Top 30 FAQ Page Examples and How to Build Yours (2024)

It’s no secret that the best companies put their customers first.

91% of consumers believe that a good customer experience is important to brand loyalty. Providing a top-notch customer experience can be expensive, time-consuming, and complicated to put into practice.

Sure, there are chatbots, support lines, and customer reviews to help shoppers on their path to purchase, but there’s one forgotten customer service tactic that is cost-effective and streamlined. That tactic is an FAQ page.

Before creating one for your brand, understand what kind of content requirements and grievances of users are inclined to use. Take inspiration and gather source data with knowledge base software to accommodate FAQ pages on your website.

FAQ pages went out of style for a bit because companies viewed them as outdated and unattractive forms of communication. Now, they are on most websites because they save time for both customers and employees.

It’s easy to get carried away with the design and content on the FAQ page. In this guide, you’ll learn all there is to know about crafting an effective FAQ page. Plus, get inspired with 30 best-in-class examples.

Why should you make an FAQ page?

An FAQ page is a time-saving customer service tactic that provides the most commonly asked questions and answers for current or potential customers.

Before diving into how to make an FAQ page, you need to know why having one is so important. Perfecting your FAQ page is important for many reasons beyond improving the customer experience.

1. Saves time

This reason might be the most obvious, but it’s a clear benefit of an FAQ page. Not only does the FAQ page save customers time, but it also saves employees time as well. Having an FAQ page ensures customers don’t have to sit on the phone for hours waiting for simple answers, and employees don’t have to individually answer all questions.

Companies dedicate a large portion of their budgets to customer service teams. When these teams don’t have to focus on answering frequently asked questions, they can more quickly address other customer issues.

2. Earns trust

Information is available at the click of a button, but as we all know, information is not always true. Because of this, customers are more skeptical than ever before. They hunt for products by sifting through reviews, looking at the product on multiple websites, and checking prices across the internet.

If your brand seems to understand the customer’s pain point and address it through a seamless user experience, the shopper will become a loyal customer.

One of the most common pain points is when shoppers are wondering about a product or service and there is no information addressing that question. The customers think to themselves, “I can’t be the only person who’s wondering this,” yet the answer is nowhere to be found. This is a surefire way to guarantee they close the window and go to your competitor’s website.

By creating a comprehensive FAQ page, you can ensure that customers get the answer they need and continue shopping on your site.

3. Provides new insights

It’s difficult to get into the head of a shopper. Some buy on impulse, and others buy after thorough research. By tracking the clicks on your FAQ page, you can gather insights about your product or service that you didn’t know before. You can then inform your product team of these insights. From there, the product team can make changes to improve the product or experience.

For example, if a dog collar company’s most clicked-on FAQ is, “How do I make sure my dog doesn’t slip out of the collar?” you’ll know that people are having issues or concerns about the collar staying on. The product team might have to create a no-slip feature to ease this fear among potential customers.

4. Drives internal page views

If you want your FAQ to be extremely thorough, which it should be, you can link to resources within your FAQ for your customers to find out more information. Whether you link to a blog that goes into more detail or a product page, this content helps the shoppers get the full story before making a purchase.

Having all of these resources also shows that you care about your customer's happiness, and it will make them stay on pages longer and explore other pages that they may have missed otherwise.

5. Prevents negative reviews

When looking through negative reviews, there’s almost always one thing in common: the problem could’ve been avoided.

For example, there’s always anger and confusion around e-commerce return policies. These issues are easily avoidable with a comprehensive section about questions relating to returns on an FAQ page. Instead of directing people to a support line, direct them to the FAQs. They’ll be happy to find an answer and avoid the phone call.

6. FAQs are good for SEO

To fully take advantage of your FAQ page’s ability to improve website SEO, create one page with all the questions and then link to dedicated pages that answer each question in more depth.

Creating this web of connections will make search engines very happy. When shoppers googling questions about your product, they will be directed to your dedicated page. Addressing these questions on separate pages will also help your URL appear when people are looking for answers about the competitors’ products or services.

Once you become a search result for a query about your competitor, you can convert these shoppers by directing them to your homepage or product page after they get the answer to their question.

7. Caters to every type of search query

It is physically impossible for brands to tap into the needs of their target audience with marketing content. They might be able to highlight a few areas of concern, product benefits, or user demands but will miss out on most of the long-tail search queries that surface on the internet.

With a dedicated FAQ section, you can cater to every possible long and short-tailed search query with varying intent. FAQs can be transactional, descriptive, or informational in nature and would not only satisfy the curious intent of your audience but reinstate a belief of a people-focused brand.

8. FAQ schema for showing up in "PAA."

The "people also asked" (PAA) section withholds a huge chunk of consumer-related search queries extracted from easily crawlable and high authority domains. The PAA section is featured on the SERP so that users can easily check out the answers to their queries. Embedding a FAQ schema maximizes your potential to rank better on Google, get questions featured in the PAA section, and build brand awareness.

9. Product adoption rates

If a user visits your FAQ page, they are interested in you or want to have a demo of your product. FAQ suggests that they're learning more about how to operate your product are stuck somewhere, and are looking for possible resolutions.

As the visits to your FAQ pages increase, it can have a positive impact on your overall conversion rate optimization. FAQ page visitors could be targeted with additional perks, like a phone from the company, a personalized email, or a free demo to incite their interest and push them down the funnel.

10. Optimizes your site for voice search

One of the hottest tech trends is voice search. Siri is an old friend, Alexa is newer to the crew, and many more robots will be introduced to us as time goes on.

According to a report by Insider Intelligence, more than half ofUS internet users will usevoice recognitionby 2026. Let’slearn how to optimize your FAQ page for AI-based voice search.

It’s important to write your frequently asked questions in a longer, more conversational manner. People who use voice search tend to speak in full sentences rather than fragments as people type in search engines.

FAQ pages are perfectly suited for voice search because they meet the required requirements, like being in the question-answer format. FAQ pages include question keywords and a direct answer, making it easy for search engines to pull content or display a featured snippet.

Discover: Just getting started with your online business? Find the right e-commerce platform to create and manage your digital storefront.

When is an FAQ page appropriate?

If you’re considering making an FAQ page and don’t know if it’s completely necessary, that’s ok. An FAQ page is almost always appropriate. If you get lots of the same questions over and over again, then you definitely need to create an FAQ page. When you have a blog with a multitude of great content, an FAQ page is needed to educate customers about your product through those articles.

The only time an FAQ page isn’t necessary is if your product or service needs to be installed and controlled by a professional. For example, there would never be an FAQ about performing surgery. Sure, there could be FAQs about what to expect after the surgery and how to take care of yourself, but patients don’t need to know how to perform the surgery.

FAQ template

1. Determine the questions

If your company already exists, then either in your inbox or your head of customer service’s inbox, there will be a plethora of questions to get you started. Use these as a jumping-off point and make the list of questions as long as possible. No question is a dumb one, and odds are, if one person thought it, then there’s a group of people out in the world thinking it, too.

If you are starting your business from scratch, jot down the questions that your friends, family, and investors ask about your product or service. Then, create a focus group and ask people to test your product or service and ask them questions about their experience.

Ensure the questions are relevant to your specific product and service and that they could make people want to buy once they find out the answer. Always frame your questions in a positive way.

2. Categorize the questions

Determine common themes within your list of questions and begin grouping them based on that commonality. Even though it is a basic precheck, sometimes shuffled FAQs result in a poor reader experience.

Ensure each of your FAQs relates directly to your primary keyword or product-focused keyword. Even if your brand features multiple product lines, have a separate section for each one so that the user can navigate it clearly.

Sifting through a long list of random questions will further frustrate the consumer. Categorizing all the questions will help guide them in their search for answers.

3. Highlight or link the most popular questions

They are called frequently asked questions for a reason. Make sure that all of the questions can apply to multiple people.

For instance, “What to do if my dog steals my underwear” would not be a good FAQ. A better FAQ would be about the product details and the quality of the fabric used to decrease the number of tears.

After you have the most popular questions nailed down, pick no more than five to highlight as the most popular or top questions at the beginning of your FAQ page. Emphasizing these questions will improve the user experience because most shoppers will need those answers.

4. Include a search bar

This is the most helpful aspect of an FAQ page, and you will see plenty of search bars in the examples to come. Customers go to the FAQ page with a specific question in mind. Instead of making them hunt for it, have a search bar at the top of the page to save the shoppers’ time.

Search bars also cause related keywords to pop up in the results and can be a learning opportunity for the shopper. Without a search bar, customers can become lost and frustrated with the user experience.

5. Align with your brand look and feel

It’s always strange when browsing a beautifully designed e-commerce site, and then you click on the FAQ page, and it looks like a design from the ’90s.

Of course, don’t over-design your FAQ page, but add some brand elements so the shopper feels they are in the same decade when they click over to it. Think about designing bullet points to align with your brand or use fonts. Make it feel just as important as the rest of the website because it is.

6. Update regularly

An out-of-date FAQ page can be more frustrating for shoppers than not having an FAQ.

Be sure to update your FAQ page with new questions when you roll out a new product or feature.

It’s good to look over the page quarterly to assess if any changes need to be made. Sometimes a question becomes more popular and needs to be moved to the top, or other times you may switch the payment processor and have to update those terms. No matter how big or how small the change is, make sure you reflect the changes on your FAQ page.

7. Track and improve

We talked about how the FAQ page can provide insights above, but in order to gather those insights, you must track the traffic and clicks on the page. Follow things like the order in which they clicked the questions and how they got to your FAQ page.

All of the actions taken on your FAQ page can help inform your product strategy so that your product team can improve the product or service based on your analysis of the page. Also, looping in the software engineers is a good idea because they can alter the user experience based on the insights you gather.

8. Answer to a T

Ensure you do not leave the audience in the middle with your questions. The questions should have a defined beginning, contextual meaning, and a proper ending. Rushing into FAQs would reduce the user's curiosity and make them bounce back. If you want to keep the fire of interest burning, predict the very next "impromptu" question the reader might be pondering and type it out on your FAQ page.

9. Be unique

Having generic, plagiarized FAQ sections can cause lasting damage to your website. It can bring down your domain score, traffic count, visitor sessions, and SERP rankings. Target a different set of search queries to answer than your competitors that are still relevant to your buyer's persona. Do not miss out on any FAQ query, but at the same time, personalize your content according to your website standards and target groups.

10. Don't just stick to the website

When the ultimate goal is to make life easy for the customer, search for other avenues for FAQ pages. Craft a dedicated FAQ in the weekly or monthly brand newsletter you send, and answer common queries anticipated after every new product update.

Do not overcomplicate content, thinking users are "know-it-alls." Break down questions into sub-questions, catch every insight possible, and list them in a readable way for users to have a clear idea of what to do next. Apart from the newsletter, you can push common FAQs in terms of real-time opt-in notifications, website marketing campaigns, social media polls, and display advertising.

Frequently asked questions by customers

A good FAQ is general enough to address many issues. Just about every company answers questions on its FAQ page, so if you’re struggling to get started, use these as your starting point if they’re relevant to your company, of course.

How to answer your FAQs

When crafting the answers to your FAQs, involve someone from PR. It’s unlikely you have an entire PR team on your staff, which is OK, but there are plenty of freelance PR specialists who can give input while writing these answers. It will benefit you to consider hiring one for a week or two.

Some of these questions could cause you to expose shortcomings of your product or service, so it is imperative that you position these answers in a positive light while remaining truthful.

It’s not as easy as it sounds.

Additionally, write your questions from the customer’s perspective and your answers from the business’s perspective.

Where to put your FAQ page

The placement of your FAQ page depends on the structure of your website. After putting so much work into it, you don't want to hide it. Make sure your FAQ page is easy to find because when people are hunting for answers, they don't want to jump through hoops.

Consider putting your FAQ page or the purchase page at the top of your website navigation. You can also place it on a pull-down menu under the "Contact Us" tab. Don't try to be fancy and put it in an uncommon location; stick to where others are putting it.

30 effective FAQ page examples

Now that you have all the steps and tips, it’s time to see good examples of FAQ pages. Taking a look at the top FAQ design examples is one of the best ways to comprehend how you can include the proper FAQ format into your webpage. All of these pages are doing something right. Get inspired by the layout, content, and design so you can create an impactful FAQ page.

1. Kleenex

What’s great about the Kleenex FAQ page is its subtle branding. There are just enough blue accents and font variations without being overbearing. Not only have they included a global search button on the FAQ page, but they also categorized FAQs based on common product themes.

Kleenex uses WordPress, a content management tool, to design FAQ pages. Wordpress's "Help FAQ" tool allows you to declare certain FAQ groups, sort them based on different topics, and create quick, responsive questions and answers. With the toggle function, you can add multiple questions and answers in the space provided.

Source: Kleenex

2. Lyft

Lyft's help center is a one-stop destination for all consumer-generated queries and common questions. Whatever doubt creeps into your mind while using the Lyft app will vanquish as you navigate through this super simple FAQ page. Generated with a user-friendly interface and query categorization, Lyft provides a dedicated process page for each type of FAQ. They don't stop at answering the question but also lead users through how to achieve a proper resolution through blogs.

Source: Lyft

3. Instagram

Instagram's help and troubleshooting center is a perfect FAQ page. It not only resolves app-related queries but also updates users on the newest updates and launches. The entire FAQ network comprises internally linked FAQ pages users can navigate to in case their query doesn't show up on the main webpage.

The side nav panel breaks down major categories into different buckets of sub-queries for direct user access. Instagram's help center also has a global search visit, feedback rater, and multilingual options.

Source: Instagram

4. Amazon Web Services (AWS)

Amazon is really good at staying true to its brand wherever it shows up. Amazon is also good at showing up everywhere, meaning they’re experts at SEO. Each of these FAQ sections directs to a separate page, which, as previously mentioned, helps improve a domain’s SEO.

Source: AWS

5. Chewy

In this example, it was a good idea for Chewy to place that horizontal navigation bar for their FAQs. People have little patience for exploring below the fold (what’s not visible until scrolling). Since you can’t see any details above the fold (what’s visible without scrolling), it was necessary to put easy-to-use navigation.

Source: Chewy

6. Airbnb

Airbnb is always a go-to example for anything related to gamification. The entire website is a creative camouflage of their product and services. Their ultimate aim is to win the user experience game and lead the world with creative thinking and graphic visualization.Their FAQ page is yet another perfect example.

They have the search bar first, followed by personalized questions based on your profile. Their help center consists of "suggested" reads that a person might want to check out before booking an Airbnb. They address user queries through separate articles and videos. Airbnb is the gold standard. If you can make your site half as functional as theirs, you’re doing something right.

Source: Airbnb

7. Spotify

Spotify's support center offers a lot of content that meets the eye. The main webpage has been layered with subtle Spotify branding colors, with resource thumbnails at the bottom. The queries are categorized into various buckets, like payment help, plan help, app help, and so on, which are dedicated query pages. Once a user clicks on their anticipated query, it opens a resolution page or a process workflow article for a user to read through.

Spotify is one of those companies that does everything in its power to answer questions before putting you in contact with a customer service agent. A great FAQ page helps them succeed at this goal.

Source: Spotify

8. Kleinfeld Bridal

Klienfeld Bridal does an amazing job at satiating young brides' curiosity about wedding apparel. Look at the following wedding faq example taken straight from Klienfeld's website. If you've watched Say Yes to the Dress, you might already know the answers to most of these questions. Kleinfeld's FAQ section is pretty short and to the point and directs users to their contact page to book a direct appointment with the staff.

Source: Kleinfeld Bridal

9. Headspace

The goal of the Headspace meditation app is to relieve stress, so you can imagine their user experience has to be seamless; otherwise, people will no longer be customers.

Their FAQ page gives a sense of zen when you arrive. It’s simple, calm, enticing, and doesn’t over-explain. The page has different categories loaded with FAQ guides for users and readers.

Source: Headspace

10. Billie

Much like Headspace’s website, Billie’s website is really fun to explore. Although their FAQ page doesn’t have a search bar, they make up for the lack thereof with the ability to text questions.

Aside from that, their FAQ page has a whole section dedicated to the top questions. It doesn't overclutter the interface or confuse the reader. Most answers are one—or two-liners that answer the exact query posed by the user.

Source: Billie

11. Starbucks

Starbucks aims to create a user journey through its FAQ page. Their main support homepage has different categories, user suggestions, and running discount offers. Starbucks is an excellent example of extending its customer acquisition base through content assets. The entire interface is quite lean, easy to understand, and covers a broad range of topics.

Though Starbucks might not be there in terms of creating the best FAQ page, the brand is learning how to connect with its consumers better, aside from offering them great coffee.

Source: Starbucks

12. Pinterest

Pinterest really wants you to use its search bar.

Many social platforms give their users the ability to have personal and business accounts. The needs for both of these accounts are entirely different. It’s nice that they offer you an option to "manage account and preferences" directly from the main FAQ webpage.

Source: Pinterest

13. Jeni’s

This FAQ page is funny because of the brand's quirky copywriting. Their topmost query is, "Do you Franchise? Can I open a Jeni's?" even though it's an ice cream shop.Anyway, this is a simple yet effective example. Their FAQ page has a horizontal navigation bar that people can use to get the answers to their icy questions (pun intended).

Source: Jeni’s

14. Walt Disney World

Rest assured, the magical kingdom will have the Fairy Godmother answer all your questions.

As you can tell, this page is very Disney (without being too Disney). They stay true to their brand while having a search bar and separate pages per query.

Source: Walt Disney World

15. Nintendo

Nintendo, the leading pioneer in video gaming and virtual reality, has created an icon-based FAQ resource page. Users can search for themselves to learn more about the game consoles they just bought and how to operate them correctly.

From a child aged 5 to adults, Nintendo video games have become widely commercial. With a burgeoning base of consumers, it was imperative for them to have a support network and give a sigh of relief to their consumer service helpline.

Source: Nintendo

16. SoundCloud

You never know who’s using your search bar to get help. SoundCloud gives a tip about using keywords for better search results, which makes the page more accessible for those who don’t use search engines as frequently. A+ SoundCloud for thinking about everyone.

Source: SoundCloud

17. Pottery Barn

Pottery Barn provides jump links at the top of their FAQ page for shoppers to use to get answers quickly. Although they don’t have a search bar, their FAQ page is thorough and user-friendly.

The company also has the ordering section pre-selected because that’s the most common issue for customers when they come to the Pottery Barn FAQ page. Pottery Barn wouldn’t know this without tracking clicks and traffic to their page.

Source: Pottery Barn

18. Warby Parker

Warby Parker is one of the biggest e-commerce success stories. Ten years ago, no one was selling glasses online, especially without a successful brick and mortar store.

This anecdote is important because Warby Parker knows e-commerce, and they know it well. Once you start exploring below the fold, you will see that they do a really good job of interlinking between other pages on their website, which in turn improves SEO.

Source: Warby Parker

19. PAWs Chicago

Let’s take a look at how a non-profit tackles an FAQ page.

This page should have a search bar, but there are some good takeaways from this example. Paws Chicago has a sidebar with more content for visitors to explore, as well as a local (not 1-800) number for people to call.

Once you expand the questions, the answers are especially clear and succinct.

Source: PAWs Chicago

20. HubSpot

Of course, HubSpot makes it to the list. Hubspot puts forth an excellent example of how B2B brands should design their FAQ pages to connect with their audiences. As a marquee CRM brand, HubSpot aims to create a helper's community where each peer in their network contributes to the challenges of others.

Whether it is product documentation, onboarding, quick industry insights, or long-form guides, HubSpot network marketing is sweeping the globe at lightning speed. Most B2B brands have taken inspiration from HubSpot's resource-building initiatives to grow from a product-led company to a consumer-led company.

Source:HubSpot

21. KraftHeinz

The “product locator” is especially important for a national food brand like KraftHeinz. Then, once you click a question, it takes you to a separate page with a clear question-answer format. This format is extremely user-friendly and gives them some SEO juice.

Source: KraftHeinz

22. Charmin

Charmin has a very approachable brand, and they carry that brand identity through their FAQ page. The way they box each question helps the brain sift through the information quicker and decreases the need for a search bar.

With the beers peeping out through the corners of a page, Charmins has added a touch of friendliness and empathy to its FAQ page.

Source: Charmin

23. Gucci

Gucci gives the user many options to find answers. Shoppers can use the top navigation bars, the drop-down menu, or scroll through the different categories.

Gucci uses its signature font styles and color combinations to represent its FAQ page. Even the look of their FAQ page seems exuberant and fit for luxury brand lovers.

Source: Gucci

24. Spirit Airlines

Airline FAQ pages are likely the most frequented.

Spirit Airlines ensures its FAQ page looks like the rest of its website. Additionally, this page has a search bar, icons to help with accessibility, top questions, and simple categorization below the fold.

Source: Spirit Airlines

25. Nike

Nike’s FAQ page begins with the search bar and then goes into the “quick assists” section. The use of “quick assists” is nice here because it’s a sports pun, but it also makes sense to all users.

The FAQ page is pretty straightforward. It is a pillar page where users can find anything and everything related to their online orders and purchases.

Source: Nike

26. Moleskine

Moleskine features its products as the background header image for this FAQ page, which is a seamless way to remind people why they are there and eventually drive them back to buy.

Moleskine goes a step further in adding a panel on "popular topics," which are, in fact, "at a click" questions users can glance through and click to receive resolution.

Source: Moleskine

27. LEGO VIP

LEGO VIP directs you to this page before going into their FAQ page, which you enter by clicking “explore.”

This is an out-of-the-box way for UX designers to think about the experience right before entering the FAQ page, and it sticks to the brand identity closely.

Their actual FAQ page looks similar to standard FAQ pages, with different categories and sub-categories regarding product plans, types, purchase information, and customer support.

Source: LEGO VIP

28. REI

Look at the live chat and phone line hours section of REI’s FAQ page. When a shopper comes to your FAQ page and can’t find an answer, they’ll want to know the next steps. This clear outline of hours and methods of communication will ease any frustrations.

Source: REI

29. UGG

When looking at UGG’s FAQ page, it seems like the simple question bank of consumer-specific queries, along with answers published right below the questions. Users would have to sift through the details or use "ctrl+F" for Windows and "cmd+F" for Android to type in their search query.

It’s rare to see emailing list questions as an FAQ, but this could lead to some potential customers signing up and then purchasing a pair of boots.

Source: UGG

30. G2

G2's help center is a plain and intuitive dedicated FAQ network for software vendors and buyers. As a peer-reviewing software marketplace headquartered in Chicago, G2's official website is visited by millions of software buyers and sellers in order to get their products listed for a particular target category, reviewed, verified, and integrated with a viable buyer stack to scale their processes and boost revenue.

G2, with its FAQ and resource network, acts as a bridge between software buyers and sellers. The FAQs are displayed as a list with a global search button. Users can use the search button to type queries out or scroll the page to get to their destination.

Source: G2

There’s no such thing as a dumb question.

Don’t neglect your FAQ page. Shoppers come to this page for help, and if they don’t get it, you can kiss that sale goodbye. Be sure to spend a good chunk of time creating your own FAQ page, and you’ll reap the many benefits.

Consumers expect special treatment from brands. Learn how to personalize your website based on relevant user search queries to be the first pick always.

This article was originally published in 2023. It has been updated with new information.