FAQ pages for small teams

Most teams know this matters. Fewer have decided who owns it. Most advice about FAQ pages assumes a team that does not exist at your size. Here is the version that does not.

Pages that answer a real question outlive pages written to fill a slot in a sitemap. The practical test is whether someone new to the project could tell, in a minute, that it had been handled.

What to keep

Answer the questions sales actually gets asked. Small and consistent beats large and occasional here. Anything you cannot measure here, you are deciding by taste, which is fine as long as everyone knows it.

What to drop

Process that exists to coordinate ten people is overhead when there are two of you. Small and consistent beats large and occasional here.

What good looks like

Well-structured FAQs can win rich results. Where this goes wrong is almost never a lack of knowledge. It is worth deciding this deliberately rather than inheriting whatever the last person set up.

What this looks like day to day

Writing for the web is largely an editing job: the first draft is always longer than it needs to be. 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

Worth checking on your own setup before it becomes someone else's problem to fix.