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If you want to make an FAQ section that resonates with your customers, don’t just slap some ordinary questions and answers on a site page. Carefully think about what questions to include, consider who will answer (and how), and offer next-step solutions for when FAQs aren’t enough.

Tips for writing a good FAQ page

1. Use data to pick the right questions

2. Form clear criteria around responding

3. Offer multiple solutions

4. Track your progress

5. Make your FAQ page easy to find

Track your progress

To really meet your customers where they are, harness your CRM data to discover the most common questions across all channels and see how support reps categorize them.

Ask your reps to keep logs of unusually helpful solutions they’ve shared with customers while they’re on support calls, too. If the questions to these answers are straightforward enough, add them to the FAQ page.

Another way to figure out what questions to answer is to have non-native users pilot your site and products. Then, ask them if they found any aspects confusing. This gives you the “outsider” perspective you may not be able to find with your deeper knowledge of your brand.

Offer Multiple Solutions

Think beyond a sentence or two as a response, and consider how you can add extra value to your customers’ experience. Link to other tutorials, articles, or web pages in your answer so customers can easily find related resources.

You can also consider going the Fabletics route and including a “Did this answer your question?” survey at the end of your FAQ response. If the customer selects “no,” direct them to similar questions that may help them resolve their issue.

If a customer’s question isn’t listed in your FAQs, make it easy for them to get help another way. A good solution is to include a search bar on the page, so they can browse your site using keywords to find additional info.

For customers to use your FAQ page, it needs to be easily accessible—both on and off your site.

Start by optimizing the content for search with Seo. That way, if customers turn to Google for an answer about your product instead of visiting your website, the search engine can still route them to the right FAQ page.

For customers who are going straight to your site for answers, put the link to your FAQ or support page in a highly visible place—preferably in the top navigation bar. This will encourage customers to read through the FAQs before they reach out to a support rep or open a ticket.

Once customers reach the page, make sure your FAQs are well organized and intuitive. The whole point is to let your customers serve themselves, so the page must be simple to navigate. If you have more than 20 questions and answers to post, you should also include a search bar.