Customer service starts way before shoppers contact you directly, and that is something every brand should take into consideration. In fact, if you do this right, you may never have to open another email with questions that you‘ve already answered dozens of times before.
One of the ways to achieve it is by equipping your website with an informative FAQ page. Not only can it help to reduce customer support time, but also boost your store visitors’ experience, thus likely resulting in a sale or two.
The template of your FAQ page is no less important than the information you provide since it’s what makes it easy (or not) for the shoppers to find the answers they need. This article will guide you through the key points of choosing an FAQ page template and showcase some of the best FAQ examples to give you a little nudge to improve (or even build) your own.
FAQ templates for Shopify
FAQ pages are not a part of Shopify stores by default. If you want to add one to your Shopify store, you have two options:
- Create it manually using the Pages section of your Shopify admin
- Go to the Shopify app store and install one of the third-party apps.
Both options come with templates, although within the first option you’ll get a basic layout that you won’t be able to fully adjust to your needs.
Shopify apps offer much more freedom though, from choosing how your questions and answers will be displayed to customization of the ready-made templates.
For instance, if you’re using HelpCenter’s FAQ Builder, you can choose from 11 different templates with customizable settings. The app allows you to pick a page layout, change the colors of your FAQ page, font sizes, insert header and footer images, etc.
This way, you can align your Frequently Asked Questions template with your brand look and feel, make it easy to navigate, and look more professional in the eyes of your visitors.
What do great FAQ templates have in common?
Writing informative answers is very important, but what also matters is how you present that information to your store visitors. What’s the point of having an FAQ section if it’s messy and barely possible to use?
So when you’re looking for an FAQ template, make sure it allows you to build a clear layout. Your questions should be categorized and put into sections, containing specific articles.
To avoid clutter, there are FAQ templates that offer different ways of organizing questions, for instance, “accordions.” This structure highlights important details of a section and usually reveals the information upon a click. Therefore, the user can easily find and access only the information they need without wandering around your FAQ page.
Most often, users who enter your FAQ page already have a specific question in mind. Instead of scanning the categories and sections, a lot of people prefer to simply type their questions into the search bar, and that’s why it’s a must for any FAQ page.
Search bars can also suggest related keywords, providing a learning opportunity to the visitors.
M-commerce is rapidly growing, which means that many people are already using their mobile devices to shop or, at least, do their research.
If a mobile-friendly e-commerce store is no brainer anymore, your FAQ page should be no different. It's often one of the first customer touchpoints with your brand and making it easy to navigate is crucial for the best experience.
So make sure the FAQ template you’re about to use falls under this category as a possibility to browse and find answers without zooming in and out can encourage a sale.
In case your visitors can’t find the answers they’re looking for or want to learn more, make sure your FAQ page also contains a contact form. Add it at the bottom of your FAQ page as well as include it within each article.
This way, if there's anything left to ask, site visitors will have quick access to your contact information and won't even have to search for it. Not only will it be of extra help, but also show that you care about their experience.
5 FAQ examples from famous brands for inspiration
Let's look at how businesses use these features to make the best out of their FAQ templates. Below you will find 5 FAQ examples from famous brands that will likely inspire you to rethink your FAQ page or, if you haven’t done it yet, create one.
Twitter’s FAQ section is highly structured and very intuitive. Even if you don’t really know the exact problem, Twitter has done a great job collecting (and even predicting) frequently asked questions and grouping them into categories and sections for an effortless browse.
Although his FAQ section covers tons of useful information, the page doesn’t make you feel overwhelmed. It all comes down to four main categories: using Twitter, managing your account, safety and security, and rules and policies. Each of them is divided into smaller, very specific sections that, once clicked, bring the user to relevant articles, covering everything from how to tweet to safety and security issues.
Wikipedia’s example is great for two reasons.
First, Wikipedia too has put a lot of thought into the structure of its FAQ page. The topics are categorized into general frequently asked questions, specific questions, and other relevant information that might be useful for Wikipedia’s users. Each section comes with a short description so the visitors would know what exactly does it cover.
Once you open a section you’re interested in, Wikipedia brings you to a new page that looks like any other article written on the website. That’s another reason why this template is great – it maintains Wikipedia’s brand voice. Users don’t have to spend more time familiarizing themselves with the structure. They are already familiar with it, and this is what makes it extra easy to find answers to their questions.
The thing that first catches your eye when you open Airbnb’s support page is a clean, minimalist design that actually feels very well-thought-out despite how simple it is. At the top of the page, you can use a search bar to find help articles faster, or you can even log in to get personalized support.
If you’re up for checking the categories, Airbnb offers to read popular articles first in case you encounter a similar problem. The illustrations below highlight other topics that likely contain the "most-wanted" frequently asked questions, such as booking and traveling. The last section of the page is dedicated to technical things and general information, like managing your account, how Airbnb works, community standards, and so on.
So that’s another feature of a great FAQ template – starting with the most important or the most relevant information for the users, and Airbnb has definitely succeeded in achieving this.
What’s different about the Netflix FAQ section is that it greets users with a search bar that’s centered at the top of the page. That's a rather simple but smart design decision that encourages site visitors to use the search feature rather than switching between categories to find the information they need.
As well as previously mentioned Airbnb, Netflix also uses a similar approach. First, it offers to sign in for personalized support, and just after that highlights a few popular topics that might be of your interest, before guiding visitors through different categories.
Microsoft uses an accordion template that expands once the visitor chooses a specific category. At first, you can only see two categories based on their two products - “Windows” and “Office,” and you can pick one of them to avoid digging into the articles that you have no interest in.
Such a template is especially convenient for mobile users as they don't have to scroll that much and can access information faster. Microsoft implemented the easiest possible layout Q&A style, and that seems to be working just perfectly.
Polish your FAQ page for a better customer experience
Crafting an effective FAQ page requires preparation – collecting frequently asked questions, writing informative answers, categorizing them, deciding on a clear page structure that would make it easy to navigate... And all this while keeping the visual appeal in mind. This is where FAQ templates can take the burden off your shoulders. But before choosing one, make sure to go through the key points of a great FAQ page template again and draw inspiration from the ones that do it right to make it work for your business.