How to Create an FAQ Page + 12 Examples (2026)

A frequently asked questions (FAQ) page gives customers a place to find answers on a website. It can organize common questions in one place, and help shoppers find information without contacting customer support.

A hardworking FAQ page is important for your brand. Research suggests that self-service is a top channel for customer support, and as many as 73% of people prefer digital channels over talking on the phone.

This guide covers FAQ best practices, FAQ page examples, and a guide to creating your own FAQ page.

What is an FAQ page?

A frequently asked questions (FAQ) page answers common customer questions. It serves as a place on your brand’s website where visitors can easily find product and policy details.

FAQ pages are self-service hubs where visitors find information without contacting support. In ecommerce, these pages address hesitation points and reduce purchasing anxiety.

Why create an FAQ page?

Here are two reasons to build an FAQ page that serves as a knowledge content hub for your website. 

Engage customers and build trust

Use an FAQ page to answer questions that need more context than a product page or service page provides. Clear answers help shoppers understand your products or services before they decide what to do next. 

FAQ content can help shoppers discover a business through search. In Salsify’s 2025 research, 65% of shoppers said they use search engines to research products or brands. Answers can also appear as featured snippets or AI Overviews on Google Search results pages that cite your website.

Reduce support load and give always-on answers

Verint’s 2025 State of Customer Experience report found that 52% of consumers consider resolving an issue without a human agent an important part of good customer experience (CX). An FAQ page lets customers find answers at their convenience instead of waiting to speak to a live agent.

Providing clear, easily accessible information on your brand’s site improves the quality of the customer experience. “The customer service issues have gone down significantly because the videos are so much clearer,” Becca Stern, cofounder of the vintage-inspired locker company Mustard Made, says on the Shopify Masters podcast. “We know exactly which parts people need a little bit of clarity on, and it’s been so beneficial for our business to really invest in that.”

An FAQ page also helps cover the hours when your team is offline. Zendesk’s 2026 CX Trends report found that 74% of consumers now expect customer service to be available 24/7, and 88% expect faster response times than they did a year ago. 

Focus on answers to repeat questions—like order status, shipping timelines, return policies, setup steps, or account changes. This helps customers get consistent guidance at any time.

12 FAQ page examples

1. Skinnydip London
2. United By Blue
3. Colorado Crafted
4. Shwood
5. YouTube
6. Magic Spoon
7. MVMT
8. Huel
9. Figs
10. Secretlab
11. Kith
12. Brooklinen

1. Skinnydip London

Women’s clothing and accessory brand Skinnydip London has a branded FAQ page on its website, categorized by payment, delivery, orders, refunds, product and stock, and account. Users can click through to more specific questions, and it’s easy for them to navigate and find extra help if needed.

2. United By Blue

Sustainable goods retailer United By Blue provides a one-page FAQ section. Answers are thorough and often include links, so users can take the next step to find what they need. If shoppers don’t see their question, they can chat with the brand during its listed business hours. 

3. Colorado Crafted

Curated gift box retailer Colorado Crafted maintains a simple FAQ page. Its list of questions is shorter than the standard page. The brand also adds a bit of fun: “Hey, where’s all the chocolate?” one question asks. It’s a legitimate query, but written in a conversational and playful tone that feels cohesive with their brand voice.

4. Shwood

Sunglass and accessory brand Shwood uses on-brand visuals and graphics for each category to elevate its FAQ page aesthetic. Answers include links that lead users to where they need to go, helping them navigate the site.

5. YouTube

YouTube uses a single FAQ hub to answer questions from viewers and creators. Nested menus help users navigate the vast knowledge library and narrow in on their issue. A community forum is also on hand to support users with unique questions not covered on the FAQ page.

6. Magic Spoon

Cereal brand Magic Spoon makes it possible for shoppers to find information about shipping, international orders, products, and subscriptions on their FAQ page. The design and typography matches the Magic Spoon brand to provide a consistent experience from shopping to customer service.

7. MVMT

Watch brand MVMT has an FAQ page with a separate landing page for top questions, including its store locator and return policy. Tabbed sections provide information on domestic and international shipping and how to contact them.

8. Huel

The FAQ page for plant-based nutrition brand Huel is broken down into sections for easy navigation. It’s divided into categories like “Popular questions” and “Product questions.” Questions use drop-down menus so shoppers can expand the queries they need. 

9. Figs

Scrubs brand Figs organizes customer questions into categories like “Returns & Exchanges,” “Shipping,” and “Where is My Order?” Customers can navigate to a specific area of concern, or type questions in a search bar to access their database. 

Figs also has a Contact Us link at the top of the page. This offers more help for customers who can’t find the answers they need on the FAQ page.

10. Secretlab

Gaming chair brand Secretlab highlights popular questions at the top of its FAQ page. They have product-specific sections for chairs and desks. Icons and dropdown menus organize the interface.

11. Kith

Cult clothing brand Kith’s FAQ page has scannable sections like “Kith online return policy” and “Shipping and tracking.” Shoppers can find answer snippets in the boxes, or click to find questions related to the topic.

12. Brooklinen

Bedding brand Brooklinen organizes its FAQ page into categories including shipping, its rewards program, and bedding products. They list common questions at the top of each section so they’re easy to locate. A “See more” link provides access to further information.

How to create an FAQ page

Now that you’ve seen some standout FAQ examples, here’s how to create your own FAQ page:

1. Identify the most common customer questions
2. Organize questions into logical categories
3. Write clear, persuasive answers
4. Design for usability and accessibility
5. Build your FAQ page on Shopify
6. Implement FAQ schema markup for rich results
7. Make your FAQ page visible
8. Optimize your FAQ page for SEO

1. Identify the most common customer questions

To decide what to include on your FAQ page, explore which questions customers ask most frequently. You can find inspiration in these sources:

1. Customer data. Analyze feedback and support tickets. Help desk software displays data on recurring questions.
2. Customer journey. Note which questions a first-time user typically has while discovering and using your product.
3. Competitor research. Review how other similar brands communicate with their customers to identify relevant questions.
4. Public forums. Search competitors’ FAQs, product reviews, and forums like Reddit or Quora if customer data isn’t available.

Anaita Sakar, cofounder of sustainable packaging brand Hero Packaging, says the brand’s FAQs focus on “any question that we have asked and any answers that we have received from our customers. We’ve taken that and put it into short-form content and blog posts, and we put it on our website as FAQs. We always listen to the questions that they have, and our answers are put on all our platforms.”

2. Organize questions into logical categories

Group related queries into logical categories to make your FAQ page scannable and easier to use. Start with a focused list of the highest-value questions.

Review common questions to decide on groups. You should place high-intent topics, such as shipping costs, delivery timing, returns, and pricing, near the top of the page. 

These topics are natural candidates for the top of the page because they’re shown to be top concerns for shoppers. Baymard’s 2026 cart abandonment data found that 39% of shoppers abandoned carts because extra costs like shipping, taxes, and fees were too high; 21% left because delivery was too slow; and 15% left because the returns policy wasn’t satisfactory.

Organize queries into these categories:

• Ordering and shipping. Questions about tracking an order or delivery times.
• Pricing. Information on product costs, fees, discounts, or payment options.
• Returns and exchanges. Explanations of return policies and how to send items back.
• Data security. Assurance that information stays private and secure.
• Account management. Help with passwords, logging in, and changing personal info.
• Product details and sizing. Answers about materials or finding the right size.

3. Write clear, persuasive answers

Your FAQ page should be engaging and easy to read. Write questions in the same language customers use, then answer from the brand’s perspective with a clear, direct response.

Determine the goal for each question:

• Address purchase concerns.
• Educate the audience on your business model.
• Troubleshoot common product problems.

Deliver answers that satisfy the shopper while supporting your business goals. You can supplement answers with images and videos if additional context is needed. Try to provide multiple solutions for in-depth questions. You can also consider adding personality that aligns with your brand voice, but don’t sacrifice clarity.

End answers with a call to action (CTA) that links to other pages to keep visitors on the site. Internal links also support search engine optimization (SEO) by helping search engines discover related pages and understand how content connects across the site. 

4. Design for usability and accessibility

Design choices affect the way people navigate and use web pages. A 2025 web design eye-tracking study found that reduced contrast and unclear links impaired user performance and increased search effort. 

Follow these design principles when building a successful FAQ page:

1. Add a search bar. Search bars help customers find answers in large question sets without scrolling.
2. Use an accordion format. Collapsible sections prevent long blocks of text. Readers click each question to expand the answer.
3. Prioritize legibility. High-contrast colors and clear font sizes help customers read content on desktop and mobile screens.
4. Design for accessibility. Keyboard navigation and screen-reader compatibility allow all customers to use the page.

5. Build your FAQ page on Shopify

If you’re a Shopify store owner, use one of the following Shopify apps to build your FAQ page:

Shopify Knowledge Base app

Shopify Knowledge Base is a free app that manages data for AI shopping agents.

The app controls the information AI agents use to answer buyer questions about a store. It’s a data source for AI tools that search product catalogs and store policies.

Store owners use this tool to manage AI interactions through several functions:

1. View Shopify-generated FAQs. Review answers created automatically from store settings.
2. Monitor buyer inquiries. Track the frequency of information requests from AI agents.
3. Create custom FAQs. Write specific answers for questions not covered by default settings.

Powr

Powr: FAQ page sets up your FAQ page with an accordion layout that users can click to expand or collapse. It supports customizable icons for questions, interactive hover effects, and colors of your choice.

FAQ pages built with this app are mobile-responsive and can include links, text, images, and video. Powr has interactive FAQ features like user-submitted answers and the ability to up-vote submitted questions.

Price: Free to $98.99 per month, depending upon number of FAQs and other features included.

SB: Helpdesk Ticketing & FAQs

The SB: Helpdesk, Live Chat & FAQs app offers customizable layouts to create an FAQ page that matches your business’s branded site. It’s a zero-coding app and is simple to set up.

Price: Free to install. Plans range from $5.99 to $49.99 per month plus a small fee after a certain number of tickets. 

6. Implement FAQ schema markup for rich results

To make your FAQ page stand out in Google searches, you can add a piece of code to your site known as FAQ schema. 

The code’s job is to tell search engines, “Hey, this content is a list of questions and answers.” FAQ schema uses the exact schema type “FAQPage,” which is often added to a page in JSON-LD format.

For example, a basic JSON-LD snippet might look like this:

<script type="application/ld+json">{"@context":"https://schema.org","@type":"FAQPage","mainEntity":[{"@type":"Question","name":"Question text","acceptedAnswer":{"@type":"Answer","text":"Answer text"}}]}</script>

Note: Google has stated that FAQ rich results will be shown only for well-known, authoritative government and health websites. For other websites, the rich result will no longer be shown regularly. However, sites may be considered for this treatment depending on eligibility. 

7. Make your FAQ page visible

Placement for an FAQ page depends on the products or services you’re selling. Consider these common FAQ placements:

1. Support center. Zendesk and Re:amaze integrate FAQs into support flows, so customers can check answers before contacting a chatbot or live agent.
2. Navigation. Include an FAQ link in your website navigation for easy accessibility.
3. Product pages. Integrate FAQs near descriptions and customer reviews for customizable items.

8. Optimize your FAQ page for SEO

Create dedicated pages for each answer to help them rank when an FAQ is a complete knowledge base. Link each question to a separate page to cover search terms.

Audiences searching for industry answers via Google find brands even when they don’t search for them directly. Visitors can enter brand websites through the FAQ page while seeking answers to general questions.

Optimize your FAQ page by editing title tags and meta descriptions once they generate search traffic. You can target common questions related to a keyword to appear in Google Search features like AI Overviews, Featured Snippets, and People Also Ask. A study of 563 keywords found a strong positive correlation between the number of People Also Ask questions a page fully answers and its ranking in the top five positions.

FAQ page design tips and template

Like About Us pages, there is no universal FAQ template. The FAQs a business features depend on what they sell. 

As seen in the examples above, each brand designs their FAQ page differently. But they share a few common characteristics:

• Search bar and categories for topics like shipping or returns
• Expandable answers to organize information
• Popular questions at the top and link to policy pages 
• Branded visuals and conversational wording

Here are some common FAQs to consider:

• What is the return policy?
• What are the shipping options?
• What are the international taxes, duties, etc., that I have to pay?
• When will I receive my order?
• What if I never received my order?
• What if I receive a defective order?
• How do I make changes to an order I’ve already placed?
• Where are you located?
• How is the product made? Where do the materials come from?
• How do I make sure I order the correct size?
• How do I contact your company if my question isn’t answered here?

After you have the basics down, dig deeper into your specific business. This is where insights from email and customer support tickets come into play.

How to measure FAQ page success

Your FAQ page is an assistant to your support team. Track user behavior and changes in customer service workload to determine if it’s helping customers and saving time.

Key performance indicators to track

Find these metrics in Google Analytics and Shopify Analytics reports:

• Page engagement and conversions. Track the number of visitors and the average time they spend on your FAQ page. Monitor conversions to see how many users visit the page before making a purchase.
• Bounce rate. Monitor for a lower bounce rate to ensure customers find answers. Look for shoppers who continue to browse other areas of the site after reading.
• Search visibility. Use Google Search Console to monitor how the FAQ page performs in search results. You can track impressions and clicks, and analyze search terms to identify new questions to add.

Calculating ROI from ticket deflection

Count how many support tickets or emails you receive each month for repetitive questions, like “What is your return policy?” or “How long does shipping take?”

Once your FAQ page is live, track the tickets received for those same questions. Calculate the cost per ticket. If it takes 10 minutes to handle one ticket and staff time is $20 an hour, it’s about $3.34 per ticket.

10 minutes per ticket (0.167 hours) x $20/hour wage = $3.34 per ticket

Subtract the new number of tickets from the starting number to see how many were avoided. Multiply that figure by the cost per ticket.

This example shows how the savings add up:

• Tickets before FAQ page: 150
• Tickets after FAQ page: 50
• Avoided tickets: 100

Total savings: $334 ($3.34 x 100 avoided tickets)

Maintaining and updating your FAQ page

Customer questions change as you launch products and grow your business. Find new questions in customer support tickets or by talking with your support team. Update your FAQ page regularly to keep the content fresh.

Help desk apps tag and track recurring issues to identify popular questions. AI tools in the Shopify App Store analyze support conversations to suggest new questions for your FAQ page.

Where to deploy FAQs beyond your FAQ page

FAQs can add value and improve the customer experience beyond a designated FAQ page. Share information when customers think of a question by placing FAQ content in these other locations.

On your product pages

Add FAQs to product pages to assist buying decisions. Include details like care instructions or sizing, and update answers regularly to ensure accuracy.

Bidet brand Tushy, for example, places an FAQ section on the product page for its Tushy Fresh bidet. Customers can learn about installation, compatibility, and features as they’re considering a purchase.

In the shopping cart and at checkout

Include FAQs on cart and checkout pages to address potential concerns before a purchase. These pages can host information about shipping, returns, and payments. A link to a 30-day return policy gives buyers information to finish an order.

In your chat support

Gartner research predicts AI will resolve 80% of common customer service issues by 2029. 

Use FAQ answers to speed up customer service by connecting them to a chatbot like Shopify Inbox. This tool uses your answers to respond to inquiries like “Where is my order?”

Gift basket business Byron Bay Gifts uses their chatbot to provide buttons for topics like delivery times and dietary requirements. They provide help without human support.