How to Make Your Own FAQ Pages & 25 Examples to Get Started


An FAQ page answers frequently asked questions on your website. 

Ecommerce Marketing Automation

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:

block someone on whatsapp searches

And “how to contact Amazon customer service” gets 6,600 U.S. searches per month:

contact amazon monthly searches

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:

wells fargo bank faq

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.

wells fargo bank faq traffic

Plus, Wells Fargo has internal links pointing from their FAQs to other pages on their site. 

wells fargo bank specific faq

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: 

skip faq

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:

semrush knowledge base

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:

  1. Get information from your customer service team (if you have one) or support email
  2. 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.

keyword magic tool

Then, click the “Questions” filter near the top left-hand corner of your screen.

filter by questions

You’ll get a list of questions related to your brand.

list of keywords

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:

shopify faq

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:

nike quick assist

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:

barkbox related articles

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:

instagram help

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?

adobe faq section

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:

nike help

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:

rich results

Getting rich results is great for two reasons:

  1. They can improve your click-through rate
  2. 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:

faq influenza

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:

faq page

With an accompanying answer:

question schema

Here’s what that might look like in code:

schema backend

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.

Here’s how:

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.”

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.

markup overview

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.

1. Adidas

Adidas has a short list of common questions right at the top of their FAQ page.

adidas faq

Underneath that list, it shows questions and answers organized by topic. 

adidas support 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.

aws faqs

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.

aws specific faq

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.

IRS faq

And each question on the main page drops down so users can get answers without needing to navigate away from the page.

IRS answer dropdown

4. Target

Target’s main domain has a help section to assist users with orders, returns, etc.

target help center

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.

careers faqs

5. Uber

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:

uber faqs

6. WhatsApp

The search function at the top of WhatsApp’s FAQ page allows users to find answers without scrolling:

whatsapp faqs

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:

whatsapp top organic keywords

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:

whatsapp faq traffic

7. Lily’s Kitchen

Lily’s Kitchen categorizes their questions on the left-hand side of the FAQ page.

Lily’s Kitchen faq

And if a user can’t find answers, they can contact Lily’s Kitchen’s customer service team with the link below the title.

Lily’s Kitchen customer support

8. Twitter

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.

twitter help center

If you scroll down, you’ll find categorized sections with common questions.

twitter faq categories

9. Kiehl’s

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.

Kiehl’s faq

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.

10. Wikipedia

Wikipedia’s main FAQ page houses many specific FAQ pages divided into two sections: General FAQs and Specific FAQs. 

Wikipedia general faqs

Under the FAQ links, there’s a section dedicated to related reading:

Wikipedia similar pages

And if you scroll even further, you can also take a look at the “Basic Information” section to learn the ropes of Wikipedia.

Wikipedia basic info

11. Spotify

What’s most unique about Spotify’s FAQ hub is that users can answer questions.

spotify faq

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.

spotify badges

12. Ruggable

Ruggable’s FAQ page highlights popular questions at the top of the page.

Ruggable faq

Users can click on those questions to see a snippet of the answer (and a video). Or navigate to the answer page.

popular questions snippets

13. Fabletics

Fabletics sells activewear on a subscription basis. The main help section has a search function, as well as specific categories.

Fabletics faq

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.

Fabletics questions

Each link leads you to a dedicated article:

Fabletics specific question

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:

Planet Fitness faq

Its initial FAQ page has a list of common questions with drop-down-style answers.

Planet Fitness faq dropdown

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.

Planet Fitness more topics

15. Apple

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.

apple faq

Underneath that, it highlights some common user issues and includes a search bar.

apple search for topics

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.”

West Elm faq

Here’s what the general FAQ page looks like:

West Elm customer service

17. Dunkin’

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:

dunkin donuts faq

And once users find what they need, they can click a drop-down to view easy-to-skim related questions:

dunkin donuts specific question

18. Wayfair

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.

Wayfair faq

Users can scroll down to find links to individual help articles.

Wayfair help topics

Clicking on one of those will direct you to an article that includes a sidebar of related articles.

Wayfair return policy

19. Netflix

Netflix’s FAQ page includes a search bar, a list of popular topics, and quick links. 

Netflix quick links

It also has buttons that direct the user to sign in or join for personalized help.

Netflix sign in

If you click on a specific question (e.g., “Plans and Pricing”), you’ll be directed to a separate article:

Netflix question plans and pricing

At the top of each article, you can also toggle to your country to make sure you’re getting accurate information.

20. Yasso

This frozen yogurt brand’s FAQ page starts with a number of clickable category links:

yasso faq categories

If you click on one or scroll further, you’ll find a drop-down menu of more specific questions:

yasso brand faq

21. Slack

Slack’s FAQ page has a lot of the same useful elements as the above examples:

slack help center

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.

slack featured articles

22. Harry’s

Harry’s FAQ section begins by providing contact information and a search bar.

harrys faq

Below that, you’ll find categories that display specific questions. 

harrys faq categories

Once you click on a question, you’ll be directed to a new page with a brief answer.

harrys product answer

23. NYX

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.

nyx faq

If you click on a specific question, you’ll get your answer in a drop-down directly on the page.

nyx answer to common questions

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.

amazon whole foods market faq

If you click on a question, you’ll see a brief answer with any relevant links you may need to follow.

amazon whole foods question

25. Dropbox

Dropbox answers questions about their business accounts on a single page with drop-downs for each question.

dropbox faq

However, the page clearly connects users to Dropbox’s wider knowledge base for more specific questions.

dropbox help center

Here, you can find links to longer articles with step-by-step solutions.

dropbox linking accounts

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.





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