How to create the best FAQ pages for your customers

When your support team is underwater with a high volume of tickets, one step to fix that is a well-designed FAQ page. The best FAQ pages free up time for your team members to tackle trickier issues: They answer customers’ most common questions and show them you’re anticipating their needs.

In this article, we’ll explain what an FAQ page is and how it impacts customer support and company efficiency. We’ll also walk through what goes into a high-performing page with step-by-step instructions to create a page that works for you.

What an FAQ page is and why it matters

An FAQ page is a collection of common questions and answers about your product, service, or processes. It can exist on its own or as part of an online help center or knowledge base.

FAQ pages reduce repetitive tickets so team members can tackle more complicated issues while keeping answers consistent for everyone. But a well-crafted FAQ page does much more than that. Effective FAQ pages establish clarity for customers and support teams, and they subtly communicate that your company is organized and proactive about support.

What a high-performing FAQ page should include

A good FAQ page guides readers to answers quickly, addresses learning-style preferences, and offers ways to escalate concerns. While each page should be tailored to your company and its customers, effective FAQ pages usually include the following elements:

• Clear, concise answers. Each response provides only what the user needs.
• Categories and navigation. Group questions logically by topic, product, or scenario so readers can jump to relevant information.
• Search functionality. Search tools help users find answers quickly. When customers have to dig for an answer, they’re more likely to abandon self-service and file a support ticket.
• Accessible design. An effective FAQ page supports everyone equally. Content needs to be accessible for those with screen readers or other assistive technology, and readable on mobile and desktop.
• Multiple formats. Provide answers in different formats — such as text, video, and graphics — to improve comprehension and engagement across learning styles.
• Contact or escalation options. Even the best FAQ page can’t cover every scenario. Offer multiple ways to reach your support team for unresolved issues.

Best FAQ page examples to inspire your own

The following examples of FAQs illustrate how different types of companies create distinct FAQ pages using best-practice principles.

SaaS and tech examples

The following brands lean into clean structures, smart search tools, and intuitive navigation to help their customers:

• Adobe Creative Cloud. Adobe’s FAQ page features a traditional Q&A layout with multiple search features, like a search bar, sidebar category menu, and virtual assistant. This makes it easier for readers to find what they’re looking for.
• Airtable. The Airtable Help Center offers segmented content, an integrated chatbot, and a search function to help customers quickly filter articles. Plus, detailed documentation and tutorials with images give context for users troubleshooting their own issues.
• Upwork. The Upwork Help Center offers a top-level filter that organizes content by user type: freelancers, agencies, and clients. Content within each section is organized by topic, and each topic page is further organized into sub-topics for an intuitive flow.
• WhatsApp. This well-designed FAQ page uses a unique two-panel format that balances user search preferences with visually engaging design. It includes a table of contents with drop-down menus on the left and a quick view of popular topics on the right.

Large enterprise examples

Some of the best FAQ page designs manage large information libraries and still provide strong user experiences:

• Amazon. Amazon uses customer data and AI-powered support tools to give users a personalized and conversational FAQ experience. The system uses past purchase and browsing history to provide targeted insights faster than traditional FAQ pages.
• Microsoft. Microsoft simplifies complex information into digestible pieces of mixed media content in its FAQ. This blend of traditional text with graphics and community forum sections means more users are likely to understand and self-serve.
• Nike. Nike’s help section is a study in minimalism. It uses lots of whitespace and clear calls to action to guide users without visual clutter, so the page feels functional and professional.

Ecommerce and consumer brand examples

While ecommerce and consumer brands are mostly B2C, their FAQ pages still offer important takeaways for B2B companies. In particular, these companies’ designs include strong brand personality:

• Etsy. Etsy provides two clearly separated help topic menus for shoppers and sellers. The layout makes sure visitors find relevant support quickly.
• Liquid Death. This beverage brand pairs topic-focused organization with a simple accordion design. Users can scan it quickly to find answers, which are written in the brand’s humorous voice to create continuity. 
• Sephora. Sephora’s FAQ is organized by shopping stages like ordering, shipping, and returns, which makes it easy for customers to find relevant answers. The Chat with Us and Call Us boxes are accessible near the footer on every section and page for additional help.

How to create an effective FAQ page in 8 steps

Here’s how you can create an intuitive FAQ section that’s tailored to your customers.

1. Identify FAQs using data and customer insights

Analyze real customer behavior in your support tickets, chatbot logs, and search data to figure out what they’re asking most often. This way, the page will reflect actual user needs instead of assumptions.

2. Organize questions into logical categories

Arrange questions into categories that make it easy for customers to find the right answer. Use clear, predictable headings, like Getting Started, Account, or Shipping, to keep navigation familiar.

3. Keep answers short, helpful, and clear

Your answers should be concise, jargon-free, and directly address the question. Consider using a frequently asked questions template for consistency in your answers. To keep the main page clean and easy to scan, craft detailed resource pages (aka knowledge base articles) for complex topics and direct users to them from your main page.

4. Apply strong design principles

Focus on a clean, scannable layout when you design an FAQ page. Tools like accordion menus, headings, and bullets guide users through the content. Include a prominent search bar and clear navigation elements so visitors can find answers in seconds.

5. Incorporate SEO

Internal and external search tools like Google need to be able to discover your content to recommend it to users. Employ SEO strategies like structured data (FAQ schema), internal linking, and descriptive headings to help search engines out.

6. Include digital assistants or self-service tools

The best FAQ pages help customers troubleshoot issues in real time. Consider adding guided workflows, AI-powered answers, or embedded decision trees in your FAQ. Chat widgets and community platforms can handle other routine questions, so include links to things like a Discord server for customer support to improve engagement and response times. 

7. Maintain and update the FAQ page regularly

Strong help centers evolve with your product and customer needs. Review analytics, customer feedback, and even customer support trends to refresh old answers and expand sections as needed.

8. Measure page performance

Track metrics like page views, time on page, and bounce rates to understand how well users are actually finding and engaging with content. Use these insights to make updates.

Build smarter FAQ pages that actually reduce support load

Clear organization, user-centric designs, and ongoing refinement will turn your help center into a reliable self-service channel. Once you’re ready to elevate that experience even more, you can implement top knowledge base tools and the right customer support platform.

Pylon is the modern B2B support platform that offers true omnichannel support across Slack, Teams, email, chat, ticket forms, and more. Our AI Agents and Assistants automate busywork and reduce response times. Plus, with Account Intelligence that unifies scattered customer signals to calculate health scores and identify churn risk, we're built for customer success at scale.

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FAQ

How long should an FAQ be?

An FAQ page should be as long as needed to address common questions, but structured in categories so it remains easy to navigate. Depth is fine; poor organization is not.

Should FAQ pages be written in first or third person?

Either is acceptable, but company-facing pages typically use first person (“we”), while product or service FAQs often use neutral third person.

How often should I update my FAQ page?

Refresh it at least quarterly, or whenever product features, pricing, or common customer questions change.

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