Five mistakes teams make with FAQ pages
The gap between knowing this and actually doing it is where most teams lose ground. These are the ones we run into repeatedly when we audit FAQ pages.
Content is the part of a project most likely to be underestimated and most likely to delay a launch. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.
What to watch for
- Treating it as a launch task rather than an ongoing one
- Assuming someone else already owns it
- Answer the questions sales actually gets asked
- Do not use it to hide bad news
- Never checking whether the fix actually worked
Well-structured FAQs can win rich results. The reasoning matters more than the rule, because the rule has exceptions. It is worth deciding this deliberately rather than inheriting whatever the last person set up.
A reasonable first step
The short version
Pages that answer a real question outlive pages written to fill a slot in a sitemap. Three things worth confirming about FAQ pages before you move on:
- Someone can say what the current setup is without going to look
- Well-structured FAQs can win rich results — and you know whether that is true here
- There is a way to tell whether the last change to this helped
If any of that sounds like a description of your current setup, it is fixable.