This guide is for public questions people ask while evaluating or using an organization’s website. A client onboarding guide covers the steps after a working relationship begins; see the onboarding guide.
1. Gather questions visitors really ask
Review inquiries, support conversations, sales calls, and feedback to identify repeated questions. Keep the visitor’s wording where it is clear, because familiar phrasing helps people recognize the question they came to answer.
Include questions that affect understanding or a decision. Avoid adding speculative questions just to make the page longer, and do not use the FAQ to hide important information that belongs on a main service or pricing page.
If the same question is asked by audiences with different needs, decide whether one clear answer can serve both or whether the page should point them to separate details.
Group questions based on how visitors think about the subject, not according to internal departments. If people use a different term from the team, include the familiar wording in the heading or explanation.
2. Write direct and complete answers
Answer the question in the first sentence, then add the detail needed to explain exceptions or next steps. Use plain wording and define terms that visitors may not know.
Keep answers accurate and consistent with the rest of the site. Confirm prices, policies, timelines, availability, and eligibility with the person responsible before publishing.
If an answer depends on a particular situation, say what information would change it and provide a contact route. Do not promise outcomes or timelines the organization cannot guarantee.
Put the answer and any important caveat together. A short answer that omits a condition can be more confusing than a longer, precise explanation.
3. Group questions so people can scan
Arrange questions under clear categories such as getting started, services, billing, or support when the number of questions calls for it. Put common or decision-critical questions near the top.
Use the exact question as a heading where possible. Keep formatting consistent so visitors can scan the page and understand where an answer begins and ends.
Use Section Spatial to refine each question-and-answer group and Pages Spatial to arrange the categories. If a response needs a longer explanation, link to the dedicated page rather than repeating a full guide inside the FAQ.
Avoid adding a question only because it contains a target keyword. Include it when visitors genuinely ask it and the answer adds information not already clear elsewhere.
4. Keep the answers current and findable
Test the links and review the FAQ on a phone. Make sure headings and links are easy to use, and that important answers are not only communicated by color or an image.
Assign an owner to review answers when policies, offers, or services change. Remove questions that no longer apply and add new ones when repeated visitor feedback reveals a gap.
Check whether the FAQ complements other pages. It should help visitors find an answer, not duplicate the full content of a pricing page or services page.
When a policy changes, update every place the answer appears, not only the FAQ. Consistency across the site prevents visitors from finding conflicting versions.
