eCommerce FAQ Template: 6 Straightforward Steps for Creation (+Examples)
Frequently asked questions (FAQ) pages are your saving grace when it comes to customer service. If you create an easy to navigate page that answers common questions and concerns on your website, you can avoid countless hours spent on manual live chat and customer service activities.
Typical questions about your products, services, or processes can be easily answered in the FAQs section of your website to avoid overuse of your resources. So, here’s how to create an FAQ template that will keep your shoppers satisfied for years to come.
Learn what goes into providing exceptional answers then take a look at ten examples to get inspired. Keep reading.
What is an FAQ Page?
In a nutshell, your FAQ page is a question and answer forum on your website. In most cases, it is created by the website owner or customer support team to address the most commonly asked questions and concerns that shoppers have about your products and services.
An FAQ page on an eCommerce website primarily organizes the answers to questions related to products, ordering, shipping and handling, and returns. It provides shoppers with a database to find solutions before they take the time to reach out to your customer service team. Every eCommerce business should have one.
What is an FAQ Template?
An FAQ template provides a framework for creating an FAQ page or multiple pages. It comes in handy for web designers, content creators, and online store owners (especially those with multiple websites) -- it is essentially an outline for an FAQ page.
A template can be used to create any FAQ page. But, if there’s a reason why you might create more than one FAQ page, you need a template to work from. Not only does it keep your brand uniform, but it also simplifies the content creation process. Working from an outline makes your job easier.
What Are the Main Elements of a Killer FAQ Template?
To create an effective FAQ template, you need to know what goes into the process. Not all online store owners have a collection of questions, especially at early launch. Be prepared, know what to anticipate, and be ready to go when it’s time to publish your website’s cornerstone page. Learn the basics that go into creating one.
An effective FAQ page contains sections to address the following:
- General Questions: Answers to the most common questions asked about products or services.
- Payment: Solutions to help guide a shopper through the transaction process.
- Shipping: Details about shipping costs, time, and how to track an order.
- Returns: A clear explanation of your store’s return policies.
- Other Questions:
- Product details that might not appear on sales pages -- buyer’s guides, size charts, and other similar information.
- Information about ongoing promotions.
Now, here are the steps to create your own FAQ template from the ground up.
Step 1: Consider Your eCommerce Business Structure
The first step you need to take when creating an FAQ template is the structure of the eCommerce business you’re creating it for. The way your company operates can make all the difference in the world. Because the details for some business are better if left hidden while others do well with full-disclosure.
Which structure(s) do you operate under?
- Print on Demand
- Private Label
- Custom Manufacturing
- Marketplace Fulfillment
- Multi-Channel Sales
And, why does this matter? Each eCommerce structure comes with its own set of quirks and they need to be considered before creating your template. So, just think about what your business might do differently than others in similar and adjacent niches. .
For example, a dropshipping store might include multiple return policies, since the product suppliers may have their own set of rules for returns (Alternatively, a dropshipping store might not allow returns). And, a custom manufacturing operation may have more information about product details than a private label seller.
Step 2: Determine Whether You Are Creating a Q&A Template for Individual Products or Entire Catalogs
If you’re creating one FAQ template for an entire catalog of products, it can be generalized to your overall operations. And, if you’re creating an FAQ page for a single product or set of similar products, you will want to be more detailed with your template, addressing everything that makes your brand stand out. You should utilize this space to help you customers and also to market your products.
Why would an FAQ for a single product need to contain more than a catalog? With a single product, you will have less product content and will rely heavily on your blog to generate traffic to your product. Your FAQs will likely sit somewhere on your home page, giving your page better a chance at ranking in search engines.
In the example above, you see an eCommerce homepage that doubles as an FAQ -- all of the information a customer might need to understand the product is addressed. Hence, there is no dedicated FAQ page.
Step 3: Decide Whether You Will Use an App/ Plugin or Simply Create a Text Page From Scratch
Modern online stores have access to thousands of Shopify apps that make your job easier. You can use technology to generate templates or auto-add a beautiful FAQ to your store. Or, you can create a text page from scratch. Learn about each of your options below.
One of the simplest ways to create a template for your FAQ info is to use an online generator. In most cases, you simply enter the domain of your online store and the tool gives you an outline.
The best part about this method is that it’s fast and easy. However, it will likely require some editing. So, it’s not an instant fix.
Shopify FAQ Apps
The next method for creating your template requires a few further steps (installation, testing, and editing), but is also simple. Check out some of Shopify’s FAQ apps and see what features are available.
In many cases, a Shopify app can streamline the creation process. Enterprise sellers should check out the Shopify Plus marketplace.
Write Your Own Template
The third and final option is to write your own template from start to finish. You can write from your online store dashboard or use word processing software then transfer the information over to your site.
This option is the most time-consuming but gives you the most customization. You’ll start your outline with the main elements of a killer FAQ page (above), and fill in the necessary information.
Step 4: Check Out Your Competitors and Other Online Stores You Admire
One of the best places to look for inspiration is from your competition. You don’t want to copy others, but you can learn from them and use their work to come up with new ideas.
- Who is your top competitor and have you looked at their FAQ page?
- What did you like about it and what didn’t you like?
- How can you apply some of what you see to make your answers better?
- What other brands can you think of to inspire you?
Do some research to see what others are doing before you publish.
Above is an example of an FAQ page created for ‘Melon Madness,’ a promotion by Love Your Melon. As you can see, the questions don’t follow the outline listed above but include nearly anything a customer interested in the promotion might need to know. Sometimes, rules are made to be broken (or at least bent a little bit).
Step 5: Examine Your Target Market
We all know that the goal is to be more appealing than the competition. So, while you want to keep an eye on your rivals, you also need an edge over them. The most helpful way to learn how you can be better than the rest is to find out what your target market wants.
Your customers are part of this group -- and we’ll get to that later -- but, what would your ideal, hypothetical customer look like? As with all business planning aspects, buyer personas are going to be invaluable here.
Know your target audience, find out where they hang out online, and follow along to learn what relevant questions they have. Then, provide your shoppers with explanations in your template. Some answers will make better blog posts or knowledge base articles, but many simple solutions can be addressed on your FAQ page.
Step 6: Continually Compile Questions from Your Shoppers and Existing Customers
This step might go without saying, but it’s crucial that you don’t forget it. When you’re first launching an online store, you may not have a list of common questions yet. And, you can’t forget that you will need to continually update your content.
So, keep track of your communications. Get with your customer service staff and the team who handles your Shopify help chat regularly to find out what questions they are answering over and over. Then, add more information to your page accordingly.
Remember, one perk of displaying and answering FAQs is to keep your support costs down.
+Bonus: 10 Outstanding eCommerce FAQ Page Examples
Now that you have all of the technical information you need to create an effective template for your FAQ page, it’s time to look at some of the best or most innovative to get your wheels turning.
Amazon Business is the B2B side of the eCommerce giant’s online retail operations. The FAQs are nothing short of exceptional. The company has managed to pack in a lot of information and keep it easy to navigate.
They’ve done this by creating what is essentially a table of contents with links to pages that contain detailed answers to the questions a business client might be looking for.
In the example above, the Business Prime Benefits page shows business users table that outlines the benefits and cost of the program.
So, if you’re building an FAQ template for a large catalog of products or a specific aspect of your business that will need a ton of content, think about creating multiple pages and organizing them in a way that is easy for your shoppers to navigate.
Nintendo Switch’s FAQ is on the simpler side. I love it because it addresses questions in human language and answers are easily accessed via a dropdown. Customers only need to click the down arrow to see the answer they’re looking for.
When someone lands on this page, they can open as many or as few answers as they want at one time, giving the user control over their experience.
If there’s anything I know about customer support, it’s that personalization and friendliness are the keys to a successful strategy. In this case, Nintendo has implemented one of the few ways to provide a personalized experience for shoppers.
Greats has an awesome FAQ page because it organizes the information in a way that breaks the information into three sections: About Greats, Shipping and Returns, and Sizing and Product info.
When a shopper first arrives, they only see one section of the page -- the Sizing and Product info (this is probably because most shoppers come to the page to find this information, not learn about the company, shipping, or returns). If this isn’t what they’re interested in, all they need to do is click the label of the section they want to view at the top of the page.
While looking at everything at one time might be overwhelming, this example organizes everything in a unique and convenient way.
Like Amazon Business Help, Ellana Cosmetics links out to pages containing further information. Unlike Amazon, they use complete sentences to convey their answers in friendly, human language.
This works especially well for the beauty product seller because the warm use of language matches the brand: Kind, feminine, and soft.
The takeaway from this is that you need to use language and formatting that appeals to your audience and use the same tone of voice as your current brand. If your brand is warm, use warm language and design. And, if you’re selling medical equipment, more cold and sterile language will probably suffice.
I really love Campus Protein’s FAQ page design because it includes everything in the “table of contents” format, with links to external pages containing more information, but doesn’t require scrolling.
With this design, a shopper can scan the available answers while staying above the fold. This makes the user experience nice and simple, negating the need to look at too much information at the same time as making the search quicker.
If you can, consider keeping your FAQ information resting at the top of the page and think about linking out to answers and knowledge base articles. Keep in mind this isn’t always possible, and there are obviously countless other design ideas to build from.
Ban.do’s FAQs remind me a lot of Ellana Cosmetics and I like this format in some of the same ways. What is important to notice here is the difference in voice and the soft nudges to learn more about the products.
For example, under the question, “Do you have a store?” Ban.do provides readers with a link to a store locator. Why is this worth noting?
When creating your pages, you should continually be thinking of ways to generate new business and get people moving around your site in general. The above example shows you one way to do this.
You should also consider linking out to helpful blog posts and landing pages when they are relevant.
7. Marine Layer
Sometimes a full page of text can be difficult to read. Yet, so many FAQ and About pages across the web contain only text. There are a couple of things I really like about Marine Layer's example.
First of all, the questions are much larger and bolder than the answers, helping to break apart the text for ease of reading. You can do this by using H1 or H2 for your answers and normal text for your answers.
Next, I love the fact that Marine Layer used imagery to illustrate their answer when relevant; this is such a great way to make sure you get your point across, especially since it’s often too easy to skim right past parts of important answers.
8. MVMT Watches
The MVMT Watches FAQ pages are like Greats’ on steroids. So, they have the top bar that segments various answers. Then, like Nintendo Switch, they use the dropdown bar to reveal answers, which saves space. So, it’s got a good combination of previously mentioned features.
Then, on top of that, in the upper left corner, they include easy access to a couple of commonly needed features that happen during this stage of the buyer’s journey: links to live chat and email.
Overall, MVMT has implemented a great design, aesthetically and functionally. It gives visitors an exceptional level of control over the experience of finding answers to their shopping questions.
When it comes to FAQ answers, I really like the way Leather Head Sports operates. Like some of the others mentioned above, they have a dropdown answer option for a controlled experience (no sense reading through a bunch of irrelevant information if you don’t have to, yeah?),
Next, the fonts and language used are true to the brand, which we’ve learned is a key ingredient for success.
Finally, the part I really like about this is that the company utilizes answer space to elaborate on the benefits of their products: Made in the USA, rugged, and made to last a lifetime. From a marketing perspective, the copywriting is brilliant.
When crafting your answers, it might be a good idea to hire a copywriter or marketing consultant to help you craft copy that connects with the senses of your audience.
Apparently, Wrightwood furniture received some orders from folks outside their service area -- that’s the bad news. The good news is their solution to this problem can now be your inspiration.
Only servicing an area within a 45-mile radius of their location, the company added an element of interactivity where a coverage map could have easily been used. To find out if Wrightwood can deliver to their address, a customer enters their zip code and clicks “Check.”
This idea could be used in more than one application, and looking into ideas for more interactivity on your FAQ pages is an extraordinary idea.
What types of questions can you answer about your products where the answers might vary from person to person? How could you create an interactive answer system based on a shopper's needs or preferences? Think about it a bit and see what you come up with!
Now you know the purpose of an FAQ page on your website and a template to organize your information. You have the basic elements of an effective Q&A for customer support and understand everything that goes into creating your own page. Furthermore, you’ve seen what a great FAQ page looks like in the examples above.
So, today, get out there and create content to address the concerns of your shoppers and start saving time and energy on your customer support operations.