How to make an FAQ page for your website
Answer it once,where they look.
An FAQ page answers the questions your customers already send you, grouped by topic, with each answer starting with the answer. Copy the questions from your inbox, chats and tickets, keep each answer to a few sentences, link long policies instead of pasting them in, and put the page in your footer. You don’t need FAQ markup: Google stopped showing FAQ rich results on 7 May 2026. The drafter below turns a pile of questions into the page.
By the Builderify team
An example, made up for this page
What should an FAQ page include?
Five things, each with a source.
An FAQ page needs real questions, answers that start with the answer, topic groups with the most asked first, links to anything longer, and a way to reach you. None of it is new: Nielsen Norman Group’s FAQ guidelines, which draw on its website testing and its review of real FAQs, say the same in more words. The table gives each rule and where it comes from.
| Rule | What to do | Where it comes from |
|---|---|---|
| Real questions | Copy them from emails, chats and tickets, in the customer’s own words. | Nielsen Norman Group, guideline 17 |
| Answer first | Open a yes-or-no question with yes or no, then give the one detail that stops the follow-up. | Nielsen Norman Group, guideline 35 |
| Short, then a link | Three or four sentences. For a long policy, give the summary and link to the full page. | Squarespace |
| Grouped, most asked first | Topic headings, the biggest group first, and an Other group for what doesn’t fit. | Nielsen Norman Group, guidelines 13, 26 and 27 |
| Easy to find, with a way out | A footer link, jump links at the top, the relevant questions on the pages that cause them, and a way to reach you at the bottom. | Nielsen Norman Group, guidelines 31, 39, 41 and 44 |
The guideline numbers are those in Nielsen Norman Group’s free report. Chapter 04 builds the page, chapter 05 shows the answers, chapter 06 says where it goes.
Do I need FAQ schema?
Not any more.
No. Google stopped showing FAQ rich results in Search on 7 May 2026, for every site. The dropdown answers under a result were limited to well-known government and health sites in 2023, and then went altogether.
Several popular how-to guides still list FAQ markup as a step; the ones we read on 1 November 2026 did. An FAQ page is worth writing because it answers people, not because it earns a dropdown.
What Google did to the FAQ rich result
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8 August 2023 Limited
Google says FAQ rich results will only be shown for well-known, authoritative government and health websites. For every other site they are no longer shown regularly.
Read in Google Search Central Blog
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7 May 2026 Gone
Google’s documentation log, in an entry dated 8 May, says the FAQ rich result will no longer appear in Google Search starting 7 May 2026.
Read in Google Search Central
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15 June 2026 Documentation removed
Google removes its documentation for the FAQ rich result, saying the feature is no longer shown in Search results.
Read in Google Search Central
Already have markup?
Leave it or drop it. Google said in 2023 there is no need to remove it, and that structured data it doesn’t use does not cause problems for Search. If you keep it, keep it true: every question in it should also be on the page. Builderify’s own pages still carry it, because one list feeds the visible FAQ and its markup. We leave it in because it does no harm, not because it earns anything.
Read in Google Search Central Blog
Does it help in AI answers?
Google’s guide to its generative AI features says structured data isn’t required for them and there is no special schema.org markup to add. It puts content people find unique, compelling and useful first.
Read in Google Search Central
What still earns its place
The text. A page that answers a real question can rank for it, and the answers only you can write, such as your delivery times, your returns window and how your product really works, are the part nobody else can copy.
Where do FAQ questions come from?
Your own messages, not a template.
Copy them from the messages you already get, in the customer’s words. Nielsen Norman Group says an FAQ’s questions should echo the concerns people really contact you about, in their vocabulary. A list borrowed from another business answers someone else’s customers.
Your inbox and chats
Search the last month for question marks and paste the lines as they were written. Keep the typos: the drafter reads them as they are. In Builderify those messages live in the Inbox and Live Chat.
Support tickets
A ticket’s subject is often a question already. Copy the subjects, not your replies. Support Tickets keeps them in one list.
The people who answer
Ask whoever picks up the phone which questions they could recite. Nielsen Norman Group suggests enlisting support staff in building the FAQ and tracking how it does.
What the chatbot couldn’t answer
If you run the AI Chatbot, its Unanswered & insights page lists what it couldn’t answer in the last 30 days, grouped by topic and most asked first.
Start with the handful that arrive every week. You can add one when it reaches you a third time.
How do I turn a pile of questions
into an FAQ page?
Paste them, repeats and all.
Paste your questions, one per line, and the drafter merges the repeats, groups them by topic, puts the most asked first and flags the answers that need work. Add an answer after a | and it prints the page text, the HTML, a list the AI Chatbot can import and, if you want it, the markup. It runs in your browser: nothing you paste is sent anywhere.
8 questions in 5 groups.
12 lines in, 4 repeats merged. 1 needs an answer. 2 have a flag.
Delivery and shipping7 asked
×3How long does delivery take?
Orders ship within 2 working days and arrive 2 to 4 working days after that.
Also asked: How long is delivery? · How long does shipping take?
×2Do you ship to Canada?
Yes. We ship to the US and Canada. Canadian orders take 5 to 8 working days and may carry import duty.
Also asked: Do you deliver to canada?
Can I change my delivery address after ordering?
Yes, until it ships. Email us and we’ll update it.
How much is shipping?
Shipping is $8 in the US and $14 to Canada. Orders over $75 ship free in the US.
Hours, booking and finding us2 asked
×2What are your opening hours?
The shop is open Tuesday to Saturday, 10 to 5.
Also asked: When are you open?
Returns and refunds1 asked
Can I return a plant that arrived damaged?
Send us a photo within 7 days and we’ll replace it or refund it. Other returns are accepted within 30 days if the plant is unused. Read the full retur…
Start with yes or no
Products and services1 asked
Do you do gift wrapping?
We pride ourselves on our industry-leading gift service. Every order is wrapped by hand in recycled paper and tied with the ribbon of your choice. A h…
Start with yes or noLong: link the restMarketing words
Other1 asked
How do I water a fiddle leaf fig?
Needs an answer
Copy it
## Frequently asked questions
### Delivery and shipping
#### How long does delivery take?
Orders ship within 2 working days and arrive 2 to 4 working days after that.
#### Do you ship to Canada?
Yes. We ship to the US and Canada. Canadian orders take 5 to 8 working days and may carry import duty.
#### Can I change my delivery address after ordering?
Yes, until it ships. Email us and we’ll update it.
#### How much is shipping?
Shipping is $8 in the US and $14 to Canada. Orders over $75 ship free in the US.
### Hours, booking and finding us
#### What are your opening hours?
The shop is open Tuesday to Saturday, 10 to 5.
### Returns and refunds
#### Can I return a plant that arrived damaged?
Send us a photo within 7 days and we’ll replace it or refund it. Other returns are accepted within 30 days if the plant is unused. Read the full returns policy for what isn’t covered.
### Products and services
#### Do you do gift wrapping?
We pride ourselves on our industry-leading gift service. Every order is wrapped by hand in recycled paper and tied with the ribbon of your choice. A handwritten card goes in if you ask for one at checkout. We can post it straight to the person you are buying for. Wrapping is $4 an item, and we keep a note of birthdays if you would like a reminder next year.
Plain text with Markdown headings. Paste it as the page’s copy, then set the heading levels in your editor.
How it merges
Lines count as one question when they use the same key words in any order, so “do you ship to Canada” and “Do you deliver to Canada?” are one, and ship and deliver, or cost and price, count as the same word. Different questions about the same thing stay apart, and each merged line is listed under “Also asked”.
How it groups
By keywords: delivery, refund, price, opening hours and the like. Anything it can’t place goes to Other: Nielsen Norman Group says to always keep a group for what doesn’t fit. It guesses, so name your own groups with a # line, and read the order: the group asked about most comes first.
What the flags mean
A yes-or-no question that doesn’t start with yes or no, an answer longer than four sentences or eighty words, and a few stock marketing phrases, each from the advice in chapters 01 and 05. A flag is a prompt to read the answer again, not a verdict.
The HTML uses the browser’s own <details> element for the folded layout, so a question is a whole clickable row and nothing needs JavaScript. MDN describes it.
How do you write an FAQ answer?
Say the answer, then stop.
Start with the answer, add the one detail that stops the follow-up question, and link to the long version. Squarespace says three or four sentences at most, and Nielsen Norman Group says to open a yes-or-no question with yes or no.
Some questions are really requests. “Can I book a time?” wants a booking widget, “Can someone call me?” a callback button, and “How old do I need to be?” an age gate. Answer those with a line and a button, not a paragraph.
-
01
Yes or no first
Instead ofWe offer a range of delivery options to suit every customer.
WriteYes. We ship to the US and Canada. Canadian orders take 5 to 8 working days and may carry import duty.
A closed question gets a closed answer, then the detail that saves the next message.
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02
Say the limit
Instead ofReturns are subject to our returns policy.
WriteWithin 7 days, with a photo, if a plant arrives damaged, or within 30 days if it is unused. Read the full returns policy for what isn’t covered.
Say what is covered and what isn’t, then link the long version. Nielsen Norman Group says readers quietly ask whether an FAQ owns up to limits everyone already knows about.
Read in Nielsen Norman Group, FAQs Still Deliver Great Value Squarespace
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03
Cut the selling
Instead ofWe pride ourselves on industry-leading care for every customer.
WriteEmail help@fernhill.example or chat with us. We reply within one working day.
Readers ask whether answers are factual and frank or more like marketing hype. Give them the fact. The drafter flags a few stock phrases.
Read in Nielsen Norman Group, FAQs Still Deliver Great Value
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04
Use their words
Instead ofOrder fulfillment timeline
WriteHow long until my order arrives?
Questions should reflect the vocabulary and phrasing of your visitors, not your internal labels.
Read in Nielsen Norman Group, guideline 17 Nielsen Norman Group, FAQs Still Deliver Great Value
Where should the FAQ go on a website?
In the footer, and beside the question.
Link the page from the footer, and put each question beside the page that causes it. To add the section itself, use your site builder’s accordion or toggle block if it has one. If it doesn’t, paste the HTML tab from the drafter into an embed or code block on the page.
A page in the footer
One page, with a short list of topic links at the top even if the page is short. The footer is where people look when they can’t find something.
Questions beside the cause
Delivery on the product pages, billing on the pricing page, each with a link to the full FAQ.
A way out at the bottom
A chat, an email or a link to your contact page for the question that isn’t there. Nielsen Norman Group suggests it at the top and bottom of a long FAQ.
Guideline numbers are from Nielsen Norman Group’s report.
Did it work?
Count the repeats
Next month, paste the new questions into the drafter. A topic you answered well should drop down the list.
Fix the cause, not only the answer
If one question keeps arriving, the page that raises it is unclear. Nielsen Norman Group says not to use an FAQ to work around interface or navigation problems for long (guideline 4).
Prune
Delete answers that have gone out of date, merge duplicates (guideline 22) and move the answers people read most to the top (guideline 62).
An FAQ block for the page you’re on,
and a chatbot that reuses the list.
Publish the FAQ page in your site builder first, then use Builderify for the visitor who is already on a page and has a question. The FAQ block in the Floating Bubble shows your questions in the corner of the page, with a search box. The widget draws it, so it adds no text and no FAQ markup to your own page. That is why the page comes first.
One script tag installs Builderify. For which box it goes in on your platform, see how to add custom code to your website. If the questions come from people who found no answer, a site that gets visitors but no leads usually has the same gaps.
The FAQ block
Add questions and answers, drag them into order, and show them inside the bubble or behind a button that opens a page of its own. Rules for each block decide who sees it: device, new or returning visitor, traffic source and which URLs. A delivery FAQ can show on the product pages only, and you can add more than one block.
The AI Chatbot
In its Knowledge page choose Import, then Many Q&As, and paste the drafter’s AI Chatbot tab: up to 500 pairs at a time, or a CSV with question and answer columns. Later, Unanswered & insights lists what it couldn’t answer in the last 30 days, grouped by topic and most asked first, and Teach turns one into an answer.
Next month’s list
Live Chat, Support Tickets and the Inbox are where the next set of questions arrives. Paste them into the drafter again, beside the first set, and see which topics fell.
Start on the free plan: 250 credits a month and no monthly fee. AI answers are charged in credits based on what the model used, and the pricing page has the whole rate card. The AI Chatbot only answers from what you give it.
Start freeFAQ pages, answered.
Real questions from your customers, written the way they ask them, each answered in two to four sentences that start with the answer. Group them by topic with the most asked first, link long policies instead of pasting them in, and end with a way to reach you. A link in the footer makes the page easy to find.
No. Google stopped showing FAQ rich results in Search on May 7, 2026, and removed its documentation for them on June 15, 2026. Markup you already have can stay, because Google said in 2023 that structured data it does not use does not cause problems for Search, but it earns nothing there now. Spend the time on the answers instead.
As many as customers really ask, and no more. Start with the questions that reach you every week, add one when it arrives a third time, and remove answers that go out of date. If the page grows long, group it by topic and put jump links at the top.
Link the page from your footer, where people look when they cannot find something, and also put the relevant questions beside the pages that cause them, such as delivery questions on product pages, with a link to the full page. Nielsen Norman Group recommends both.
Either works. Accordions keep a long page short, especially on phones, and a short FAQ can simply stay open. If you fold the answers, make the whole question clickable and do not close one when another opens. The drafter's HTML tab uses the browser's own details element, which needs no JavaScript.
In the messages you already get: emails, chats, support tickets and what your team says it answers most. Copy them in the customer's words. If you run the Builderify AI Chatbot, its Unanswered & insights page lists what it could not answer in the last 30 days, grouped by topic and most asked first.
No. The FAQ block is drawn by the Builderify widget, either listed in the bubble with a search box or behind a button that opens the questions and answers. It adds no text and no FAQ markup to your own page, so publish the FAQ page in your site builder and use the block to put the top questions in front of visitors on the pages you choose.
Yes. On the AI Chatbot's Knowledge page choose Import, then Many Q&As, and paste pairs written as Q: and A: with a blank line between them, up to 500 at a time. A CSV with question and answer columns works too. The drafter on this page prints your list in that format.
Sources
- Google Search Central Documentation updates: the 8 May and 15 June 2026 entries
- Google Search Central Blog Changes to HowTo and FAQ rich results, 8 August 2023
- Google Search Central Optimizing your website for generative AI features on Google Search
- Nielsen Norman Group Strategic Design for Frequently Asked Questions (free report)
- Nielsen Norman Group FAQs Still Deliver Great Value
- Squarespace How to Create an FAQ Page
- MDN Web Docs The details element
Google’s pages were read on 1 November 2026. Its documentation page for the FAQ rich result is gone, so the dates in chapter 02 come from its update log and the 2023 post. Nielsen Norman Group’s guideline numbers are from its free report, and the three-or-four-sentence rule and the advice to link long policies out are Squarespace’s. The Builderify details come from the product itself on that date. Fernhill Plants, its questions and its answers are made up.
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