To FAQ or not to FAQ? That is the question. (Sorry, Shakespeare.)

I’ve worked on a few different products now, and almost every founder or client has asked for an FAQ page on their landing page or marketing website. But why? Seriously, why?

For some, it’s extra space to pitch their product: Why do you need this? Are you someone who fits our personas? What do we have to offer you? For others, it’s a crutch: they’re worried their product is too confusing to navigate without one. And for a handful, it’s simple peer pressure: The competition has one! My last product had one!

But let’s unpack those motivations.

• If you think your product needs FAQs because people don’t understand the value, you have a marketing problem.
• If you think people won’t understand or navigate your product, you have a UX problem.
• If you’re trying to keep up with the competition, maybe you should revisit whether your product has a unique product-market fit or value proposition.

Look, FAQs are comforting. They feel like a safe space for answers. But here’s the thing: a great user experience shouldn’t need an FAQ page. If your content and UX design are truly seamless, they should guide your users so clearly that they have no further questions. Let me say it louder for the folks in the back: no questions, no FAQs.

The Issue with FAQs

FAQs aren’t always the helpful clarity-magnets we imagine them to be. In fact, they’re often more confusing than clarifying:

1. They’re hard to scan. Lead-ins bury the key information. Questions start with “Where do I…” “How can I…” or “What is…” putting the important details (the actual question) at the end. This makes them inherently wordy, repetitive, and tiring to read.
2. They repeat what’s already on your site. Unless your FAQs answer genuinely unique questions, you risk ending up with entries like:
   • Where can I find upcoming events?
   • On the Events page.
   (Yes, that’s a real example.)
3. They’re a Band-Aid for bigger problems. If users have so many questions that you need an FAQ page, maybe the real issue is a lack of clarity elsewhere in your design or content.

For more on why FAQs can be problematic, check out Avoiding FAQs and GOV.UK’s take.

Alternatives to FAQs

If you’re tempted to create an FAQ page, consider these alternatives first. These strategies can help eliminate the need for an FAQ by making your site’s information more accessible and intuitive:

1. Write informative headers. Use clear, descriptive headers throughout your site to guide users and help them find the information they need. A well-crafted header acts as a signpost, reducing confusion and unnecessary clicks.
2. Improve site navigation. A streamlined navigation menu can prevent users from feeling lost. Organize content logically, use intuitive labels, and ensure important links are easy to find.
3. Enhance in-context content. Instead of relying on a separate FAQ page, place answers directly within relevant sections of your site. For example, if users frequently ask about shipping times, include that information prominently on your checkout page.
4. Leverage tooltips and microcopy. Small bits of text, like tooltips or inline help, can clarify complex areas of your site without overwhelming users.
5. Design better search functionality. If your site has a search bar, optimize it for natural language queries so users can quickly find answers without needing a separate FAQ.

By focusing on these strategies, you’ll not only create a better user experience but also address questions before they arise.

When to Use Them

Of course, there are exceptions. FAQs can make sense in certain scenarios:

1. Industry standards. In ecommerce, for example, most sellers have a return policy, but it varies from company to company. Having an FAQ about your policy is helpful and expected.
2. Complex products. When I worked on Kadet Wallet, a crypto wallet, an FAQ made sense. Blockchain tech is unfamiliar territory for many users, and a dedicated space to address complexities added real value.
3. Crisis communication. During a novel situation like a global pandemic, having an FAQ can help manage an influx of repetitive questions.

Best Practices for Writing FAQs

If you’ve decided that an FAQ page is necessary, here are some best practices to ensure it’s actually helpful and engaging:

1. Group questions by topic. Avoid presenting a long, unorganized list of questions like “How do I...” or “What is your...” Instead, categorize them under clear, informative headers. This improves readability and helps users quickly find the information they need.
2. Do deep research with your users. Don’t just guess what people might be asking—speak with your customer care team to identify common questions and pain points. User interviews, feedback forms, and support tickets are gold mines for FAQ content. If certain questions don’t fit naturally within your UX, they might be perfect candidates for an FAQ article.
3. Keep answers concise and actionable. Users come to FAQs for quick solutions. Avoid jargon and provide clear, straightforward answers with links to more detailed resources if needed.
4. Update regularly. Your product evolves, and so should your FAQ. Regularly review and refresh content to ensure it’s accurate and up to date.
5. Use a search-friendly format. Optimize FAQs for search functionality both on your site and in search engines. Clear headers, keywords, and structured data can help users find answers faster.

By following these best practices, your FAQ page can become a genuinely useful resource—not just a dumping ground for overlooked information.

Final Thoughts

FAQs aren’t inherently bad, but they’re often a symptom of deeper issues in your marketing, UX, or product differentiation. Before you slap an FAQ page on your site, ask yourself: Do I need this? Better yet, ask your users. If you’re hearing the same questions over and over, it’s time to address those issues in your content or design, not bury them in an FAQ.

So, to FAQ or not to FAQ? Hopefully, you’ve got your answer.