Make your ‘FAQ page’ work in 2018

Make your ‘FAQ page’ work in 2018:
3 minute read.

The questions no one frequently asks about FAQ pages but should:

  1. Where should my FAQs actually go?
  2. How can I make ‘FAQs’ work ridiculously well in my favour?

Here’s the thing:

FAQs are brilliant, bloody brilliant.

The way most of us use them however, is not brilliant. We haven’t changed to suit 2018 because either we humans don’t like change or we haven’t updated our website since 2011 and that dang FAQ page still lives on.

But here’s the fat lady singing, enough is enough.


Nobody is going to stick around for long if everything they read seems like it was written for someone else. Even more important? Don’t introduce FAQs from existing customers to prospective customers. It can make your product/service seem more complicated than it is, which introduces new doubts.

Alas, here’s your instruction:

Split your frequently asked questions into 2 sections.

  1. Questions prospective customers ask.
  2. Questions existing customers ask.

Now, keep them away from each other. Forever.

Questions asked by prospective customers:

  • Put a FAQ section on the home page.
  • Fill this section with high level questions that someone new to your business might ask (What is the price range? For example).
  • Either repeat this section again on your product page OR create another section with more detailed FAQs your prospective customers might ask now they’re at product level (Does it integrate with Gmail? For example).

Questions asked by existing customers:

FAQs for existing customers will only really apply to businesses that require a lot of training or effort from the customer.

  • Do not include answers to these on your home page unless it’s an important question asked by new customers as well.
  • Instead some examples include: placing them on a ‘support’ page so that new customers know that page isn’t for them, and existing customers do, or using onboarding emails and virtual training manuals. These are so easy to set up. If you need hand, just let us know.


  • Change where they live on your website (if you have skipped down here straight away, scroll up buddy)
  • Include answers to frequent objections as well. What do people say to explain why they don’t purchase from you? Examples include: “I don’t have time to use it” “I don’t need it”
  • Frame all answers like positive little sunflowers. A boring, basic example is this: “Do you have contracts?”, say “Why, yes we do. And it is because it not only protects us, but you as well. It helps us to know we’re on the same page, before any work begins and money changes hands”.
  • Make the headline the answer so that the first thing the person reads is the actual answer. This provides an answer more quickly and makes for more creative reading. For example, instead of “Do you have contracts?” the headline can be “Yup, we have contracts. It helps to protect us and you”. Then pop the actual question below: i.e This is what we say when people ask “Do you have contracts?”


  • Separate new customer FAQs from existing customer FAQs so they are read by the right people at the right stage of the buyer journey.
  • Frame answers to each FAQ positively and in a way that builds trust.
  • Make the headline the answer, not the question, so people can get the answer at a glance, which of course, is how people read your website anyway.


Written by Steph Kingsford,

Founder of The Good Marketing Company.

You’re great at what you do – and so are we. Together we will create an experience your customer will thank you for.

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