Is your FAQ page helping or hurting your users?
It’s a fair question—and one that often gets overlooked. While flashy homepage designs and product galleries steal the spotlight, FAQ (Frequently Asked Questions) pages quietly carry a lot of weight. They answer the unspoken concerns, smooth over doubts, and help customers decide whether they trust your business enough to take the next step.
But when it comes to the number of questions to include, businesses often go too far in either direction. Too few, and your page looks unprepared. Too many, and it risks becoming an information dump.
So how many questions should a good FAQ actually have?
Let’s take a proper look.
The Purpose of a FAQ Page: More Than Just a Convenience
A well-built FAQ page does far more than answer common queries. It helps people feel informed and reassured—right when they’re on the fence. Nearly half of all online shoppers say they’ve felt frustrated due to a lack of clear information before purchasing. That frustration isn’t just a nuisance—it’s a lost sale.
A carefully structured FAQ page:
- Reduces customer support tickets
- Removes friction in the buying journey
- Clarifies policies and processes
- Improves SEO visibility
- Acts as a proactive form of customer service
In fact, it can be a key factor in converting a hesitant visitor into a paying customer—particularly for ecommerce sites running on platforms like Magento, Shopify, or P21 Commerce.
So, How Many Questions Should You Include?
There’s no magic number—but there is a golden rule: More than four, fewer than a flood.
- Fewer than five questions? You might be giving the impression that you haven’t done your research. It can also suggest that your customers aren’t engaging enough with your site—or that your product or service is so niche that a FAQ isn’t necessary.
- Dozens of questions? That can be overwhelming. A long, unorganised list can make it harder for users to find what they’re looking for. If you genuinely have a lot of useful information, consider categorising questions and splitting them across different pages based on topic or audience.
For example, Amazon separates questions for buyers, sellers, and job seekers. If your business has different user groups, this is a smart way to keep things manageable and user-friendly.
Building a Better FAQ: What to Include
Your FAQ should reflect real customer concerns, not guesses. Start by:
- Reviewing support tickets and contact forms
- Analysing on-site search queries
- Monitoring live chat transcripts
- Looking at social media feedback
This research helps identify the pain points and repetitive questions your users are asking.
If you’re running an ecommerce platform, your FAQ should likely include questions on:
- Shipping and delivery times
- Refund and return policies
- Payment options
- Subscription terms
- Account creation and password resets
- Product usage and troubleshooting
Make sure each entry is genuinely useful. If you’re padding your list with fluff, your users will notice—and they won’t appreciate it.
Writing FAQs That Actually Help
✅ Keep answers short and honest
Don’t ramble. Get straight to the point. If more detail is needed, link to a longer support article.
✅ Use real questions
Structure your entries around how users actually speak. That means:
- “How do I change my password?”
- Not “Password Reset Functionality Guidelines”
✅ Avoid jargon and marketing speak
This isn’t the time to sound clever. It’s the time to be helpful.
✅ Be direct
If the answer is yes or no, start there. Don’t bury it three paragraphs deep.
Structure and Style: Making It Easy to Use
Not all FAQ pages are created equal. The structure should fit the size and complexity of your content. Some useful formats include:
- Traditional List: Ideal for small businesses with under 10 questions.
- Categorised Tabs: Good for mid-sized organisations covering different areas.
- Accordion Dropdowns: Saves space and helps with readability.
- Search-Enabled FAQ: A must for large knowledge bases.
- Interactive or Chatbot FAQs: Great for tech-savvy audiences.
- Video-Based FAQs: Useful for product tutorials or visual learners.
Design and Navigation Tips
Make it easy for users to find and use your FAQ:
- Include anchor links or a clickable table of contents
- Add a visible search bar
- Ensure mobile responsiveness
- Use icons or infographics for clarity
- Link to related support articles
- Make sure your toggles work smoothly on all devices
Most importantly, don’t bury the page. Make sure it’s linked from your:
- Main menu
- Website footer
- Checkout process
- Contact page
- Order confirmation emails
Always Offer a Next Step
Your FAQ shouldn’t feel like a dead end. If a user doesn’t find the answer they’re looking for, they should know where to go next.
Provide clear routes to:
- Live chat
- Support tickets
- Email contact forms
- Phone support (if applicable)
It’s also wise to include calls-to-action for questions related to purchases. For instance:
Q: How do I place an order?
A: Add your items to your basket and proceed to checkout.
[Start Shopping →]
Keep It Fresh
A static FAQ page can become a liability. Set up a review schedule to ensure your content stays relevant:
- Add answers for newly emerging questions
- Remove outdated information
- Reflect policy changes and product updates
- Use analytics to track which questions are getting the most traffic—and which ones are underperforming
You can also add a simple feedback prompt at the bottom of each answer:
“Was this helpful? Yes / No”
This gives your team real-time insight into what’s working and what needs improvement.
SEO Gains from Well-Structured FAQs
A tidy, relevant FAQ page doesn’t just help users—it helps search engines too. Here’s why it matters:
- Long-tail keywords: You’re naturally answering specific, high-intent queries
- Featured snippets: Google often pulls FAQ answers for top-of-page results
- FAQ schema: Helps Google interpret your content for better indexing
- Internal links: Keeps users on your site longer by guiding them to related content
To maximise these benefits, make sure you:
- Use concise headings
- Keep answers around 40–60 words
- Add links to other useful pages
Implement structured data with FAQ schema
Real-World Examples That Work
- Etsy: Has separate FAQs for buyers and sellers.
- Mailchimp: Combines help content with actionable CTAs.
- Adobe: Integrates chat and sidebar navigation for deeper support.
- Teladoc: Uses clear tone and accessible categories.
- Network Ninja: Offers filtering and real-time content updates through Document360.
Tools That Make FAQs Easier to Manage
Managing your FAQ doesn’t have to be difficult. Platforms that can help include:
- Document360: Smart content management with analytics and multilingual support
- Zendesk: Good for embedding help into different languages
- HelpCrunch: Combines FAQs, live chat, and user behaviour tracking
- Shopify/Magento Plugins: Many themes come with built-in FAQ templates
Choose a tool that offers insights into what users are actually searching for—and where they’re getting stuck.
When It’s Time to Expand
Once your FAQ outgrows its format, look into developing a help centre. This might include:
- Knowledge base articles
- Product manuals
- How-to videos
- Community forums
- Step-by-step guides
The FAQ can serve as the first point of contact—directing people to deeper resources when needed.
Final Thoughts
An FAQ page may never be the most glamorous part of your website—but it’s one of the most valuable. Done right, it shortens the customer journey, reduces support requests, and improves user trust.
The right number of questions? Enough to answer the concerns your customers actually have—without overwhelming them. Start with at least five, organise them well, and build from there.
When in doubt, build around clarity, simplicity, and real-world data. And remember: the best FAQ pages evolve alongside your users.
📞 Need expert help shaping your FAQ page strategy?
Visit i-Q&A for tools and insight into building customer-first content that supports real business growth.
