19 stellar FAQ page examples and how to create one

Frequently asked question (FAQ) pages are often overlooked in place of other website additions, like product pages, or general company needs, like hiring and product integrations.

While all these resources benefit a business, creating an FAQ page that allows customers to find their own answers is invaluable. Between the cost savings self-service options bring and the customer satisfaction that comes with fast support, you shouldn’t overlook FAQs.

In this guide, we’ll go over the basics of FAQs and answer common questions about this self-service tool. Here’s a quick look at everything we’ll cover:

More in this guide:

• What is an FAQ page?
• Why are FAQ pages important for good customer service?
• What should an FAQ page include?
• Where can you publish an FAQ page?
• 19 FAQ page examples
• How to create an FAQ page: 8 best practices
• Frequently asked questions
• Leverage Zendesk AI to do more with your FAQs

Why are FAQ pages important for good customer service?

FAQs are important for a few reasons, including:

• Accessibility: Links on an FAQ page guide users through your website, helping them find the information they need at any time.
• Accuracy: The FAQ page should be a single source of truth, offering customers answers to general questions.
• Affordability: When customers can get answers themselves, they don’t have to rely on customer service agents. This ultimately lowers payroll costs.

The purpose of an FAQ page is to provide quick answers to common questions that your business can anticipate. Companies should continuously expand this resource as they acquire more data.

“Having an FAQ page is a way to be more proactive and predictive with what your customers or clients are going to need help with. It’s also an opportunity to point people in the direction you want them to go. If there’s something you want to make sure they see, an FAQ is a great place to put it.”
–Maddie Hoffman, director of self-service and automation at Zendesk

What should an FAQ page include?

Here are some examples of popular questions that businesses across industries answer in their FAQ. Feel free to copy and paste any of these and tweak them to your liking. Or use them to come up with new questions!

Account:

• How can I reset my password?

• How do I edit my account information?

• Can I reset my security questions?

General:

• Do you have a warranty?

• Do I need to sign a contract?

• Do you have any physical locations?

Orders:

• What is your return policy?

• What should I do if my order is lost, stolen, or damaged?

• How can I track my order?

• When can I expect my preorder to arrive?

Payment:

• What payment methods do you accept?

• Do you sell gift cards?

• How can I check my gift card balance?

• Can I make a purchase using financing platforms like Klarna or Afterpay?

• Do you offer Apple Pay?

Product or service questions:

• What products do you offer?

• What services do you offer?

Shipping and delivery:

• How long does shipping take?

• Do you ship internationally?

• Do you offer free shipping?

Most of these questions work for any business, but you will need to come up with specific questions based on your unique offerings. This includes product-specific troubleshooting questions and answers about bugs or updates.

Where can you publish an FAQ page?

Businesses have multiple strategic locations where they can publish FAQ pages to maximize accessibility and customer satisfaction. The most common and effective approach is creating a dedicated FAQ section on your company website, typically accessible through the main navigation menu or footer links. This central location serves as a comprehensive resource that customers can reference at any time, reducing support ticket volume and improving user experience.

Here are some strategic placement locations:

• Website navigation: Header, footer, or dedicated help/support menu section
• Product and service pages: Contextual FAQs addressing specific offerings
• Checkout and conversion points: Addressing common purchase hesitations
• Customer portal or account dashboard: For existing customer support
• Social media business profiles: Platform-specific FAQ features
• Email signatures and automated responses: Link to comprehensive FAQ resources
• Physical locations: QR codes linking to digital FAQ pages for in-person customers

The effectiveness of your FAQ strategy depends largely on meeting customers where they naturally seek information. Modern businesses benefit from a multi-channel approach that distributes FAQ content across digital touchpoints rather than relying solely on a single webpage. This might involve embedding contextual answers directly into user workflows or creating hybrid experiences that blend digital resources with physical customer interactions.

The goal is to create a seamless support ecosystem where answers are always within reach, regardless of how or where customers choose to engage with your brand.

19 FAQ page examples

Before building your FAQ page, you should know what features to include.

We rounded up 19 FAQ examples with unique characteristics—such as user experience (UX), design, and additional self-service offerings—that make these pages especially successful.

• AdEspresso
• Adobe Creative Cloud
• Airbnb
• Airtable
• Ancestry
• DoggieLawn
• Etsy
• Fabletics
• Liquid Death
• Mailchimp
• McDonald’s
• Microsoft
• Nintendo
• Upwork
• Vrbo
• Wandering Bear
• WhatsApp
• Wistia
• Zendesk

1. AdEspresso

Ad campaign company AdEspresso aims for simplicity on its FAQ page with only a handful of questions and answers. Each question, when clicked, goes to a micro-blog with hyperlinks that guide the user to more information.

And if readers don’t see the question and answer they’re looking for on the page, AdEspresso’s intro paragraph provides additional online resources, as well as the option to contact customer support.

The resulting FAQ page is straightforward, intuitive, and genuinely helpful—attributes any customer will appreciate.

2. Adobe Creative Cloud

Adobe, a company well known for its powerful design and editing products, opted for a more traditional FAQ approach by only listing questions and answers, proving that a simple design layout can still be effective.

The Creative Cloud FAQ page is successful because it offers several ways for users to search. These include:

• A search bar

• A sidebar menu that lists different categories

• A set of commonly asked questions separated by category headings

• A virtual assistant chat feature

As a bonus, Adobe ends the page by requesting reader feedback to improve its FAQ offerings.

3. Airbnb

Airbnb is the first knowledge base FAQ in this roundup. Rather than adopting a typical Q&A format, the homestay and experiences company lists several common questions for hosts and links to robust resource pages.

The resource articles answer questions in several different ways, including:

• Scannable copy

• Hosting tips

• Videos

• Animations

Because this particular knowledge base is centered on the hosting experience, Airbnb also provides opportunities for users to ask other hosts questions via a community forum.

4. Airtable

Cloud collaboration company Airtable allows customers to take an active role in their own customer service experience, offering users a comprehensive help center where they can search for solutions to their questions or browse through detailed documentation for the issues they’re experiencing.

Airtable customers can filter through articles and guides by selecting a support category at the top of the page or scrolling down to explore different sections, such as tutorials, troubleshooting guides, and frequently asked questions.

This self-service alternative allows customers to find immediate answers through searchable knowledge base articles rather than waiting for a customer service representative.

5. Ancestry

Ancestry teaches customers about their genealogy through DNA and data. So, it’s not surprising that the company’s FAQ page offers a highly personalized experience.

If you sign in before browsing through the FAQs, Ancestry tailors the suggested links based on your account and unique genetic results.

It’s a nice touch and allows Ancestry to show customers that it understands them.

6. DoggieLawn

DoggieLawn, an eco-friendly dog potty grass distributor, has a pretty standard-looking FAQ page at first glance, with easy-to-read font, scannable answers, and accordion questions. But it uses some live chat best practices that take it a step further.

DoggieLawn’s FAQ page offers a live support option, so customers can quickly chat with a rep when necessary. If users browse the page Monday through Friday between 5 a.m. and midnight (PT), a chat box in the bottom left corner will connect them with a live rep.

This is a great solution if the answer customers need isn’t on the FAQ page. And by keeping this chat feature on the FAQ page, DoggieLawn encourages customers to stay on its site while an agent addresses their issue or question.

7. Etsy

The Etsy Help Center has an organized format that caters equally to sellers and shoppers. The e-commerce company leads with a search bar to help users find what they’re looking for faster. And immediately under the search bar is a “get help with an order” button, making it quick and simple for customers to get support for their orders.

Another cool thing Etsy does is provide two menus—one for shoppers and one for sellers—with appropriately themed help topics. This way, shoppers and sellers can find relevant resources easily without digging through articles for the other group.

8. Fabletics

Online subscription retailer Fabletics has a distinct FAQ page. Opening with a catalog of categories (and a search bar), users choose a topic before the page sends them to their next stop: a list of frequently asked questions.

Users can then select a question for a detailed answer, and they are offered a list of related questions and subjects in a sidebar.

9. Liquid Death

Liquid Death’s FAQ page is simple yet effective. The largely untraditional brand makes it easy for users to quickly scan the page and find their questions before clicking on the plus sign to reveal the answer.

The FAQ page design also ensures that different categories are legible and easily distinguishable, with gold text in the headings and convenient accordion dropdowns.

10. Mailchimp

Mailchimp’s FAQ webpage offers several opportunities for users to contact support through call-to-action (CTA) buttons or via the chat feature at the bottom of the page. The company even provides instructions in the FAQs to help users request customer service.

The email automation company also enhances the UX using a sidebar with a category overview and jump-to links, information about additional resources, and messages that encourage sales conversions.

11. McDonald’s

The McDonald’s FAQ page is simple, but we like it because it incorporates filters—a great feature that enhances the user experience.

The fast-food chain has over 200 help center articles, and rather than endlessly tapping the “Load more” button, readers can use filters to narrow down results.

12. Microsoft

While the UX design is a bit lackluster, Microsoft still achieves a solid FAQ page that helps visitors quickly navigate through topics without taking them off-page.

At the top of the Microsoft 365 page, there’s a jump-to list. In this case, it’s an unordered list of all the categories the page covers. When the user clicks on a subject, the page automatically takes them to the correct category or question.

13. Nintendo

Nintendo boasts a traditional, streamlined FAQ page. Due to its length, Nintendo’s FAQ utilizes jump-to lists, allowing users to click on a question that relates to their own and jump to the section of the page that answers it.

The video game company also creates a strong self-service experience by sharing answers in a readable format, along with different language options. Most questions follow a standard structure: They explain a tool or concept and then elaborate on the resolution.

This strategy ensures that users find answers to all aspects of their questions, increasing the likelihood of finding a resolution.

14. Upwork

Upwork has one of the most user-friendly FAQ pages around, thanks to features like:

• A search bar that recommends common searches

• A filtering feature that sorts help center articles for freelancers, agencies, clients, and enterprise clients

• Clean and scannable help categories

• Recommended topics

The FAQ page also gives visitors the option to connect with a support agent or the Upwork Community.

15. Vrbo

Vrbo’s FAQ page has accessible filters for travelers, property owners, and property managers to easily find articles targeting their demographic. It’s filled with relevant stock photography to help users find the articles they’re looking for without visually clogging the page.

The FAQ page successfully follows best practices such as organized categories, jump-to links, accordion dropdowns, and a rating survey. All these features improve scannability and ongoing customer satisfaction.

16. Wandering Bear

Wandering Bear’s FAQ page stands out thanks to its humorous, thorough, and informative answers. The brand is known for its quirky voice, so humor is a great addition to its FAQ page. It shows the coffee retailer’s personality and may even disarm an irritated customer searching for a solution.

17. WhatsApp

The WhatsApp FAQ page takes a unique approach. On the left, it has a table of contents with a drop-down menu. Users can select any category to see all options and quickly find the best match for their query.

Or, for common questions, visitors can peruse the right side of the page for popular topics and articles. WhatsApp also has a search bar at the top of its help center for people who prefer to search for an answer like they would with a standard search engine.

18. Wistia

Wistia, a video content hosting platform, boasts an FAQ page with a floating footer that follows you as you scroll down the page. The page highlights top questions and recent anchor articles, like annual reports.

The footer contains the same search bar as the top of the page, plus a button to easily submit a support ticket. This means customers can explore the knowledge library, but as soon as they need more help, there’s a way to ask for assistance immediately.

19. Zendesk

We saved the best for last: Zendesk. While we may be biased, customer care and self-service are our bread and butter, and our customers will back us up.

Zendesk allows visitors to browse help center resources by solution (product), administrative topics, guides (for agents and developers), company and community news, and more. When users select a topic, our website will direct them to the correct page.

Our FAQ page also allows users to review commonly asked questions for accounts and billing, cross-product, and data privacy—all of which link out to support center articles.

How to create an FAQ page: 8 best practices

FAQ pages should be thorough, easy to navigate, and genuinely helpful. To provide that kind of self-service experience, here are some universal FAQ best practices you’ll want to adhere to.

1. Use AI-powered data to pick the right questions 

To create a comprehensive FAQ page or suggest related questions, teams focused on knowledge management should be prepared to analyze a lot of customer interaction data. Use tools like Google Search Console (GSC), sales and support data, knowledge management systems, and other metric tracking tools to understand customer needs and questions.

You should also leverage AI-powered customer analytics to autonomously identify trending topics and emerging customer pain points that may not be immediately obvious in traditional data analysis.

Data must inform your FAQ questions for it to effectively:

• Answer customer questions.

• Support new and returning customers.

• Cater to varying search intent.

• Enable AI to autonomously suggest new FAQ topics based on pattern recognition in customer inquiries.

• Facilitate rapid content creation through AI-generated article drafts that address popular topics.

Talk to your agents as well. They can tell you what questions they’re regularly fielding or handling so you can create self-service articles to direct customers to. Consider implementing AI-driven quality assurance (QA) to analyze 100 percent of agent interactions in real-time.

That can help automate the FAQ process, providing insights for an AI-powered FAQ to take the reins and allowing your team to focus on refining and personalizing the AI-suggested responses rather than starting from scratch.

2. Answer questions in multiple formats

People have different learning styles and preferences—this also applies to how people search.

“There are some people who are going to type the whole sentence and some people who are going to type two keywords,” says Madison Hoffman, director of self-service and automation at Zendesk. “Understanding how your customers describe their issue makes it likelier that you’ll get your FAQ in front of them via search.”

The four primary learning styles you should keep in mind are:

• Visual

• Auditory

• Kinesthetic

• Reading and writing

Factors like urgency or subject matter may influence how customers consume knowledge. If a concept is confusing, a viewer may prefer to watch a video with step-by-step instructions. If it’s a simple yes or no question, they’ll likely want a fast, one-sentence answer.

3. Decide how to structure the FAQ section

If you present all your frequently asked questions as one long list, customers may tire of searching for the answer they need. Instead, organize your FAQ page by topic, grouping inquiries that address the same subject.

If you have a lot of information to cover, you may need to make separate FAQ pages for different audiences or use cases.

Once you identify the most frequently asked questions, pay attention to the precise wording and phrasing customers use. Mimic your audience’s language patterns to make questions more scannable and help to create a seamless online customer experience.

4. Settle on an FAQ page design

Another way to make FAQ pages more engaging is to break up the text with helpful graphics, pictures, or short videos. The FAQ page design can be a savvy way to entice more customers to self-serve.

“More and more, we are finding that people want or even expect visual aids,” Hoffman says. “Whether that’s through screenshots or short video tutorials, it goes over well because it provides another way [for] people [to] learn.”

Although creating video content can be more time-consuming, customers will appreciate the effort. If a recorded tutorial sufficiently explains a concept or provides clear instructions to customers, your support agents won’t need to, making the process more efficient for everyone.

5. Make your FAQ page easy to find

Help users find your FAQ easily by linking to it on highly visible web pages like:

• The homepage

• A landing page

• The navigation menu

You can also attract attention by sharing it in your social media bios on platforms like Facebook, Instagram, and LinkedIn.

Here are some examples of URLs that can help Google recommend your page so customers can find it:

• website.com/how-it-works

• website.com/faq

• website.com/frequently-asked-questions

• website.com/support

• website.com/help-center

6. Make it easy for users to contact support

On an FAQ page, you should also incorporate multiple opportunities for customers to contact a support agent if they can’t find their answer. You can do this in a few different ways.

• Sticky navigation menu: All businesses should link to their contact page in the navigation bar at the top of their website. They can also make their nav bar sticky so it will stay in view as the user scrolls. This makes it easy for users to contact support without wasting time or losing their place.
• Chat: Add a chat widget to your business website so users can receive help from an AI agent or chatbot, or via live chat. Live chat and virtual agents are great for delivering real-time support, especially for issues that are not overly complex or urgent.
• CTAs: If you have a long FAQ page, consider strategically placing call-to-action sections so users can easily contact a company representative for help. Placing a CTA near sales-related topics also offers an opportunity for conversion.

7. Track progress and performance

Once your FAQ is live, continuously monitor its performance to determine when updates are needed. You can do this by monitoring:

• Page traffic: If you publish an FAQ with relevant keywords and valuable content, you should start to see an uptick in traffic. If you notice a drop in traffic after a few months, it may be time to make updates.
• Bounce rates: If your FAQ links out to other pages on your site, this is an important way to understand if people are finding content that applies to them. Review the data to see what questions you still need to answer when you see high bounce rates.
• Returning visitors: If a user comes back to your FAQ multiple times, chances are they successfully found answers there in the past and consider it a good resource.

8. Build processes for updating information

Set criteria for updating your FAQ. What must occur to warrant an update? Some common reasons include:

• Updating product messaging

• Launching a new offering

• Declining metrics

• Recurring questions

Once you identify these criteria, you can use a content or knowledge management system to keep tabs on necessary publishing updates.

Frequently asked questions

Customer story

Unity

Unity saves $1.3 million with Zendesk automations + self-service

“Last year we deflected almost 8,000 tickets due to self-service enabled by Zendesk. That amounts to about $1.3M saved due to the reduction in tickets.”

David Schroeder

Senior Manager of Services Support

Read customer story

Leverage Zendesk AI to do more with your FAQs

Creating the best FAQ page is the first step to a self-service solution. But to get the most out of your FAQ software, consider turning questions into macros in your ticketing system to provide automated responses during customer chats.

Or consider building out training videos, community forums, or a how-to article series. Zendesk can help enhance these channels with AI by automatically suggesting related content, personalizing recommendations based on user behavior, and even generating new FAQ entries from common support ticket themes.

Once you’re offering an omnichannel customer self-service portal powered by intelligent automation, you’ll be well on your way to forming a comprehensive help center that empowers your customers to find their own solutions while reducing support workload through smart AI assistance.