What to ask your agency about FAQ pages

The gap between knowing this and actually doing it is where most teams lose ground. If you are briefing an agency or a freelancer on FAQ pages, these questions are worth asking early.

Pages that answer a real question outlive pages written to fill a slot in a sitemap. Assume whoever inherits this will have half your context and none of your patience.

Questions worth asking

• Who will actually do this work, and have they done it before?
• How will we know afterwards whether it worked?
• What happens if it needs changing in a year?
• What are you assuming that we have not confirmed?

What a good answer sounds like

Answer the questions sales actually gets asked. This is the sort of thing that compounds, quietly, in both directions. Budget a little time for it every quarter and it never becomes a project of its own.

Well-structured FAQs can win rich results. The teams that handle this well are rarely the ones with the biggest budgets. If it only works because one person remembers to do something, it does not work yet.

In practice

Content is the part of a project most likely to be underestimated and most likely to delay a launch. Three things worth confirming about FAQ pages before you move on:

• Someone can say what the current setup is without going to look
• Do not use it to hide bad news — and you know whether that is true here
• There is a way to tell whether the last change to this helped

Pick the one that would hurt most if it failed, and start there.