How to write a frequently asked questions page

A useful FAQ page for a small business is built from the questions your customers actually ask, collected from calls, emails and the counter, and answered in a few plain sentences each. It is not a place for questions nobody asks, written so you can repeat a sales point. Done right, it saves you time on the phone and helps customers who would never call to ask.

Collect the real questions first

The most common mistake is writing the FAQ from imagination. Start with evidence instead. For two weeks, keep a running list:

Every question asked on the phone. Keep a notepad next to it, or a note on your phone. Write the question the way the customer said it.
Questions in emails and texts. Search your sent mail for replies you have written more than once.
Questions at the counter or on the job. Ask your staff to jot them down too.
Questions after the sale. "How long until the paint is dry enough?" "When will I get my photos?" These are some of the best ones to answer.
Questions in your reviews. Customers sometimes mention what they were unsure about beforehand.

After two weeks, you will see the same few questions again and again. Those are your FAQ.

Choose what belongs on the page

Not every question belongs there. Keep:

Questions asked often, by many different people.
Questions whose answer might stop someone from calling, such as "Do you work weekends?" or "Do you take insurance?"
Questions people hesitate to ask, like payment plans, cancellation, what happens if they are not happy.

Leave off:

Questions only one person ever asked.
Questions already answered clearly at the top of your home page or service pages. Link to those pages instead.
"Questions" that are really boasts: "Why are we the best choice?" Nobody asks that.

Ten to twenty-five questions is a good range for most businesses. Fewer than five rarely justifies a separate page; put them on the relevant service page instead.

Write short, direct answers

Each answer should start with the answer itself, then add detail.

Start with yes, no, or the fact. "Yes, we work Saturdays from 8 to 2." Not "At Smith Landscaping, we understand that your schedule is busy..."
Keep most answers to one to three sentences. If an answer needs more, it probably deserves its own page; link to it.
Be specific. "Usually within three business days" beats "promptly".
Be honest about the no. "We don't do commercial jobs, but we're happy to recommend someone who does" is helpful and kind.
Avoid hedging everything. It is fine to say "it depends", as long as you then say on what.

Example pairs, to show the tone:

Do I need to be home during the cleaning? No. Many customers leave a key or a door code. We text when we arrive and when we leave.
How far ahead should I order a birthday cake? At least one week for most cakes, two to three weeks for tiered or sculpted ones.
Do you charge for estimates? Estimates within our service area are free. Outside it, there is a trip fee we will tell you about before the visit.

Group the questions

Once you have more than about ten, group them under a few headings so people can jump to their topic. Common groups:

Booking and scheduling: how to book, how far ahead, cancellations.
Prices and payment: estimates, deposits, payment methods, financing.
The service itself: what is included, how long it takes, preparation.
After the job: warranties, aftercare, what to do if something is wrong.
About us: area served, licensing, insurance.

Put the most asked group first. Within each group, put the most common question first.

Layout that works on a phone

Use the question as a heading, with the answer right under it, so the whole page can be scanned by scrolling.
If you use fold-open questions that reveal the answer on a tap, make it obvious they can be tapped, and keep the questions short enough to fit on one or two lines.
Do not hide all answers if there are only a few questions; just show them.
Add a short list of the group headings at the top that link down to each section, for longer pages.

Link it into the rest of the site

Put the FAQ in your main menu or footer, depending on how much customers use it.
Link to specific answers from service pages where the question comes up.
End the FAQ with a line inviting the question you did not answer: "Didn't find your question? Call us at 555-0161 or send a message."

Search engines can read a well-written FAQ page like any other, and clear question-and-answer text helps them understand what your business does. There is a technical way to mark up FAQ text for search engines; you do not need it for the page to work. See structured data for local businesses if you are curious.

Keep it current

FAQ pages go stale quietly. A wrong answer about hours, prices or payment methods misleads people who trusted it.

Check the FAQ whenever you change prices, hours, policies or services.
Add a question when you notice yourself answering the same new one several times.
Remove answers that no longer apply.
Set a reminder to read the whole page every few months. Our guide on keeping your website current suggests a simple routine.

Where FAQs fit with other pages

An FAQ page is not a replacement for good service pages or a clear contact page. It catches the questions that cut across services, like payment, scheduling and area. Questions specific to one service usually work better on that service's page; see how to write service pages that answer customer questions.

What to do this week

Start a list of every question customers ask, and keep it going for two weeks.
Ask your staff to add theirs.
Pick the ten asked most and write a short, direct answer to each.
Group them under three to five headings.
End the page with your phone number and an invitation to ask.

If your current site has no FAQ, or an old one with answers that have drifted, you can see your site rebuilt first and add your own questions in the panel.