FAQs Are a Growth Tool (Not Just an Ecommerce Support Page)
- Katie Simpson
- Jan 20
- 3 min read
Most businesses treat FAQs like an afterthought.
They live at the bottom of the website. They’re written quickly. Worse, they’re rarely updated.
And yet, FAQs are one of the most powerful growth tools you already have.
When done right, they reduce customer confusion, prevent unnecessary emails, and quietly move people closer to purchase.
Let’s talk about why FAQs matter more than you think and how to make them work for your business.
FAQs Are Not Filler Content
They’re often treated as:
A dumping ground for leftover questions
A checkbox item before launch
Something to write “later.”
However, in reality, FAQs play a critical role in the customer journey.
People flock to FAQs when they’re:
Unsure
Comparing options
Deciding whether to trust you
It’s not just answering questions. FAQs can determine whether someone is visiting your site or becomes a customer.
Why Do Most FAQs Fail?
They fail because they’re written from the business’s point of view, not the customers. It can lead to a lot of common issues that ultimately undermine all the work you’ve put in.
Common problems we see:
1. They’re too vague
Answers like “It depends on which product” or “Contact us for more information”. Instead of reassuring a customer, you’ve added either uncertainty or more work to their plate.
2. They’re hard to find
If folks have to go to Google to find your FAQ page, it’s a missed opportunity. It may make sense to you to have your FAQ in the footer, but few customers will go there.
3. They don’t answer real questions
If your FAQ sounds more like another product pitch, you’re answering the wrong questions.
4. They’re written in internal language
It’s easy to fall back on acronyms or jargon that make sense to your team. But do your customers talk like that?
If any of these are happening, FAQs aren’t helping you close.
What Good FAQs Actually Do
Strong FAQs act like a quiet salesperson working 24/7.
They:
✔ Answer real customer concerns
✔ Reduce repetitive emails and support calls
✔ Build trust before checkout
✔ Reinforce clarity and credibility
✔ Remove doubt at critical decision points
Great FAQs don’t just explain, they reassure.
They tell your customer: “You’re not the first person to wonder this, and we’ve got you covered.”
What Makes FAQs Work
High-performing FAQs follow a few key principles.
1. They Use Simple, Human Language
No jargon. No corporate speak. Just clear answers written the way people actually talk. If your customer wouldn’t say it out loud, don’t write it.
2. They Appear Near Buying Decisions
The best FAQs aren’t isolated on one page.
They show up:
Near pricing
On product or service pages
During checkout
On onboarding or sign-up screens
This is where questions naturally arise, and where answers matter most.
3. They Evolve Over Time
Your FAQs should grow with your business and be reviewed at least once a year.
Not sure what needs an update? Great sources include:
Customer emails
Sales calls
Support tickets
Chat transcripts
User testing sessions
If people keep asking the same question, it belongs in your FAQs.
How Word Nerds Helps
At Word Nerds, we don’t write generic FAQ lists.
We help you build strategic, conversion-ready FAQs that support your business goals.
We help you:
Identify real customer questions (not assumptions)
Translate internal language into clear answers
Structure FAQs for scannability and trust
Place FAQs where they actually help conversions
Turn FAQs into sales and support assets
We treat FAQs as part of your brand, not a one-off task.
The Takeaway
Good FAQs don’t just answer questions. They build trust with customers that not only helps you improve conversions but also saves time.
Want to boost your business? Let’s chat. We’d love to ensure your FAQs and your whole website are helping customers, not holding them back.
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