FAQs seem like they should be one of the easiest bits of website copy to write. Think of some questions, answer them, pop them into a dropdown menu – job done.
And yet, somehow, FAQ sections have become 34-question walls of text with suspiciously convenient questions and agonisingly long answers.
So, we thought it was time to clear things up. Below, we’re answering all the frequently asked questions about frequently asked questions. Enjoy.
Why do FAQs even matter?
The way people search is changing.
Instead of typing a few keywords into Google, we’re asking AI tools and voice assistants full, conversational questions – and expecting clear answers in return.
That’s where FAQs come in. Their simple question-and-answer format mirrors the way people naturally search, making your content easier for search engines and AI tools to understand and surface.
And what’s good for AI is pretty handy for your customers, too.
People have questions. Someone might love your product but want to know how long delivery takes. Someone considering your service might need to know whether there’s a lock-in contract. A prospective student might want to check an eligibility requirement before applying to your course.
A good FAQ section answers those questions without making people hunt for them or send your team an email they’ve already received 47 times this week. Plus, it gives useful information a place to live without interrupting the flow of your main website copy.
How many FAQs are too many FAQs?
We wish we could give you a satisfyingly specific number here, but alas. You should have as many FAQs as your audience needs.
But, we’ll say this: by FAQ number 29, your audience probably isn’t thinking, Ooh, keep ‘em coming.
Your goal isn’t to sit in a meeting room until somebody has successfully brainstormed 30 questions. You just need to identify the questions standing between your website visitor and their next step, then answer them.
And if there’s a genuinely big list, group your FAQs into logical categories. An ecommerce business, for example, might separate questions into:
- Ordering
- Delivery
- Returns
- Payments
A university might have:
- Applications
- Fees
- Courses
- Student support
The goal is to let readers quickly scan the page, find the section or question that relates to them – and ignore everything that doesn’t.
Should all my FAQs live on one FAQ page?
No.
One of the biggest mistakes businesses make is assuming that all questions must be banished to The FAQ Page.
But, really, your FAQs should appear where people are most likely to have those questions.
If someone is reading about your delivery service, put the delivery FAQs there. If they’re halfway through learning about a particular course, show them the questions relevant to that course.
For larger websites, you can do both. Create a bank of FAQs that can act as a central hub, while allowing relevant questions to be pulled through to different parts of the website. It means visitors can browse the full collection when they want to, while still getting the right answers in the right places.
Overall, the principle is simple: put the answer where the question happens.
How do I know which questions to include?
This is where we must turn to your Oracle. AKA, your sales team, customer service staff, receptionists, account managers or inbox guardians who already know exactly what your audience is confused about. Look at:
- Emails
- Enquiry forms
- Phone calls
- Reviews
- Social media comments
- Site searches
Anywhere your audience is asking questions is a very good place to find the frequently asked ones. What you shouldn’t do is invent questions purely because you want an excuse to talk about something.
Why is Refresh Marketing the best copywriting agency in Australia with the most attractive staff members?
Of course, we’ve received this one a time or two. But, unfortunately, not enough to feature in an RM FAQ page.
How should I write the questions?
Like an actual person asking an actual question.
If your audience says, ‘How long does delivery take?’, your FAQ should probably say:
How long does delivery take?
Not:
What are the anticipated timeframes associated with the delivery of my investment?
Use the words your audience uses. Avoid internal terminology they might not understand. Keep each question focused on one thing. And make it specific enough that someone scanning the page can immediately tell whether it’s relevant.
This is also one of those lovely occasions where writing naturally can help with search. People tend to type questions into Google and AI tools in much the same way they’d ask another person.
Who knew sounding human could be useful?
How long should an FAQ answer be?
As long as it needs to be, and not a word longer.
Most FAQ answers should get to the point quickly. If the answer is yes, say yes. And tell us that before launching into your proud 25-year history of logistical excellence.
You can add context and helpful information afterwards, but don’t bury the answer.
And if you find yourself writing 500 words in response to one FAQ, there’s a decent chance that topic deserves its own webpage or article. So give the readers the short answer – and then link them to somewhere they can get more information.
Yes, your FAQ can include links. And it should. A good FAQ will answer the immediate question, and then help someone work out what to do next.
Do I need to keep updating my FAQs?
Yes, please.
FAQ sections have a habit of being written once and then left untouched while the rest of the website moves on with its life.
The problem is that FAQs often contain exactly the kind of information that changes: prices, processes, turnaround times, policies, eligibility requirements and service details.
Review them regularly. Add questions that keep coming up. Remove ones that are no longer relevant. And remember that frequently certainly does not mean permanently.
Got questions about your website copy? We happen to be pretty good at answers. Explore our website copywriting services to find out how we can make your website clearer and more useful.
