Frequently asked questions are a section that answers what customers actually ask. The source should not be marketing's assumptions but records from emails, phone calls and chat, or internal on-site search. Questions should be phrased in the customer's own words, not in corporate language, and answers should be direct and specific, including uncomfortable topics such as prices, deadlines and limitations – an evasive answer undermines trust more than no answer at all. It is worth placing them directly alongside the content they relate to, that is, the service or product, not only in a separate section. Answers prepared this way also serve as material for a chatbot, for onboarding new colleagues, and as content that language models cite well.
See also: Question-based headings, FAQ schema and its limits, AI Chatbot for Websites.
