FAQ Pages: Why Are They Important, and How to Write a Good One

Key takeaways:  

1. A well-crafted FAQ page is a key asset for small businesses that improves SEO and enhances customer satisfaction. 
2. Effective FAQ pages reduce customer support load, freeing up resources and building trust through self-service information. 
3. Beyond content, aspects like intuitive design and clear categorization are important for a user-friendly and effective FAQ experience. 

For many small business owners, a FAQ (Frequently Asked Questions) page might seem like a simple list of common questions. However, a well-crafted FAQ page is a strategic asset that addresses customer concerns and improves UX (user experience). 

An FAQ page can streamline your customer support and significantly improve your online visibility, so learning how to create one properly is important. This guide will teach you how to create, optimize, and leverage an FAQ page to propel your small business forward. 

What is an FAQ page, and why does your small business need one? 

A traditional FAQ page answers your customers’ common questions about your products or services. Here are some reasons why it’s important for your business website. 

• Improves site navigation and provides quick answers. An FAQ page helps customers quickly find information without searching your website or waiting for customer service.
• Reduces customer support load. An effective FAQ page reduces the volume of repetitive inquiries, freeing up your customer service team for more complex issues or tasks. 
• Builds trust and credibility. Addressing common concerns with your FAQ page shows that you anticipate their needs and are committed to providing excellent service. 
• Enhancing UX. A well-organized FAQ page makes your website more user-friendly. When visitors can easily find the information they need, their overall experience is positive, leading to more satisfaction, site visits, and conversions. 
• Boosts your search engine optimization (SEO). An FAQ page is a goldmine for relevant keywords and structured data that can improve your visibility in search results.  

How do FAQ pages improve SEO and user experience?  

A well-optimized FAQ page helps search engines interpret your content better and present it in ways that draw more attention. FAQ pages help enhance SEO and UX for several reasons: 

• It adds more keyword richness to your website. 
• It targets long-tail keywords. 
• It helps you incorporate FAQ schema markup for rich snippets. 
• It helps boost organic traffic and visibility. 
• It addresses People Also Ask (PAA) and Artificial Intelligence Overviews (AIO). 
• It addresses the users’ specific needs. 
• It enhances site navigation. 

It adds more keyword richness to your website. 

Your customers’ questions naturally contain keywords and long-tail phrases that people type into search engines. You can organically integrate valuable keywords into your content by answering these questions. For example, if you sell handmade jewelry, common questions like “How do I clean sterling silver jewelry?” or “What’s the best way to store delicate necklaces?” are rich in relevant keywords that potential customers are searching for. 

It targets long-tail keywords. 

Many customer questions are long-tail keywords (more specific, longer phrases). Because the user’s intent is clear, these often have less competition and higher conversion rates. Optimizing for these long-tail queries can bring highly qualified traffic to your site. 

It helps you incorporate FAQ schema markup for rich snippets. 

FAQ schema markup is a type of structured data you can add to your FAQ page’s code. It tells search engines, “Hey, these are questions and answers!” When implemented correctly, Google can display your FAQs directly in the search results as “rich snippets” or “rich results.” 

These rich snippets are enhanced search results that show more information than a standard blue link, such as collapsible questions and answers. Rich snippets make your result stand out, look bigger in the SERP (search engine results page), and can increase your click-through rate (CTR). 

It helps boost organic traffic and visibility. 

Your FAQ page can increase search rankings and visibility by appearing as rich snippets and ranking for more long-tail keywords. Better ranking means more organic traffic—people finding your business through search engines—without paying for ads. 

It addresses People Also Ask (PAA) and Artificial Intelligence Overviews (AIO). 

A well-structured FAQ page directly answers queries from the PAA box, increasing your chances of appearing in this SERP feature. Similarly, for AIO and Large Language Models (LLMs), clearly structured content in a Q&A format is easily digestible and highly likely to be featured. 

It addresses the users’ specific needs. 

An FAQ page is important for boosting UX by providing clear answers to common questions, reducing customer frustration and improving overall satisfaction. By allowing customers to quickly find solutions independently, an FAQ page also lessens the burden on your customer support team for better support service. 

It enhances site navigation. 

A well-structured FAQ page makes it easier for users to find essential information quickly, helping set clear expectations about your products or services from the outset. Ultimately, an effective FAQ page contributes to a smoother, more efficient, and more trustworthy online experience for your customers. 

How to create an effective FAQ page?  

Creating your own FAQ page involves more than listing questions and answers. Follow these steps to build a helpful FAQ page to serve your customers and your SEO strategy. 

Step 1: Collect FAQs based on customer feedback 

Gather questions from various direct sources instead of guessing what your customers are asking. These include your customer support tickets, emails, chat logs, and common questions observed on social media or in direct messages. You can also consider insights from your sales team for questions potential customers ask before buying. 

Remember to review product reviews and comments, as these can reveal common concerns, too. Consider using AI also, like ChatGPT, to generate FAQs and identify content gaps for possible questions. 

Step 2: Organize the questions into categories 

After listing your questions, start to group them into categories. You can sort them into categories like the following: 

• Ordering & Payments 
• Shipping & Delivery 
• Returns & Exchanges 
• Product Information 
• Technical Support 
• Account Management 

Step 3: Write clear, concise, and actionable answers 

When answering questions, be direct and thorough, but avoid overly technical language. If an answer needs more details, link it to a relevant internal page on your website with more information such as a blog. 

In terms of formatting, frame your answers in a way that solves a problem or gives necessary information to proceed. Remember also to include your keywords into the Q&As where it makes sense, but make sure they flow naturally.  

Step 4: Add a search function 

If your FAQ page has many questions or categories, you have to assign a dedicated search bar to it. A search bar lets users type in their query and find answers directly, saving them time and improving UX. Such a function is highly useful when your FAQ section is very comprehensive or highly specialized. 

Step 5: Optimize for SEO with targeted keywords and FAQ schema 

To ensure your FAQ page performs well in search engines, start by naturally integrating targeted keywords and implementing FAQ schema markup in its FAQ section. Schema markup tells search engines how to display your content as rich snippets in search results, which improves your visibility and click-through rates. You also need to optimize your FAQ page for mobile responsiveness for better UX and search engine ranking. 

Step 6: Design your FAQ page effectively 

Your FAQ page’s design impacts its usability and overall effectiveness. For maximum effectiveness, here are important principles to consider when designing your website’s FAQ page. 

• Prioritize using simple layouts with easy-to-read fonts and ensure your design is mobile-responsive. Simplifying your layout means avoiding busy backgrounds and distracting elements, selecting legible fonts, and adopting a mobile-first approach. 
• Structure your questions with accordion-style or collapsible menus to display all questions initially, while users can click to reveal answers. 
• Use subheadings within categories to break up long lists of questions, making them easier to scan and read. 

What are the best FAQ page examples for small businesses?  

Learning from successful FAQ pages can provide valuable insights for your small business. You can refer to the following good FAQ page examples when making your own. 

1. Canva 

Canva, a popular graphic design platform, does well with an FAQ page made for accessibility and quick problem-solving. Their FAQ is well-categorized, often allowing users to filter or navigate through distinct topics related to their design tools, accounts, and subscriptions. They also use an accordion-style display, where questions expand to reveal brief answers. 

2. Mailchimp 

Mailchimp, an email marketing and automation platform, has an excellent FAQ page example that’s both comprehensive and user-friendly. Their help center often features a prominent search bar and a clear navigational menu of categories, allowing users to browse by topic (e.g., Accounts, Audiences, Automation). 

3. Upwork 

As a large freelance marketplace, Upwork designed its FAQ and help center to serve two distinct user bases: clients and freelancers. Its robust FAQ features a search bar and includes filtering options that sort articles relevant to their specific role (e.g., “Freelancers,” “Clients,” “Agencies,” etc.). 

4. Microsoft 

Microsoft’s approach to FAQs shows how important accessibility and searchability are for complex products. Their FAQ sections come with comprehensive information, shown as a blend of direct answers and links to in-depth guides. Clear headings are evident in their FAQ page, while they also incorporate AI to understand queries from user searches. 

5. WhatsApp 

WhatsApp’s FAQ pages focus on direct answers to common issues, especially its messaging app and business platform. They designed their FAQs to be highly accessible and clear to reflect a messaging app’s clear-cut, problem-solving nature. 

Based on the featured FAQ pages above, a comprehensive FAQ page should have the following: 

• Clear, concise answers. No fluff, just direct and helpful information. 
• Easy navigation with search and filtering options. Users can quickly find what they need through categories, a search bar, or filtering options. 
• User-friendly layout. An intuitive design that guides the user through the information. 
• Responsiveness across devices. Flawless performance on desktop, tablet, and mobile devices. 
• Visual appeal. While not strictly necessary, a clean and visually pleasing design enhances the user experience. 
• Internal linking. Guides users to other relevant pages for more details or to encourage conversions. 
• Proactive problem-solving. Addresses potential issues before they become actual customer support queries. 

What should I avoid when making FAQ pages?  

Knowing what to include in your FAQ page is just as important as knowing what to avoid. Avoiding these common mistakes when creating your own FAQ pages will save you time and ensure their effectiveness. 

• Overloading with too many questions. An FAQ page is not meant to be a comprehensive knowledge base covering every imaginable query. A bloated FAQ page becomes overwhelming and difficult for users to navigate, so focus exclusively on the most frequently asked questions. 
• Providing vague or incomplete answers. Make sure your answers are clear and to the point. Be direct and provide all necessary information to resolve queries. 
• Neglecting SEO. Not including relevant keywords and FAQ schema markups makes you miss the opportunity to boost organic visibility in search results. Disregarding these two aspects limits the page’s ability to drive traffic and appear in rich snippets. 
• Ignoring mobile optimization. If your FAQ page is not mobile-friendly and fast-loading, it will lead to poor UX and higher bounce rates, affecting your overall SEO performance. 
• Not updating your FAQ page regularly. An outdated FAQ page with inaccurate information turns ineffective and low-grade. To maintain its relevance and utility, make it a point to review and update its content regularly. 
• Using technical jargon without explanation. Your primary audience for an FAQ page is likely a customer, not an industry expert. If you need to use technical terms, always ensure you provide simple and clear explanations for them. 
• Hiding your FAQ page. The purpose of an FAQ page is to be easily accessible to users seeking answers. Ensure it is linked from prominent website areas, such as your main navigation menu, the top of the page, or within a dedicated “Support” or “Help” section. 

Create high-performance FAQ pages with Network Solutions  

Developing a high-performance FAQ page is an asset that helps improve results and growth. An effective FAQ page enhances sales and conversions by addressing doubts and building trust for your brand among customers. 

To ensure your FAQ page lives up to its potential, you can trust us at Network Solutions with our robust, comprehensive tools. With our Website Builder and dozens of other tools for hosting, web design, and SEO services, you can make an effective, high-performing FAQ page for your small business. 

Frequently asked questions