How to write an FAQ page from the questions customers really ask
Collect the questions people actually send you, keep the eight to fifteen that come up most or that most often stop someone buying, and answer each in two or three sentences that start with the answer. Put the ones about price, timing and what happens next first. An FAQ written from your inbox saves you replies; one written from imagination just adds a page.
Where the real questions are
The best FAQ questions are already written, by your customers. Spend half an hour gathering them before writing anything:
- Your sent email and messages from the last three months. Search for question marks.
- Phone calls: keep a sheet by the phone for a fortnight and note every question.
- Reviews, including other businesses' reviews in your trade. Complaints are unanswered questions.
- The moment before purchase: ask the last few customers what they almost didn't buy over.
- Staff: whoever answers the door or the phone knows the top five by heart.
Choose and order the questions
Sort the list by impact, not by topic first. A question that stops people booking matters more than one that's merely common. Put these near the top:
- Cost: "How much does it cost?" or "Do you charge for a quote?"
- Fit: "Do you work with…?", "Is it suitable for…?", "Do you cover my area?"
- Timing: "How soon can you start?", "How long does it take?"
- Process: "What happens after I get in touch?"
- Risk: refunds, cancellations, guarantees, what if something goes wrong.
- Practicalities: parking, access, what to bring, payment methods.
If you end up with more than about fifteen, group them under a few headings (Booking, Prices, On the day) so people can jump to their topic. Drop questions nobody asks, such as "Why choose us?". That's a sales pitch dressed as a question, and readers notice.
Write answers people will read
| Question | Weak answer | Better answer |
|---|---|---|
| Do you charge for quotes? | We pride ourselves on transparent pricing and always aim to give our customers the best value. | No. Quotes are free and we send them within two working days of the visit. |
| How long does a kitchen fit take? | Every project is unique, so timescales vary. | Most take five to eight working days once units arrive. We give you a schedule before we start. |
| Can I cancel? | Please refer to our terms and conditions. | Yes, up to 48 hours before at no charge. Later than that, see our cancellation policy. |
- Start with the answer: yes, no, a number, a time.
- Two or three sentences, then a link if there's more.
- Phrase questions the way customers say them, so people recognise their own question.
- Repeat the key fact even if it's elsewhere on the site; FAQs get read on their own.
FAQs and search
A clear FAQ can help visitors who arrive with a specific question, and the questions themselves often match what people type into search. Don't write an FAQ for special search listings, though. Google restricted FAQ rich results to authoritative government and health sites in 2023, and its documentation updates log records that the FAQ rich result stopped appearing in Google Search from 7 May 2026. Write for the reader.
An FAQ on an Anticode site
FAQ is one of the features you can ask for in an Anticode build, either as a section on the home page or as its own FAQ page at faq/. Give the questions and answers in your request, or paste them in afterwards, and edit the text in place in the visual editor. If you've connected a payment link, the site's FAQ says that people pay online, so check that line matches how you take payment. The other starter answers are examples for the kind of site, such as delivery times, returns or changing a booking from a confirmation email; Anticode doesn't email visitors to confirm bookings, so replace them with your own.
Keep the FAQ alive: when the same question arrives twice in a month, add it. The workflow for updating an FAQ from customer questions sets that up as a habit, and the FAQ section design guide covers layout choices such as accordions.
Mistakes to avoid
- Hiding important terms in the FAQ only. Prices and cancellation rules belong on the page where people decide, too.
- Answers that send people to call. If the answer is "it depends", say what it depends on.
- Out-of-date answers. An FAQ promising a service you've stopped is worse than none. Review it whenever prices or policies change.
Questions people ask
How many questions should an FAQ page have?
Often eight to fifteen. Enough to cover what people really ask; any more and you need headings to group them.
Should the FAQ be a separate page or a section?
A section near the bottom of the home or services page works for five or six questions. Move to a separate page when the list grows.
Does an FAQ page help SEO?
It can, by answering specific questions people search for. It no longer earns special FAQ listings in Google, so its value is in the answers.