your rival’s strategies and successes with competitor analysis.

D. Google autocomplete

Google autocomplete is a powerful (and free) tool that can help you find further questions for your FAQs.

If you’ve ever started typing a search into Google and been prompted to finish your suggestion, you’ve seen Google autocomplete in action. 

As Google autocomplete reflects real-world searches, the suggestions put forward by Google can help you see what questions your audience is struggling to answer.

auto complete


F. Answer The Public

Answer The Public is a free keyword research tool that collects the real-world questions people are asking on Google and displays them as easy-to-digest visual mind maps.

Type one of your questions or keywords into Answer The Public’s search bar and see all the questions people ask, categorised with propositions or intents.

Here’s an example.


Answer The Public (1)

Let’s say you sell yoga mats online. If you type ‘Yoga Mats’ into Answer The Public, you’ll see common questions that could fit on your website. For example, “Can yoga mats go in the washing machine?” or “Are yoga mats non-slip”?

P.S: Keep in mind, keywords and topics you find during your search don’t have to end up on your FAQs.

As part of a broader content audit, you can find ideas for new blog posts and pages to make your website a more helpful and relevant destination.

#2. Include a mix of branded and generic questions

An excellent FAQ should answer the specific common questions your audience is asking about your brand. But don’t be afraid to cover general industry-based questions too.

For example, if you sell dog accessories online, you might consider adding a question like, “How do I measure my dog’s chest for a harness?”. This broad question will help people find your FAQ section when they’re searching for more general keywords - even if they’ve never heard of your business.

This approach can also help your content appear as a featured snippet, like the example below.


Feature Snippet


Looking to land a featured snippet? Check out our complete guide on featured snippets (created around research from our R&D team) for advanced insights and tactics.

#3. Use simple, customer-centric language

Your audience is looking for short, quick answers to questions, so that’s what you should give them. 

Learning to distill complex questions or topics into bite-sized answers is a skill, so keep an eye out for any answers that have become overly wordy.

Write questions in the first person and answers from your perspective. That means the customer is “I’ and your replies are written as “you”. This format makes it easy for the reader to feel like they’re asking you questions instead of peering in on an outside conversation (“Can I order online?” vs. “Can the customer order online?”).

Here’s another example.

Suppose you’ve woken up knee-deep in water and you need an emergency plumber at 2am. You want to know if your choice of plumber will charge an after-hour emergency call-out fee, so which of these answers on a plumber’s FAQ page is more appealing...

A: No. We don’t charge any after-hours or emergency call-out fees.


A: No. We understand you might run into a plumbing problem when you least expect it. There’s never a good time to be faced with an emergency and to support our local community we offer fixed rates at all times. That means no extra fees for calling us, whether it’s 2am or 2pm. We’re committed to fast and affordable plumbing help and we’re here when you need us.

If your answers do include more than a few words, consider breaking up long paragraphs into short sentences that are easier to digest (the way we’ve formatted this guide)

#4. Keep answers short

It’s nice to be concise.

Consider this content marketing statistic.

Users spend an average of 5.59 seconds looking at a website’s written content. - SWEOR

Long answers mean users are unlikely to find what they’re looking for in the short amount of time they’ll spend on your site.

For example, suppose you run an eCommerce store selling reusable coffee cups. One of your most commonly asked questions may be, “Are your coffee cups environmentally friendly?”

There’s no point answering this question with a 1,000-word essay on the history of reusable coffee cups or your company’s commitment to sustainability. A simple, direct answer like this would work:

A: “Yes! 

We’re passionate about protecting the environment and support this goal with bamboo coffee cups that keep your favourite brew piping hot in a 100% biodegradable cup made from all-natural ingredients. 

So when your coffee cup reaches the end of its happy, coffee-filled life, every ingredient will make its way back into the earth - even if it ends up in landfill.”

No one wants to read the great Australian novel on an FAQ page, so try to limit your answers to a short paragraph or two. There’s no standard word count to aim for, but if you can use less than 100 words, you’ll be getting to the point without fluff or filler.

#5. Categorise your questions

If your FAQ page is too confusing or difficult to navigate, your audience might end up contacting you directly for help (which defeats the purpose of your FAQ page).

No one wants to sort through dozens of questions trying to find the correct answer.  Organise your FAQ page with related topics grouped. With clear categories, your audience will have a clear path to their answers, which helps them on their way to a conversion.

For eCommerce, this might mean grouping questions around Shipping and Returns, Sizing, Payments, Products, Account Login, and Security.

Looking to improve user experience further? Add a search bar so your website visitors can enter a question or keyword instead of scrolling through the full FAQ page.


Are the rules different for an eCommerce FAQ page?


FAQ pages are about improving user experience, and that goal is the same whether you sell products or services. That means your eCommerce FAQ page should also be informative, clear, and easy to find.

However, you’ll need to approach your common questions differently if you sell physical products compared to providing a service. An eCommerce FAQ page should alleviate any purchasing anxieties your online shoppers have - particularly those that your product pages don’t address.

eCommerce FAQ pages should (at a minimum) address questions relating to your products, questions relating to your policies, shipping, delivery, and payment. Consider adding links from your FAQs to related products to help move people from hunting for information to hunting for products.

So, how do you write good eCommerce FAQs for search engines and humans?

Follow these FAQ best practices:

  1. Use simple, descriptive text that gives your audience insight into your products and policies

  2. Avoid hard sell as this will diminish trust and hurt your chances of a sale

  3. Include internal links to product pages to drive page views

  4. Conclude with contact information in case shoppers need to follow up or request more detailed answers


ecomm FAQ


Here’s a rough FAQ template to get you started.

  • What is your return policy?

  • Do you ship internationally?

  • What are your shipping costs?

  • Can I cancel or change my order?

  • Can I track my order?

  • How long will delivery take?

  • Are my payment details secure?

Your FAQ page is just one part of an eCommerce SEO strategy, but it’s a crucial part.


The importance of Google’s FAQ schema

Heard of FAQ schema?

If not, you’re missing out on an SEO strategy that can improve your website’s search engine rankings, bring in more organic traffic, and give you an advantage over the competition.

It might sound too good to be true, when it’s just specialised markup you can add to your FAQ page’s code that contains a list of questions and answers.

Google can read this markup and generate a rich snippet, which looks like this:




Suddenly, your SERP result offers more value. A search engine user gets their answer in a dropdown by clicking a question, with the option to ‘show more’ answers if your markup contains more than two questions.

How does this benefit you?

For a start, your website will occupy more real estate on the SERPs.

Secondly, offering more answers increases the likelihood of getting a click because your rich snippet provides your target audience with more helpful content. Your potential customers can see you cover a range of questions they’re thinking about asking, giving them an incentive to click on your website over your competitors. 

This is how Google’s FAQ schema boosts your click-through rate, brings organic traffic to your site, and turns you into an expert.

One case study showed a 50% increase in click-through rate after implementing FAQ schema. - Search Engine Land

3 FAQ pages to inspire you

We’ve rounded up a selection of FAQ page examples with stand-out characteristics across user experience and customer personalisation.

Take inspiration and tips from 3 brands that created strong, people-first, and SEO-friendly FAQ pages.

#1 - Airbnb

Airbnb’s FAQ page needs to cater to their two broad audiences - hosts and travellers.

It’s easy for a site visitor to navigate to the section relevant to them, whether they have questions related to being a host, hosting experiences, managing company travel, or need advice as a traveler.

And if you can’t find your FAQ on the page, Airbnb offers a helpful search bar at the top of the page to make searching for answers quick and intuitive.



#2. Pretty Little Thing

Pretty Little Thing’s FAQ page is a pretty little thing.

The big, bold icons add to the overall browsing experience with the soft pink and use of their brand voice (“we’ve got you covered”) helping make website visitors feel comfortable and confident that their questions will be answered by a brand who understands them.

As an eCommerce FAQ page, the category examples are organised neatly into the broad types of questions shoppers ask. Whether it’s orders, shipping, or refunds, you want to group your questions to make browsing an easy experience.




#3. Whatsapp

Whatsapp’s FAQ page helps website visitors narrow their search within seconds. 

Got an iPhone? There’s an FAQ section for you. Rocking an Android? There’s a section for you too.

This FAQ page is also an example of using your branding to create consistency, with the soothing green of Whatsapp’s FAQ page complementing the more vibrant green that all Whatsapp users associate with the app.




Over to you

If you care about improving your user experience, increasing browsing times, and spiking conversion rates through high-quality content, you need to create an effective FAQ page.

At the same time, an FAQ page helps increase high-quality and relevant traffic by giving people - and Google - what they want.

When SEO and user experience are your goals, you can’t put off building an FAQ page anymore.

We’ve barely scratched the surface of an FAQ page so far because great UX and SEO are complex topics that fill entire guides. Instead, we’ve covered the essentials to help you source the right questions, build an FAQ page that answers your customer’s questions, and streamline your customer service process, with an added SEO boost to boot.

If the research and creation of an FAQ page feel overwhelming, we get it.

❝ That’s why we’re offering a FREE Digital Audit + Strategy Session (valued at $2,000) to get you started. This offer includes a 30-minute call with a Growth Guru, a 6-month multi-channel game plan, and all the support you need to create an FAQ page that starts driving traffic, leads, and sales.

Click below to find out more.

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