How to create a FAQ? Good practices and pitfalls to avoid

Hello everyone, we are here today for an article that is as complete as possible on the topic of the FAQ, what are the best practices to know before creating a FAQ on his site, tips for it to be as effective as possible but also the pitfalls to avoid so that it works.

Follow me, I will guide you on the road to the best possible FAQ !

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Before venturing into the how, let’s first see why!

Indeed, creating a FAQ is very relevant whatever the product or service you sell because it will allow you to answer your customer’s questions and thus make them understand your product better. A better understanding of your product means a higher probability of sale! And it will alsoincrease customer satisfaction, better manage them and finallyimprove the customer experience.

These three points are the origin of the creation of the FAQ, did you know that it is one of the oldest tools on the Internet?

But that’s not all, creating a Faq is a good initiative because more and more customers appreciate finding answers on their own, indeed it is part of a new customer service trend, as we mentioned in our article on selfcare

So what is the purpose of your FAQ knowledge base?

β†’ In a first point you can use your FAQ to optimize your support.

Indeed, thanks to your Faq, you can register the questions that are recurrently asked to your customer service, so your customer service will only answer the most complex questions, while reducing their workload. Thus, you can divide by 6 your volume of tickets and the associated load.

β†’ In a second point you can use your FAQ for lead generation

You can for example use your FAQ to improve your SEO, or even to appear in first position or even in “position 0” (Google gives an answer from your FAQ directly at the top of its Google search engine)

You can also take advantage of your prospect’s research to ask for their contact information, and this will provide a means of contact for a potential target.

As indicated later (in the response section) you can also use the responses to propose appointments, for example for calls, which again allows the company to obtain the contact information of potential leads.

And finally, the service is available 24/7, so the user will get answers faster without having to wait for business hours, which can encourage the purchase of your product or service.

You don’t have to choose between a support optimization or lead generation objective, you can combine the two. Having your objectives in mind will allow you to make a FAQ that will better correspond to your target.

Read on to learn how to create a FAQ!

What are the reasons why your FAQ is not working?

First of all, people are used to FAQs that don’t answer their questions, so they are used to calling customer service directly. To counteract this, it is enough to offer a place where customers can ask their new questions.

Then, sometimes, the FAQ are not highlighted enough, it is perhaps only accessible in your footer and under a not clear enough wording! So think about putting it more prominently because a customer with all the answers is more likely tobuy your product!

And finally, the worst is when the customer has found the FAQ and the question he has is there but he can’t find it. Two things can cause this:

β†’ Either you didn’t put anything to make the search easier: no search bar or theme (which shouldn’t be the case if you followed my advice πŸ˜‰

β†’ Either your search bar is not qualified, for example it is an opentext or opentext with elastic search and therefore it does not give the right answers related to your site.

You want to solve these problems, stay with me until the end, I will propose a solution!

How to create an online FAQ?

crΓ©er une FAQ

1. the questions

Let’s start with the questions, maybe you feel like you are facing an astronomical pile of work but no! We just need to take it one step at a time.

1.1. First of all, you have to choose the right questions, how?

First you can ask your support teams to collect all the questions they receive and combine them for those that have a similar answer.

You can add questions that you have thought of. Be careful with the questions you suggest as they may not always fit the client’s needs. That’s why it’s not the one you should put forward, because as long as a customer hasn’t asked you this question, it’s less legitimate than the ones already asked.

If you have a search bar on your website, analyze the entries to see if you can deduce any questions or queries that are not being answered.

1.2. Rephrase questions

Once you have gathered the questions from your customers that you have thought of, you will have to rephrase them! Because sometimes the vocabulary is too complex, or the question actually contains two questions, or it is too long.

FAQ example:

“Will I have to wait a long time to receive my package and when can I get the return slip?


1. how long does the delivery take

2. “When and how to return the item?”

For the 2. question I took the initiative to widen the spectrum of the questioning because you will realize that some questions can be associated.

It’s an important point in FAQs to associate the content that is linked, but you need to go even further and create themes!

1.3. Sort questions by topic

Themes allow a better organization of your FAQ page and allow the user or customer a better navigation on your page and thus a better satisfaction because he will find the answers to his questions easily. We will come back to the layout in point 4.

1.4. In what order should I put my questions?

At first you will put the most requested questions forward and then you will adapt according to the questions consulted.

To conclude this part, I advise you to dedicate a part at the bottom of your FAQ to collect questions that your customers would ask but would not be present on the page, I tell you at the end of this article about a software that includes this option.

2. The answers

Now that you have formulated all the questions we can look at the answers.

2.1. How do I write my answers?

There are several things to keep in mind when writing answers. The answer needs to be clear, and all the details need to be addressed. The goal is to ensure that the customer leaves with an answer and not more questions.

Be careful not to drown the customer, if the answer is too long you can then choose to make an article in your blog dedicated to this problem and there see the problem in its entirety. You will be able to put the link in the answer and this will make you more traffic on your site.

But as an alternative to complex answers you can replace the text with images, videos or combine both to facilitate understanding!

2.2. Other points to keep in mind when writing is the purpose of your FAQ.

The main goal is generally to reassure the customer, his fears, doubts and uncertainties, for this use vocabulary related: do not worry, reassure yourself everything has been planned, if you still can not note support team is at your disposal etc …

You can also adopt a positive vocabulary, how? let’s look at an example together:

“Not happy with our service? No problem, you can cancel your subscription during the first month of the trial period.

But replace with :

“You can cancel your subscription up to 1 month after your subscription”.

It’s lighter and puts less emphasis on the problem.

2.3. What tone to adopt?

As for the tone, you don’t have to adopt a solemn tone, certainly you are in the position of an expert but you can create proximity with the Internet users who read your FAQ, for example by signing the answers and assigning personas to each of your experts (experts = those who answer the questions in the FAQ). This sympathy will allow you to strengthen your links with your customers.

2.4. What formatting should be adopted?

For the formatting, it is preferable to use an “editorial charter”, for example to indicate how the answers should be structured (with H1, H2, H3 headers) in order to facilitate the reading of course but also to improve your SEO. Thus you can indicate the color codes to adopt, the rules of appearance of hyperlinks, the way you want to make buttons appear (call to action) etc.

2.5. What about the lead generation?

If your goal is lead generation, you can use CTA buttons in your responses to direct people to your products. CTA buttons stand for: Call To Action, it is a hyperlink that pushes the user to action. But be careful, you have to use it in moderation, because as soon as you abuse it, the Internet user will not trust your answers anymore!

3. Improve SEO

In addition to all the tips I’ve given you for formulating your answers and questions you can optimize your SEO.

SEO stands for search engine optimization, it’s all the techniques you can put in place to improve your ranking on Google or other search engines. One of the most common methods is the use of keywords.

Forexample, for this article I chose specific keywords such as “create a FAQ”, “example FAQ” and they suggested to Google to put me in front so that you choose our article.

And so through your FAQ you can be better listed, for this you must include keywords searched and related to the question.

To get ideas I suggest the keyword planner available in google ads, once your keyword is found, you can include it in your answer and repeat it.

Use headers (H1, H2, H3, etc.) to make your text more easily readable and referenced by search engines, cite sources and provide links to several places on your site or other sources.

4. What form should my FAQ take?

There is no one format that is perfect, it depends on you, what your business offers but a basic rule of thumb is simplicity and that a user instantly understands how it works, but let’s look at some sample FAQs together to guide you:

Apple FAQ

Apple FAQ

Netflix FAQ

Netflix FAQ

Based on the previous examples, it should be as readable as possible. And for that you can combine the two and display the themes as well as a search bar.

To be more precise, you can put a search bar at the top and under it put the different themes, it will then guide the user:

odalys FAQ generated by TeamBrain

Odalys FAQ generated by TeamBrain

5. Make my FAQ accessible

Now that you’ve done most of the work, you need to make sure that people come to your FAQ, to attract traffic.

So how do you make it easy for users to find your FAQ?

First of all you can make it permanently accessible by placing it in your header (like on the apple FAQ).

Or else, some FAQ software can make it accessible from anywhere in the form of a chatbot.


And lastly if you want it to be more discreet you can put links directly where necessary,

For example on the order page of your product you can put a link to the question:

“Can I get free shipping and free returns?”

This will reassure your user andimprove the customer journey.

lien vers la FAQ de asos du panier

How to choose between classic FAQ and dynamic FAQ

Now that it is clear how to create an FAQ, did you know that there are several types of FAQ?

There are 3 main types of FAQ that can be opposed, the classic FAQ, the dynamic FAQ and the dynamic self-learning FAQ, but which one to choose?

β†’ The first version is the most basic type; you manually enter the questions and the content remains static, I recommend it if you have very few questions and doubt that the answers will change regularly.

β†’ Dynamic FAQ is more advanced, and simply allows you to add new questions and answers to your page. This is much better than the static FAQ but the problem is that often you can’t find the questions in the page because the keyword search engine doesn’t work well!

β†’ Dynamic self-learning FAQ is much more advanced, some would say smart ;), we will go deeper into its specifics in the next part!

But if you want to find out more about how these FAQs work and even discover the sub-categories of FAQs we have this article especially for you: the different types of FAQs.

β—‹ What is a dynamic SELF-APPROVING FAQ?

A dynamic self-learning FAQ is the most innovative version of the FAQ, it allows to record the answers to questions and to index them but also to learn from the interactions with the users (learn their way of speaking). This way, when a user wants to ask a question, the answer will be given immediately even if it is formulated differently.

We recommend this type of faq because it is much easier to update than a classic faq and because it allows you to have a large number of questions listed without overwhelming the client with proposals.

Why TeamBrain to create an online FAQ?

Now that you know what content to put in your FAQ, how to position it on your site and how to make it look. How to create a FAQ? I suggest that we take a look at the TeamBrain Tool that allows you to create a dynamic and intelligent online FAQ.

TeamBrain is a company that offers one of the most advanced dynamic FAQ software on the market. The goal is to ensure that no question is left unanswered, which is a good bet given that the companies that use it achieve an average automation rate ofbetween 95% and 98%.

How does it work?

The process is simple: you define themes, you assign a referent who will be in charge of answering new questions from Internet users. This FAQ does not need to be updated as it does so automatically.

As for the writing of questions and answers, you can use the advice given above, but in addition, users will have the possibility to ask questions that are not yet in the database.

As explained above, after the user has asked his new question in the TeamBrain engine, the answer will be sent back to the user by e-mail when the referent has answered the question. And the question will be automatically entered in the Faq.

The engine automatically associates alternative questions with an answer. So your knowledge base is optimized because you only have to manage the smallest possible knowledge base.

Arrange questions by theme

Earlier I mentioned the importance of sorting questions by theme, at TeamBrain this is a given, so you can sort your questions directly into themes.

When the user asks a new question it will assign it to a topic, one less thing for you to worry about!

In what form is TeamBrain available?

TeamBrain is available in three forms: dynamic FAQ page, search bar and tooltip. TeamBrain can also be integrated into your applications: Teams, WordPress, standalone software or saas applications, etc.

These are all the forms mentioned in this article. You can use the tooltip form (similar to the SNCF chatbot) to make the FAQ accessible from your entire site. The FAQ form is automatically updated and you can implement the search bar on it as advised in part 4.

Moreover, TeamBrain is one of the most affordable FAQ’s on the market, simply because our tool is a true SaaS software that is based on automation, which makes it easy to set up.

For the more curious who wonder what the TeamBrain FAQ looks like, I’ve slipped one in during the article, here.

Closing remarks

I hope this article was able to guide you and help you create your own FAQ! You can make an appointment with our team via the button at the top right “make an appointment” to learn more about our product.

If you already have a Selfcare solution and you want to challenge it, please ask us… (as examples : e-bot7, Stonly, MayDay, Inbenta, Smart-Tribune, MindSay, Dydu, Synapse, Witivio, BotNation, BotStar, Clustaar, Crisp, Easyware, FreshDesk, Intercom, Landbot, Lepetitmartin, Levia, Posos, Studizz, Tolk, Vizier, Yesouibot, Zendesk …)

Feel free to check out the other articles available on the blog.

Have a good week πŸ™‚

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