20 Best FAQ Pages (+ How To Create Your Own)

Frequently asked questions (FAQ) pages are a pillar of good customer experience. The best FAQ pages anticipate the needs of an audience, helping them find answers quickly and without assistance.

As customers search for more information online, FAQ pages have evolved from simple lists of questions to essential hubs in a website’s knowledge base. Research suggests that self-service is a top channel for support, and as many as 73% of people prefer digital channels over talking on the phone.

That makes an FAQ a nonnegotiable part of your content strategy.

What does an effective FAQ page look like, and how can you create one? Below, learn about FAQ best practices and see 20 examples of well-written FAQs, along with a guide to making them.

What is an FAQ page?

An FAQ, or frequently asked questions, page answers the most common questions customers and other website visitors have. It provides information related to products and policies, allowing people to source answers independently, without support.

FAQ pages differ from About Us pages, which contain the story behind your brand. Both can act as a first point of contact for shoppers and help build trust with your customers.

Shopify’s FAQ page answers questions from those considering using the platform and people who want to learn more about Shopify tools.

FAQ pages can benefit customers across the purchasing journey—whether they’re first-time visitors, a potential customer looking to understand how you source your product, or an existing customer troubleshooting a problem.

In ecommerce, the goal of an FAQ page often is to reduce the anxiety of purchasing online, convincing on-the-fence customers to push the Buy button.

Why do you need an FAQ page?

There are many reasons to build a knowledge content hub for your website. Here are a few:

To capture new customers

Many customers find your website through search engines. A comprehensive FAQ page is a powerful way to capture organic search traffic. Organic traffic drives more than 33% of all website traffic in key industries like retail and travel and hospitality, according to a 2024 benchmark. 

Well-written FAQ answers can appear as featured snippets or AI Overviews on Google Search results pages and link back to you. Once a user has entered your website through the FAQ, you can direct them to other pages.

To build brand trust and consumer confidence

You may also need to focus on your FAQ if your products or services are complex or require additional contextual information. 

Removing knowledge barriers and addressing possible pain points and product concerns can increase conversions and help build your brand’s authority. 

To address common concerns

Certain questions will crop up repeatedly as new customers enter your ecosystem and move through the buying process. Publishing repeat Q&As in a searchable help center improves consistency and can deflect support tickets. 

Even if those questions pop up in support tickets, you can link to the relevant section of your FAQ to keep information organized and consistent.

To give customers always-on support

Consumers expect round-the-clock options and often choose self-service for routine tasks (like order status), and prefer to escalate complex issues to humans. The always-on format of an FAQ enables customers to seek answers at their convenience rather than waiting for a response from a live agent.

While you might not be able to staff your business 24 hours a day, a detailed and accessible knowledge base means that some form of support is always available.

20 examples of successful FAQ pages

1. Skinnydip London
2. United By Blue
3. National Portrait Gallery
4. Colorado Crafted
5. Roody
6. Comprehensive Cranium Care
7. Shwood
8. Factory 43
9. Press
10. YouTube
11. Magic Spoon
12. Pepper
13. MVMT
14. Huel
15. FIGS
16. Secret Lab
17. Jeffree Star Cosmetics
18. Fangamer
19. KITH
20. Brooklinen

1. Skinnydip London

Women’s clothing and accessory brand Skinnydip London has a great branded FAQ page example on its site, categorized by payment, delivery, orders, refunds, product and stock, and account. Users can click through to more specific questions, and it’s easy for them to navigate and find extra help if needed.

2. United By Blue

Sustainable goods retailer United By Blue also categorizes its FAQ page. The difference here is everything is on a single page. Answers are thorough and often include links, so users can easily take the next step. If you don’t see your question, you can chat with the brand during its listed business hours. 

3. National Portrait Gallery

The National Portrait Gallery’s FAQ page has a long list of questions, which are also categorized by general information, facilities, ticketing, and other relevant topics. Each category gets a separate section, so users can easily see where to find their answers. Scrollability is aided by the page design, with questions housed in clickable blocks.

4. Colorado Crafted

Colorado Crafted keeps things simpler than the National Portrait Gallery. Its list of questions is on the shorter side, so as not to overwhelm users with too much information. The brand also adds a bit of fun: “Hey, where’s all the chocolate?” one question asks. It’s a legitimate query, but written in a conversational and playful tone.

5. Roody

Roody has a unique product: custom swag boxes. As such, Roody has room to get creative with its brand voice, which you can see demonstrated across the website. Roody also uses this voice on its FAQ page, and keeps questions specifically related to its product and audience. You can tell it has carefully considered which questions to put here—being a unique product, it has not-so-conventional Q&As.

6. Comprehensive Cranium Care

Comprehensive Cranium Care also uses a fun brand voice to sell its men’s hair care products, which, ironically, are made for men with no hair. The humor is alive and well in this FAQ page example, but it always makes sure to address concerns and product promises.

7. Shwood

Sunglass and accessory brand Shwood has a beautiful FAQ page. On-brand visuals and well-designed graphics for each category elevate the aesthetic. Answers include links that lead users to where they need to go, which gets them through the site.

8. Factory 43

Factory 43’s FAQ page curates the most important and common questions in a succinct list that’s communicated through its casual brand voice. For example, rather than listing “What are your shipping policies?” it opts for a more conversational “When will my order ship?” which can help it relate to customers and reinforce its brand identity.

9. Press

Juice company Press has an aesthetically pleasing brand, and its FAQ page is no different. Clean design, simple color palette, and easy-to-read but on-brand font round out the look and feel. Answers to questions are brief but clear and complete, including a Contact Us call to action if you need more help.

10. YouTube

YouTube uses a single FAQ hub to answer questions from viewers and creators. Nested menus help users navigate the vast knowledge library and narrow in on their issue. A community forum is also on hand to support users with unique questions not covered in the FAQ.

11. Magic Spoon

Cereal brand Magic Spoon makes it easy for shoppers to find information about shipping, international orders, product, or subscription on its FAQ page. The design and typography is consistent with the Magic Spoon brand, providing a seamless experience from shopping to customer service.

12. Pepper 

Clothing company Pepper lists each of its FAQ categories, so users can find the answers they need. Shoppers can also type their questions into a search bar and receive an answer rather than scrolling through the page.

13. MVMT

Here’s an example from watch brand MVMT of an FAQ page that directs to a separate landing page for top questions with more substantial answers, like its store locator page and its return policy. There are also tabbed sections dedicated to domestic and international shipping and how to contact the brand. 

14. Huel

The HUEL FAQ page is built for easy navigation. It’s clearly divided into sections like “Popular questions” and “Product questions,” so people can find information quickly. 

Questions are formatted with drop-down options, which makes the page less cluttered. People can find and expand only the questions they have. HUEL also makes categories based on common customer concerns, which proves they are paying attention to what customers ask about. 

15. FIGS

Clothing brand FIGS neatly organizes the main issues customers may face into titles like “Returns & Exchanges,” “Shipping,” and “Where is My Order?” This lets customers easily navigate to a specific area of concern. They can also type their questions in a search bar to access the brand’s broad database. 

The layout is simple and clean, with icons that give a quick visual cue to the customer about the content. FIGS also has a Contact Us link prominently displayed at the top, so customers who cannot find answers in the FAQ can get help. 

16. Secret Lab

Gaming chair brand Secret Lab has another great example of an effective FAQ page. It highlights Popular Questions immediately at the top of the page, which can quickly resolve issues many customers have without scanning. 

It also has a product-specific FAQ, so you can drill down into questions specifically about chairs or desks. The design is simple, with icons and dropdown menus that create a clean interface that’s easy to navigate and understand.

17. Jeffree Star Cosmetics

The Jeffree Star Cosmetics FAQ is divided into categories like Shipping & Returns and Products to help customers locate the right information. The page has a branded look that fits the overall experience of its ecommerce website. 

With tabs at the top under the large FAQ, customers can easily jump to a specific set of FAQs without having to scroll down the page. Jeffree Star Cosmetics also offers chat support for those who need more personalized assistance.

18. Fangamer

Fangamer’s FAQ page is set up a little differently than others. Before the FAQ, there is a section that gives practical information about the company’s location, shipping practices, and customer service hours. This gives customers context and sets expectations for support inquiries.

The page is also neat and easy to browse. Customers can easily scroll to find a category related to their question, like “Order changes & cancellations,” and click on a question to reveal the answer in a dropdown menu. 

19. KITH

Cult clothing brand KITH’s FAQ page is broken down into clearly labeled sections like Kith Online Return Policy and Shipping and Tracking. You can find an answer snippet in the corresponding box, or click the box to find more questions related to your topic. 

20. Brooklinen

Brooklinen’s FAQ page is clear and easy to navigate. The questions are concise and address concerns for broad categories like shipping, as well as more specific ones, like the brand’s rewards program and bedding products. Brooklinen presents the most common questions in each category first, with a “See more” option if you need additional help. 

How to create an FAQ page

Now that you’ve seen some standout FAQ examples, here’s how to create your own FAQ page:

1. Identify the most common customer questions
2. Organize questions into logical categories
3. Write clear, persuasive answers
4. Design for usability and accessibility
5. Create your FAQ pages
6. Implement FAQ schema markup for rich results
7. Make your FAQ page visible
8. Optimize your FAQ page for SEO

1. Identify the most common customer questions

To decide what to include in your FAQ, you need to find out what your customers are actually asking. Here are the best places to look for inspiration:

• Check your own customer data. The best place to start is your own customer feedback and support tickets. If you use help desk software, you can often view data on the most frequently asked customer questions.
• Map the customer journey. Put yourself in your customers’ shoes and write down questions a first-time user might have as they discover and use your product.
• Look at your competitors. See how competitors and similar services communicate with their customers. Focus on relevant questions and look for opportunities to turn those answers into a reason to buy from you.
• Browse public forums. If you don’t have much customer data yet, check out competitors’ FAQs, product reviews, and forums like Reddit or Quora to see what people in your niche are asking.

2. Organize questions into logical categories

A lengthy, unstructured list of questions can be overwhelming for a visitor. Grouping related queries into logical categories like Shipping or Sizing & Fit makes your FAQ page scannable and easier to navigate. 

Look at the common questions you have already found to decide on your groups. Put the most popular topics at the top of the page. For example, if you get a lot of questions about returns, make the Returns section the first thing people see.

Some popular categories you can use are:

• Ordering and Shipping: For questions about tracking an order or how long delivery takes.
• Data Security: To ensure customers their information is kept private and secure.
• Returns and Exchanges: To explain how your return policy works and how to send something back.
• Account Management: For help with passwords, logging in, and changing personal info.
• Product Details and Sizing: To answer questions about what products are made of or how to find the right size.

3. Write clear, persuasive answers

A comprehensive FAQ will include more complex aspects of your product or business, as well as potential shortcomings. Answering these questions requires clear writing and selective use of information. The goal is to provide complete answers while always portraying your brand positively.

When answering FAQs, write from your customer’s perspective (“How do I check my order status?”) as well as your own (“We provide a shipping tracker with your email confirmation”) to create the feel of a conversation.

First, focus on clear communication. Then consider the goal you’re trying to achieve with each question of your FAQ: 

• Are you addressing a concern about purchasing from you? 
• Are you educating your audience about a part of your business model? 
• Are you troubleshooting a common problem with your product? 

Focus on delivering an answer that satisfies the question while forwarding your business goals.

Use images and videos to supplement your answer, and offer multiple solutions to more in-depth queries. If it builds your brand, you can even sprinkle in some personality to delight your customers with witty or weird questions and answers.

An often-missed opportunity with many FAQ pages is ending your answer with a call to action that links to other pages, pushing visitors back into your funnel. Again, you want your FAQ page to be the go-to place for potential customers who require more convincing. As you build out your knowledge base, the FAQ page grows in value.

Consider the next steps for someone interested in a specific question and try to incorporate a link to relevant content that moves them forward on their journey as a customer.

4. Design for usability and accessibility

It’s not always enough to just have the right answers. Your FAQ page also needs to be easy for people to use. A simple and clean design makes sure customers can find the information they need, and makes your brand look good. 

A few design tips to follow when creating your FAQ page:

• Add a search bar. If you have a lot of questions, a search bar is necessary. It lets people find answers fast without having to scroll endlessly.
• Use clickable questions. A mess of text on your page is overwhelming and will cause viewers to bounce. List your questions so people can click to open and close them for a better customer experience design.
• Use easy-to-read colors and text. Use your brand colors, but make sure the text is easy to read against the background. Choose a simple font that’s big enough to read comfortably on a desktop and mobile phone. 

5. Create your own FAQ pages

Design your FAQ pages and sections to be as user-friendly as possible. Link the most popular questions to the top of the page to prevent scrolling, and break content into subcategories to aid navigation. 

Consider including a search bar for larger knowledge hubs so users can drill down into content, and make any live support options always accessible on screen.

If you’re a Shopify store owner, you can browse the Shopify App Store for different ways to present your FAQ section. Here are some popular FAQ apps:

POWR ⭐ 4.7 (40+ reviews)

POWR: FAQ page sets up your FAQ page with an accordion layout that users can click to expand or collapse. It supports customizable icons for questions, interactive hover effects, and colors of your choice.

FAQ pages built with this app are mobile-responsive and can include links, text, images, and video. POWR has interactive FAQ features like user-submitted answers and up-voting submitted questions.

Price: Free to $89.99 per month, depending upon number of FAQs and other features included.

SB: Helpdesk Ticketing & FAQs ⭐ 4.6 (300+ reviews)

Also customizable, the SB: Helpdesk Ticketing & FAQs app offers different layouts, so you can find a style that matches your site’s look and feel. Create FAQ categories and implement a search functionality across your entire knowledge hub.

Like POWR, HelpCenter is a zero-coding app and is simple to set up.

Price: Free to install; plans range from $5.99 to $49.99 per month plus a small fee after a certain number of tickets. 

Enorm FAQ Page & Product FAQs ⭐ 4.6 (20 reviews)

Enorm FAQ Page & Product FAQs is another app with common searchability, mobile responsiveness, and customizability. The accordion-style pages can be integrated elsewhere on your site—great for embedding your most frequent FAQs directly on your product pages, helping reduce hesitation and improve conversion.

Price: Free to $9.99 per month, depending upon number of FAQs and other features included.

6. Implement FAQ schema markup for rich results

To make your FAQ page stand out in Google searches, you can add a piece of code to your site known as FAQ schema. The code’s job is to tell search engines, “Hey, this content is a list of questions and answers.”

When Google crawls your website, it understands the FAQ page perfectly and may display it as a rich result. This means your questions will appear in a clickable dropdown list on the search page, which helps your site get noticed and earns you more clicks.

Note: Google has stated that FAQ rich results will only be shown for well-known, authoritative government and health websites. For other websites, the rich result will no longer be shown regularly. However, sites may be considered for this treatment depending on eligibility. 

7. Make your FAQ page visible

The right place for an FAQ within your website depends on the products or services you offer.

If customer service is central to your business, you should create a full support center or help desk that includes your FAQ.

Customer support apps such as Re:amaze or Zendesk support integrated FAQs that become part of the customer service flow. For example, customers may check an FAQ before reaching out to a chatbot or live agent.

For stores that sell unusual or intricate products, a link to an FAQ page in the website navigation can be a good way to reduce purchasing anxiety.

You can also integrate FAQs directly into product pages. For products with customization options, including an FAQ amongst product descriptions and customer reviews can help users select the right product type.

8. Optimize your FAQ page for SEO

FAQ sections lend themselves well to search engine optimization (SEO). They’re well organized and full of authoritative answers to common queries—exactly what search engine algorithms seek.

If your FAQ is a complete knowledge base, you might create dedicated pages for each answer to help them rank. By hyperlinking each question to a separate page, you’ll give your FAQ the best chance of covering a broad range of search terms.

Even if your audience isn’t searching for topics related to your brand, they might be searching for answers to questions related to your industry via Google, which can help you connect with them. Potential customers can enter your website through the FAQ while seeking answers to more general questions.

As your FAQ pages begin to generate search traffic, optimize them further by editing features like the title tag and meta description. Compete to be featured in Google’s AI Mode, Featured Snippet, and People Also Ask sections by targeting the most-asked questions related to your keyword. 

FAQ page design template

Like About Us pages, there is no universal FAQ template. But there are common questions for each industry. Here are some of the big ones for ecommerce that you may want to include in your FAQ:

• What is the return policy?
• What are the shipping options?
• What are the international taxes, duties, etc., that I have to pay?
• When will I receive my order?
• What do I do if I never received my order?
• What do I do if I receive a defective order?
• How do I make changes to an order I’ve already placed?
• Where are you located?
• How is the product made? Where do the materials come from?
• How do I make sure I order the correct size?
• How do I contact your company if my question isn’t answered here?

After you have the basics down, dig deeper into your specific business. This is where those insights from email and customer support tickets come into play.

How to measure FAQ page success

Your FAQ page is like an assistant to your support team. But how can you tell if it’s actually helping customers and saving them time? You can figure it out by looking at two things: what people are doing on the page and how it’s reducing your customer service workload. 

Key performance indicators to track

You can find most of these numbers in tools you already use, like Google Analytics and your Shopify Analytics reports:

• Page engagement and conversions. Examine the number of visitors to your FAQ page and the average time they spend there. You can also track key events or conversions to see how many users visit the FAQ page and then go on to make a purchase.
• Reduced bounce rate. If they stay for a while, it’s a good sign they’re actually reading your answers. It suggests satisfied customers found their answer and then continued to browse other pages on your site, moving them further down the sales funnel.
• Search visibility. Use Google Search Console to see how your FAQ page performs in search results. Track impressions to see how often it’s shown, and track clicks to see how many people it brings to your site. You can also see the exact queries (search terms) people are using to find your page and get inspiration for more questions.

Calculating ROI from ticket deflection

The biggest benefit of a well-crafted FAQ page is that it saves you time and money by eliminating repetitive support requests, a concept called ticket deflection. Here is a framework for calculating the ROI from it.

Before you launch or improve your FAQ page, count how many support tickets or emails you receive each month for common, repetitive questions, like “What is your return policy?” or “How long does shipping take?”

Once your new FAQ page is live, continue to track the number of tickets you receive for those same questions. Then, calculate the cost per ticket. If it takes 10 minutes to handle one ticket and your staff’s time is worth $20 an hour, then each ticket costs you about $3.34.

10 minutes per ticket (0.167 hours) × $20/hour wage = $3.34 per ticket

Now, just do the math. Subtract the new number of tickets from your starting number to see how many tickets you avoided. Then, multiply that by your cost per ticket.

• Before FAQ Page: 150 tickets per month
• After FAQ Page: 50 tickets per month
• Tickets you didn’t have to answer: 100

100 avoided tickets × $3.34 per ticket = You saved $334 this month 

Read: 14 Customer Retention Strategies That Help Increase ROI

Multichannel FAQ deployment strategies

Don’t hide all those helpful answers on just one FAQ page. The best time to answer a question is when a customer thinks of it, and sometimes that can be in these spots.

On your product pages

Answer questions right on the product page to help customers decide to buy. For example, you can answer questions like “How do I wash this?” or “What size should I choose?” Providing FAQs on product pages helps customers feel confident enough to click Add to Cart. 

Tushy, for example, places an FAQ directly on the product page for its Tushy Fresh bidet. Customers can learn about installation, compatibility, and features right when they are choosing to buy.

In the Shopping Cart and at Checkout

People often leave their shopping carts if they have a last-minute worry. Answer these final questions on the cart and checkout pages so they don’t leave without buying.

This is the best place for answers about shipping, returns, and payments. A simple, clickable link like “Easy 30-Day Returns” can give a nervous buyer the final push they need to finish their order.

In your chat support

You can also use your FAQ answers to make your ecommerce customer service much faster. Give your FAQ answers to a chatbot like Shopify Inbox. The bot can act as a mini-expert, instantly answering common questions like "Where’s my order?" at any time of day.

When a visitor opens the chat on Byron Bay Gifts’ website, a bot immediately offers buttons for common topics like “How long does regular delivery take?” and “Do you cater to dietary requirements?” They can get the help they need instantly without human support.

Maintaining and updating your FAQ page

Your customers’ questions will change over time as you launch new products and grow your business. Regularly look for new questions in customer support tickets and by talking with your support team. 

Also look at what customers are typing into the search bar on your website and FAQ page. If a lot of people are searching for something you haven’t answered, it’s time to add it. 

When reviewing your FAQ page, make sure your information is 100% correct. If you spot an outdated answer, either update it immediately or, if you need more time to get the correct information, temporarily remove the question to avoid confusing customers.

Help desk apps can often tag and track recurring issues, making it easy to identify new, popular questions. A new wave of AI-powered tools and apps on the Shopify App Store can analyze your support conversations and automatically suggest new questions for your FAQ page.

Build your own FAQ page today

If you want to get the most out of your FAQ pages, you need to make it discoverable where it matters most in the customer journey. Make FAQs accessible when potential customers are considering a purchase, and when existing customers are about to reach out to you.

You might see most FAQ pages buried at the bottom of a website’s footer, but they’re better off incorporated into your site as part of your Support or Contact Us page, or your navigation menu, to ensure it gets found. Updating your FAQ page as new customer concerns or opportunities arise is important.

The FAQ page is often an afterthought for many websites. But used strategically, it can add value in different ways, from reducing the burden on customer support to alleviating purchasing anxieties. So, are you making the most of yours?