Build an FAQ from real questions about delivery, payment and order tracking. Put answers where shoppers need them.
Start with questions customers actually ask
Review the messages your team receives and group them by stage: choosing a product, checking out, delivery and tracking. Keep the customer’s wording when it is clear. If most messages are about shipping fees, start by making those fees visible where buyers make their decision.
Related guide: plan your online store.
Put answers close to the decision
Sizing belongs on the product page. Questions about fees or payment methods should be answered before shoppers confirm the order. Tracking information belongs in the order confirmation. Use the central FAQ to gather common answers and link to the relevant page when terms differ.
Related guide: prepare your website content.
Give readers a next step
Start with the answer, then give any condition and the next action. If delivery times vary by city, explain where shoppers can see the estimate that applies to them. For address changes, explain whom to contact, what details to include and when the team can still make the change. Publish terms your store can actually follow.
Keep answers consistent across pages
Choose one reference page for each set of terms and link to it from other pages. When delivery options change, check the FAQ, cart and confirmation message together. Review all language versions at the same time: an outdated translation can give customers a different expectation.
Related guide: organise language versions.
Test the FAQ with a real scenario
Ask someone to choose an item on a phone, find the delivery cost and work out how to track their order. Note where they hesitate. If they need to search a long list for an answer, move it closer to that step. Keep a contact option for cases a standard answer cannot cover.
Related guide: check the website before launch.
What should you budget for?
FAQ and answers at key steps
Question selection, copy and placement on the relevant pages.
Help centre for several customer journeys
Categories, language versions and a process for staff to update answers.
Frequently asked questions
How many questions should we publish?
Start with questions that block purchases or lead to repeated messages.
Should we repeat answers on every page?
Show a short answer where it helps and link to the full terms.
Can we use expandable sections?
Yes. Test them on phones and with a keyboard, and keep essential terms visible at checkout.
Should the FAQ include contact details?
Yes, so customers can explain a situation standard answers do not cover.
When should we update answers?
Whenever terms change or customer messages show an answer is still hard to find.