An FAQ page answers frequently asked questions on your website.
Many businesses have them to help users understand their products and services.
Your FAQ page may also include questions and answers about operating hours, return policies, payment options, or shipping information.
Or how to solve common problems with your product or service.
Here’s an example from Canva:
An effective FAQ list will anticipate your audience’s needs, answer their questions, and guide them to relevant content on your site.
Done right, an FAQ page can even boost your rankings in Google.
In this article, we’ll walk you through best practices for publishing FAQ pages and show you 25 great FAQ page examples.
The Benefits of FAQ Pages
An FAQ page can significantly improve the customer user experience. You should view FAQ pages as an extension of customer service.
In fact, 60% of customers said they’ve used FAQ or help pages on a company’s website in the past year.
And a well-optimized FAQ page can also drive a lot of SEO traffic.
That’s because many question keywords get tons of searches. For example, “how to block someone on WhatsApp” gets 3,600 searches per month in the U.S. alone:
And “how to contact Amazon customer service” gets 6,600 U.S. searches per month:
People clearly want to know the answers to these brand-specific questions. So it only makes sense that the brands capitalize on this and target these keywords with FAQ content.
Here’s an example from Wells Fargo’s FAQ page:
If you plug this page into Semrush’s Domain Overview tool, you can see that it brings in about 3,100 organic search visitors per month.
Plus, Wells Fargo has internal links pointing from their FAQs to other pages on their site.
Those internal links are great for SEO because they help Google find and index the pages on your site. (Among other reasons.)
FAQ Page vs. Knowledge Base
FAQ pages typically answer straightforward questions with simple, direct answers.
Knowledge bases, on the other hand,are more detailed. They’re meant to solve more complex customer problems. Knowledge base pages contain long-form articles, how-to guides, tutorials, and even videos.
These two entities serve similar purposes. But they differ slightly.
Examples of questions you may find on FAQ pages include:
- What’s your return policy?
- How long does shipping take?
- What are your store hours?
You’ll also likely find common product or service-specific questions. But either way, the answers to these questions are typically quick and straightforward.
For example, here’s an FAQ page from SkipTheDishes, a food delivery service:
FAQ pages like this often link to knowledge base articles for more complex questions that require greater detail.
Here’s what our knowledge base looks like:
Examples of topics you may find on a knowledge base include:
- Guides to “getting started” with products
- Detailed billing and account setup information
- Troubleshooting guides for specific products and features
Now that you know the difference between FAQ pages and knowledge bases, let’s talk about how to create your own FAQ page.
How to Make an FAQ Page (Best Practices)
To create an FAQ page that drives organic traffic and proves useful to visitors, follow these best practices. Starting with choosing the right questions to answer.
1. Identify Your Most Frequently Asked Questions
The first step is determining what your customers actually want to know.
You can do this a couple of different ways:
- Get information from your customer service team (if you have one) or support email
- Perform keyword research
You can start by speaking with someone on your customer service team to get an idea of questions they get a lot.
Or, if you use a help desk or call center software, you can sift through existing data. This might include recorded calls, written details about specific customer issues, etc.
Some software systems even have tagging features that allow you to categorize specific questions/issues. Like Intercom and Zendesk.
Keyword research can help you identify the search terms people are entering into Google and other search engines.
Start by plugging your brand name into the Keyword Magic Tool.
For this example, we’re using Lush, a cosmetics company.
Then, click the “Questions” filter near the top left-hand corner of your screen.
You’ll get a list of questions related to your brand.
Once you’ve compiled your questions, take note of which ones you plan to answer in order of importance.
Sort the “Volume” column to see which search terms are searched for most frequently.
Note: Small brands may not get many or any brand-specific searches. In that case, you can lean on customer service and support resources to get question ideas.
Next, it’s time to start organizing your page and writing your answers.
Let’s get into it.
2. Follow a Clearly Defined, Logical Structure
The best FAQ pages are really easy to navigate because they have clear sections based on the type of question being asked.
For example, Shopify’s FAQ page divides questions into four sections—getting started, selling, payments, and shipping:
Think of it like your site’s navigation.
You should be able to put every page on your site into logical categories. Otherwise, users (and search engines) may not be able to find them.
Similarly, each question on your FAQ page should fall under a broad category listed on the page.
3. Display Relevant Questions at the Top of the Page
People are often in a rush to find the answers to their questions. So it’s best to answer the most important—or recent—ones right at the top of the page.
For example, something like “how long does shipping take?” will always be relevant for an online store. So that would make sense at the top of the page.
But maybe you’ve recently released a new product or update. People likely have questions about that, so those could be good options to include high on the page, too.
Use your research from step one to determine which questions to cover first. Consider:
- Questions customers or prospective customers often ask your company
- Questions with the most search volume
- Questions you come up with on your own that you want to prioritize
- Recent questions that can help you respond to new features or news
Let’s use an ecommerce site as an example. Your most-asked questions will likely be about shipping, returns, etc. These should appear at the top of that page.
Take a look at Nike’s FAQ page. It includes information about shipping, delivery, and returns first:
The “Quick Assists” section allows you to see the most common questions without scrolling.
4. Answer Questions Clearly & Concisely
If you have a lot of ground to cover, don’t try to answer a million related questions all on the same page.
Instead, give a brief, clear answer to one main question per page.
Then, link to any related questions. Like Barkbox does here:
Related articles appear after every individual FAQ answer page.
And if the user wants to learn more about related topics—perhaps about “What comes in a BarkBox”—they can click on the “related” link at the end.
This way, they have options but won’t be overwhelmed with too much information at once.
A good internal linking structure can also help improve your search engine rankings.
5. Consider User Experience
Speaking of user experience—keep in mind that FAQ pages are crucial pages for your visitors.
They’re vital for UX. So the UX of your FAQ pages should be on point.
Adding helpful elements like search functionality and drop-down menus can make your page easier to navigate.
For starters, most users land on your FAQ page with a specific question in mind. So adding a search function is a must if you answer more than a few questions.
To make things easy for users, include the search function at the top of the FAQ page. Like Instagram does:
This way, users won’t have to scroll until they find the information they need.
You can also include drop-downs within the categories you created earlier.
See how Adobe breaks up their navigation bar with drop-down arrows for each larger category?
This is a great way to include a lot of information on one page without confusing or overwhelming the user.
6. Publish Your FAQ Page
Now it’s time to design and publish your FAQ page.
It’s a good idea to include a link to your FAQ on your main navigation bar. Like Nike does:
This way, no matter where users are on your website, they can access the page if they need help.
Your CMS (content management system) likely has an easy way for you to create and build out your main navigation.
Here’s how to do so on a few popular CMSs:
And if you have a knowledge base, it’s a good idea to feature or link to your FAQ page there as well.
7. Update Your FAQ Page
As your business grows and changes, your FAQ page should, too.
It’s important to keep FAQ page information up to date so your customers can rely on it. This may seem obvious. But it’s a problem a lot of FAQ pages have.
If you don’t keep your FAQ page up to date, you may lose customers who can’t figure out your product.
It’s best to update your FAQ page whenever changes that could affect customers happen. This may include:
- New product launches
- Pricing updates
- Smaller changes that could affect user experience (like your login page moving to a new URL)
It’s a good idea to anticipate customer questions following any changes. If you’re planning to update your product or site, don’t wait to add logical questions until someone asks them.
Repeat the process from step one whenever you update your page. This includes sifting through customer support data and performing keyword research to find any recent popular questions.
Bonus Step: Add FAQ Schema to Your Page
Schema markup helps search engines better understand information on your site. It involves structuring your data in a way search engines can read easily.
Note: This is an advanced step, so you may need to work with your developer if you’re not familiar with the process.
Using schema can provide rich results in the SERP (search engine results page), like this:
Getting rich results is great for two reasons:
- They can improve your click-through rate
- They take up more real estate on the SERP, which means users are more likely to see the link to your page
You can add many types of schema—including FAQ schema.
When you use FAQ schema, Google can read and understand specific questions and answers on your FAQ page. And then highlight them on the SERP.
Questions show up as drop-downs in Google search results. Like this:
Google’s structured data resource shows you exactly what properties you’ll need to add to your FAQ page in order to be eligible for rich results.
Properties are the pieces of data Google reads in order to understand what to show in the rich results.
For FAQ schema, you must include at least one “Question” property:
With an accompanying answer:
Here’s what that might look like in code:
To see a full list of accepted properties for FAQ page schema, visit Scehma.org’s resource page.
After you’ve added schema to your page, you can check whether it’s correctly implemented using our Site Audit tool.
After setting up a Site Audit for your project, head to the tool.
On the main page under the “Thematic Reports” section, you’ll see a report called “Markup.”
Click on “View Details” in the Markup section above.
Site Audit will score your pages with markup, break up pages by markup type, and let you know if there are any issues.
If Site Audit flags any of your pages for schema issues, we recommend using Schema.org’s validator tool. It will let you know if you’ve correctly implemented the markup.
You can also use Google’s Rich Results Test to find out which rich results a page can support based on its current structured data.
Pro tip: Follow our guide to schema markup to learn how to add schema to your site—step by step.
25 Great FAQ Page Examples
Now that we’ve covered the basics, let’s take a look at 25 solid FAQ page examples to see what makes them so effective.
Adidas has a short list of common questions right at the top of their FAQ page.
Underneath that list, it shows questions and answers organized by topic.
The clickable sidebar allows for a wide range of information on the main page without overloading users with information.
2. Amazon Web Services
The Amazon Web Services FAQ page uses a simple, easy-to-navigate design.
If you continue to scroll down, the page includes many links under different categories.
Once you click on a topic, you’ll find an accompanying article with additional questions and answers within that topic.
3. The IRS
Because the IRS is a government entity, it makes sense that they focus less on creative design for their FAQ page.
But they didn’t sacrifice UX. If users have something specific in mind, they can use the search bar right above the top FAQs.
And each question on the main page drops down so users can get answers without needing to navigate away from the page.
Target’s main domain has a help section to assist users with orders, returns, etc.
However, its corporate domain has more specific FAQ pages targeting different user segments (like “Press” and “Careers”).
The average Target shopper probably isn’t interested in these categories. So it makes sense to separate them.
Depending on whether you’re a driver or a passenger, your experience with Uber is going to be very different.
Uber tackles this by including FAQ pages for both riders and drivers. There are also separate pages to cover Uber Eats, Merchants, and more.
Here’s what the rider FAQ looks like:
The search function at the top of WhatsApp’s FAQ page allows users to find answers without scrolling:
Plus, each answer has its own unique URL. Which means individual answers can rank on Google.
Here are just a few high-volume keywords that WhatsApp’s FAQ hub ranks for:
By creating specific answer pages for each question, WhatsApp gets lots of additional search traffic from Google.
Here’s the organic traffic WhatsApp’s FAQ subdomain got in just one month:
7. Lily’s Kitchen
Lily’s Kitchen categorizes their questions on the left-hand side of the FAQ page.
And if a user can’t find answers, they can contact Lily’s Kitchen’s customer service team with the link below the title.
The Twitter Help Center is hefty but easy to use. You’ll find a navigation bar at the top of the page with links to basic information and additional resources.
If you scroll down, you’ll find categorized sections with common questions.
Kiehl’s FAQ page made the list because of its great UX.
Users can quickly get to any topic they need through the sidebar navigation.
It also has a search bar right up top in case users are looking for something specific. And a list of popular questions so users can get answers in one click.
Wikipedia’s main FAQ page houses many specific FAQ pages divided into two sections: General FAQs and Specific FAQs.
Under the FAQ links, there’s a section dedicated to related reading:
And if you scroll even further, you can also take a look at the “Basic Information” section to learn the ropes of Wikipedia.
What’s most unique about Spotify’s FAQ hub is that users can answer questions.
If you click a user’s profile, you can also see that Spotify gamifies the process.
Users can earn “top contributor” status for engaging with content—including answering FAQs.
Others can view how many badges contributors have, how many questions they’ve answered, etc.
Ruggable’s FAQ page highlights popular questions at the top of the page.
Users can click on those questions to see a snippet of the answer (and a video). Or navigate to the answer page.
Fabletics sells activewear on a subscription basis. The main help section has a search function, as well as specific categories.
If you click on any of the sections on the main page, you’ll be directed to a more streamlined page that has links to specific articles answering frequently asked questions.
Each link leads you to a dedicated article:
This is a good option for a larger ecommerce website that may need to answer a wider range of questions.
And again, having a separate page for each question and answer helps the website rank on Google for related keywords.
14. Planet Fitness
Planet Fitness is a gym chain known for its beginner-friendly simplicity. Its FAQ page follows suit:
Its initial FAQ page has a list of common questions with drop-down-style answers.
If you scroll further down, you’ll see a section labeled “More Topics,” That directs you to additional FAQs depending on what information you need.
It also includes an option to contact your Planet Fitness club directly.
Apple takes a unique approach and categorizes its main support page by products.
This works well for businesses that sell multiple types of products or services, each with its own unique set of instructions and features. Which will lead to different questions.
Underneath that, it highlights some common user issues and includes a search bar.
16. West Elm
Furniture store West Elm’s FAQ page is housed on their main Customer Service page.
Under the “Help Topics” drop-down, you can choose the general FAQ page or choose from more specific topics like “Assembly Instructions” or “Registry.”
Here’s what the general FAQ page looks like:
This famous coffee chain’s FAQ page keeps things simple.
Users can toggle between a few different categories on the top navigation bar. Or navigate directly to their most popular questions:
And once users find what they need, they can click a drop-down to view easy-to-skim related questions:
Wayfair’s FAQ page includes so-called “Self Service Actions.”
Which means users can start the process of returning an item, replacing an item, etc., without talking to a customer service agent.
Users can scroll down to find links to individual help articles.
Clicking on one of those will direct you to an article that includes a sidebar of related articles.
Netflix’s FAQ page includes a search bar, a list of popular topics, and quick links.
It also has buttons that direct the user to sign in or join for personalized help.
If you click on a specific question (e.g., “Plans and Pricing”), you’ll be directed to a separate article:
At the top of each article, you can also toggle to your country to make sure you’re getting accurate information.
This frozen yogurt brand’s FAQ page starts with a number of clickable category links:
If you click on one or scroll further, you’ll find a drop-down menu of more specific questions:
Slack’s FAQ page has a lot of the same useful elements as the above examples:
It also includes featured articles and tips for using the product at the bottom of the page.
If your site has lots of questions and answers, this is a helpful way to highlight popular ones.
Harry’s FAQ section begins by providing contact information and a search bar.
Below that, you’ll find categories that display specific questions.
Once you click on a question, you’ll be directed to a new page with a brief answer.
Makeup brand NYX categorizes their questions on the left and includes drop-downs to answer specific questions on the right.
They also include a clearly visible “Chat Now” button for customers who want to get in touch with support directly.
If you click on a specific question, you’ll get your answer in a drop-down directly on the page.
24. Whole Foods
Whole Foods also includes specific topics on the left and drop-downs to the answers on the right.
Plus an accessible chat feature at the bottom of the screen.
If you click on a question, you’ll see a brief answer with any relevant links you may need to follow.
Dropbox answers questions about their business accounts on a single page with drop-downs for each question.
However, the page clearly connects users to Dropbox’s wider knowledge base for more specific questions.
Here, you can find links to longer articles with step-by-step solutions.
Start Your FAQ Page Research with Semrush
The most useful FAQ page will be an asset to both your users and your SEO strategy.
You can answer common questions, fill in the gaps for any missing keyword opportunities, and create a strong internal linking structure across your site.
Don’t have an FAQ page yet?
Do some keyword research to find out what your customers want to know. Then, take inspiration from some of the examples above to create a well-optimized, user-friendly FAQ page.