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How to Create an Effective FAQ Page for Your Brand

Improve your e-commerce site with a helpful FAQ page. Learn how to create one that reduces repetitive questions and keeps customers satisfied in our guide.

Every e-commerce site should have a dedicated FAQ page. FAQ pages provide valuable information to customers–or at least, they should. In this guide, we’ll explain how you can build a great FAQ page for your e-commerce site that helps your customers and reduces the number of repeated questions your team has to field. 

What is an FAQ Page?

An FAQ or Frequently Asked Questions page is a section on a website or application that answers commonly asked about a product, service, or topic. This page should consist of the most common questions customers ask your team, as well as other information you want customers to know about your brand. FAQ pages can be as simple or as extensive as needed, depending on your business and customer base. FAQs typically do not include overly proprietary language or “salesy” tactics, as these are meant to inform rather than convert (though they can absolutely help conversions indirectly).

Benefits of an FAQ Page

A page dedicated to frequently asked questions has numerous benefits for your customers and your business. Here are a few reasons why you should incorporate a thoughtful FAQ page on your site.

  • An FAQ page is a self-service portal for your customers. New and returning customers should be able to find the most pertinent information about your company directly on your website. Rather than have them hunt all over your site to find the answers to their questions, an FAQ page provides a singular hub for the most common questions so that customers can find answers at a glance.
  • An FAQ page reduces your customer representatives’ workload. Customer representatives and salespeople are the all-stars of any e-commerce business, constantly fielding questions and helping customers with their orders. An FAQ page helps reduce the amount of “easy” questions they have to answer, thus making them more efficient in the long run.
  • An FAQ page can improve your website and increase your organic traffic. A great FAQ page adds plenty of content to your website, content that has the potential to show up in search results and generate more traffic to your website. If you also take the opportunity to work internal links into your FAQ page, you’ll improve your website navigation and make it easier for customers to find exactly what they’re looking for.

What Questions Should You Include on Your FAQ Page?

You should, of course, start with the most frequently asked questions on your FAQ page. To find these questions, you’ll need to start paying attention to conversations with your customers, whether that’s via phone, email, live chat, or even in person. Compiling all that information can be time-consuming, but there are ways to automate that process. CRMs (Customer Relationship Management software) and knowledge-base tools are great at analyzing your website and your conversations with your customers in order to generate a list of your most commonly asked questions.

Apart from that, you can also include information you want customers to know but not necessarily know to ask about. This can include proprietary information like “How is your product made?” or something fun like “What’s the song most often played out loud in the warehouse?” 

Google’s autosuggest feature can be particularly useful if you’re feeling stuck or find your FAQ page is a little thin. Take a look at these auto-generated questions about hard seltzer:

How to Write a Great FAQ Page

After you’ve compiled the questions for your FAQ page, it’s time to write up the answers. Follow these best practices when creating your FAQ.

1. Write in a question-and-answer format. 

This is by far the most common format for an FAQ page for a reason. It’s simple to understand and it organizes the information in a way that allows readers to find the information they’re looking for quickly. No need to reinvent the wheel here.

2. Provide the answer directly on the page. 

Give the answer directly on your FAQ page instead of solely providing a link elsewhere, like a blog or another page. Customers want a quick, convenient answer when looking at an FAQ page. This isn’t to say you shouldn’t provide links to supporting pages–you should still do so! But not in place of a written answer on the page.

3. Keep answers clear and concise. 

FAQ pages should provide quick answers and be easy to read, so avoid being overly verbose. As mentioned previously, you can always link out to a blog or a different page to provide additional information.

4. Answer yes/no questions with a “yes” or a “no.” 

This seems simple enough, but it’s actually easy to forget. When answering a yes/no question on your FAQ page, begin your answer with a corresponding “yes” or “no” before elaborating if necessary. That way, customers get the answer they’re looking for upfront rather than having to parse through extra information they might not need.

5. Make the FAQ page easy to find. 

In order for the FAQ page to be the most effective, make it easy to find by listing it in your site’s main navigation, the footer, and/or link to it internally from various locations. 

6. Organize your FAQs and make the page searchable. 

This is especially important if your FAQ page includes a large number of questions. Use subheadings to sort FAQs–this makes the page more organized and can also help improve your search rankings. If you’ve got an extensive FAQ page or knowledge hub, a search bar is a great quality-of-life tool to incorporate.

7. Keep the FAQ page updated. 

Outdated information helps no one and causes more problems in the long run. Regularly audit and update your frequently asked questions to include new information so customers can be well informed.

8. Don’t be afraid to showcase your brand’s personality. 

Even when keeping answers short and sweet, you can put your brand’s personality on display and keep things fun. Take a look at some examples below for inspiration on how to do this well.

Top FAQ Page Examples 

Here are some of our favorite examples of frequently asked question pages. Use these for inspiration and guidance as you build your own.

Free Spirits

Take a look at this frequently asked questions page by Free Spirits. You can clearly see that they have a link to their FAQ page in their main navigation so customers can easily find it. The FAQ format itself is almost conversational, with the answers both fun and informative.

Betty Buzz

Mixer brand Betty Buzz has a very neat FAQ page linked from their footer. Each question is collapsed initially but expands out once you click on it, making for a very tidy and well-organized frequently asked questions page.


Wellness and skincare brand Womaness also links to their FAQ page from the footer. They include a list of categories on the left-hand side and answers to questions on the right, making the FAQ page easy to read and navigate.

Archetype Brewing

Asheville, NC company Archetype Brewing has a beautifully minimalistic FAQ page nested in their main navigation. Customers can sort questions by category to find answers to their most common questions. For example, Archetype Brewing has an FAQ entry telling customers where to find their products.

Want to help customers find your product? Check out the Grappos Product Locator the perfect solution to link to from your FAQs.

Asked and Answered

Building a great frequently asked questions page has a massive return on investment when done correctly. We hope this guide has steered you in the right direction as far as building your own FAQ page. 

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Eric Kunisawa

Founder & CEO

Eric Kunisawa is the founder of Grappos. He's been successfully helping businesses connect customers with their products since 2008.

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