October 21

7 Tips to Create FAQ Pages that Truly Help Users

Online marketing


A FAQ page is an essential element of any website. It does not matter whether you are a giant like Amazon or Apple or you run a local hardware store, visitors are bound to look for quick answers to some aspects. From billing and return policies to troubleshooting options, a FAQ page is the user’s first source of information when something is unclear. Now we will show you how to create FAQ pages that are helpful, well organised, and also help you rank higher on Google.

A FAQ Page Is a Constant Work in Progress

The first thing you must know is that you don’t stop after you create FAQ pages. This page must reflect what your clients and website visitors want to know, and this aspect changes over time.

Here is an instance: during the ‘90s, IT help support companies and their FAQ pages answered questions such as “how to use a CD” and “how to safely turn off my computer”. At the present, technology is more user-friendly and people are more tech savvy. Thus, FAQ pages have evolved and answer more complex questions, such as:

  • How to know if my computer is infected with a virus
  • How to link my device to the smart home system
  • How to place recurring orders on Amazon Alexa.

Undoubtedly, even your industry and field of business has evolved. Thus, you must keep your FAQ pages up to date with what your users actually want to know.

Incentive: FAQ Pages Can Help You Rank Higher on Google

Here’s one important reason why you want to learn how to create FAQ pages that are truly helpful and optimised. The structure of these pages is similar to the way people look for information using digital assistants.

Voice search may have stalled for a while, but now it is returning as a powerful trend. Thus, you do not want to miss the chance of getting your website among the top results selected by digital assistants for various voice search queries.

How to Create FAQ Pages that Stand Out and Really Help Users

Here are some of the most effective best practices for FAQ pages:

1. Use Actual Questions that Your Users Ask

It may seem like a no-brainer, but many websites miss out on this. They use questions and answers which focus on keywords, not on what users actually ask in:

  • Emails
  • Help support tickets
  • Conversations with the chatbot
  • Direct messages sent on various social media platforms (Twitter, Messenger, etc.)
  • Online forms available on the website.

By putting together all these types of messages, you will be able to identify common questions that most people ask. You will have sufficient information to create FAQ pages with lots of detailed and helpful answers.

2. Organise Answers by Categories and Topics

When you create FAQ pages, everything must be helpful, including the design of the page and the way information is organised. The time when you would simply post a long list of questions and answers is long gone.

Pity the poor user who has to scroll through pages and pages of Q&A to find the information they need. But they will obviously not bother to do it. Instead, they will leave your site and may never visit it again.

The right way to do it is creating main categories where users can find relevant questions and answers. For an online shop, for instance, the most effective categories for a FAQ page are:

  • Payment methods
  • Shipping
  • Returns and returns
  • Information on stocks
  • Account and orders.

3. Add Internal Links

Don’t forget that the FAQ page is not the end purpose of the user’s visit. They go there because they want to learn how to use your site and solve their needs. Thus, the answers you provide should include an internal link to a relevant page.

In the example above, the account and orders FAQ section should include links to the page where users can register a new account or log in, as well as a quick link to the page where they can view all the orders they have placed on the site.

4. Add a Search Feature

You can create FAQ pages that, in your opinion, contain all the answers to common questions. Yet, someone will be left wondering where to find an answer to a specific question. This is why every FAQ page must contain a search bar.

You should keep in mind that maybe you do not have the answers to all the questions. Thus, you should plan for the situation when a query does not have a solution in the FAQ page. Instead of “no information available” offer the user the chance to ask the question in an online form or by email. And make sure that you give an answer within a short period of time.

5.  Add a Chatbot

As mentioned above, questions sent to chatbots are very useful to identify common issues users have when browsing your site. A chatbot is also a very helpful addition if you want to create FAQ pages that truly help people, even those with little experience online.

When stumped, users can type in a question, and the chatbot will guide them to identify the best solution. Right now, you can add highly trained chatbots to websites for a very affordable fee. It is your 24/7 365 days per year customer assistant and it contributes a lot to client satisfaction and retention.

6. Use Helpful Icons to Identify Categories

When you designate categories for your FAQ page, do not forget to add visual guidance in the form of relevant icons for each category. For the online shop example, some relevant icons would be:

  • A truck for shipping
  • A go back arrow for returns
  • A shipping bag for orders
  • A person’s outline for user accounts.

People interpret visual images faster than text. Thus, these icons will help them identify the category they need faster.

7. Optimise the Text with Keywords (but Don’t Overdo It)

Finally, you should add relevant keywords in the questions and answers you provide, but in a natural way. The main purpose of the FAQ page is to help people. It becomes a ranking factor if users find it relevant and Google determines that it is relevant and authoritative.

Also, Google is no longer tolerating low quality content stuffed with keywords. So, think of your users first and of SEO second.


When you create FAQ pages, keep in mind the fact that it can win or lose customers. Well organised pages, with helpful information, easy navigation and a clean design will help people find the answers they are looking for and earn their confidence in your business.

At the same time, remember to keep listening to what your users say and continue expanding your FAQ page with questions and answers.

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