Writing Clear and Direct FAQs

𝗙𝗔𝗤𝘀 𝗰𝗮𝗻 𝗯𝗲 𝘆𝗼𝘂𝗿 𝗯𝗲𝘀𝘁 𝗰𝗹𝗼𝘀𝗲𝗿𝘀...𝗶𝗳 𝘆𝗼𝘂 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗮𝗻𝘀𝘄𝗲𝗿 𝗿𝗲𝗮𝗹 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀. We’re in the middle of this with a multi-location outpatient client right now. Their FAQ page was full of fluff like: → “What are your hours?” → “Do you offer individualized care?” Fine. But nobody’s on the fence about getting help because they don’t know your hours. They’re wondering: → “What if my boss finds out?” → “How will I afford this?” → “Will my son hate me if I make him go?” Real questions. Real fears. Most centers keep it buttoned-up and corporate. But the ones who pull back the curtain? They build trust fast. When your FAQ page sounds like it was written by a human. Not a PR team. It can actually convert people. Want to stand out? Speak to what they’re actually thinking. Not what sounds good in a board meeting.

Prompt Engineering Isn’t About Fancy Jargon—It’s About Asking Better Questions We’ve all had that moment: you open ChatGPT, type something in, and the answer feels… meh. Then you rephrase, add a bit of context, and suddenly the response is ten times better. That’s the magic of prompt engineering—and it’s less about “engineering” and more about learning how to talk to AI in a way it understands. Think of it like giving directions. If you tell someone, “Drive me somewhere nice,” you’ll get wildly different results. But if you say, “Take me to a coffee shop within 10 minutes that’s quiet and has Wi-Fi,” you’ll probably end up exactly where you want to be. AI works the same way. The quality of your output depends on the clarity of your input. So, how do you get better at it? Here are three practical tips with CX and EX use cases: 1️⃣ Set the scene for CX. A retailer asked AI: “Help us handle customer complaints.” The output was too general. We reframed it as: “Draft empathetic responses for customers asking about late deliveries, offering a status update and a discount code for future orders.” Now the AI produced replies that were not only polite but also improved customer satisfaction. 2️⃣ Break big tasks into steps for EX. An HR team asked AI: “Create an employee onboarding plan.” The result was broad and not useful. We broke it into steps: Step 1: Draft a welcome email for new hires. Step 2: Create a 30-day checklist of tasks for managers. Step 3: Suggest 3 ways to collect feedback after 60 days. This gave HR a clear, structured plan they could use immediately. 3️⃣ Use examples for CX + EX. A bank wanted AI to generate FAQs for both customers and employees. Their first prompt: “Write FAQs for credit cards.” The results felt generic. So they gave AI an example: “Q: How do I increase my credit limit? A: Log into your account, click ‘Manage Credit Limit,’ and submit your request in minutes.” With that style guide, the AI created clear, consistent FAQs for both customer self-service portals (CX) and internal helpdesk systems (EX). Why does this matter? Because we’re moving into a world where knowing how to use AI tools will be as important as knowing how to send an email. Leaders who master prompting will move faster, think bigger, and execute better. It’s not about becoming an AI engineer. It’s about becoming a better communicator for both your customers and your employees. Takeaway: Prompt engineering is just smart communication. The clearer your input, the more valuable your output—whether that’s a faster customer response or a smoother employee experience. Now I’m curious—if you had AI draft one thing today to improve CX or EX in your business, what would it be?

Most FAQs are useless. Here’s how to fix them. FAQs can be conversion gold—or they can take up space and do nothing. The difference? Great FAQs answer real customer questions. Useless FAQs answer what the brand wants to say. FAQs don’t just help users—they help you. If one question is consistently clicked and those users convert 20% higher than average, that’s a signal. Take that insight and move it further up the page. Use it in your PDP copy, or even in your media. Let your customers guide what you emphasize. But here’s the problem: Too many FAQs are full of jargon and fluff. We once worked with a brand whose FAQ included, “What is [our proprietary tech]?” It was a deep dive into tech-speak no one asked for—or understood. The result? Almost zero clicks. No impact. Total waste of space. Stick to practical, actionable questions that reduce friction and build confidence. Where FAQs really shine is in solving product-specific anxieties. - “Will this fit me?” - “How do I install it?” - “Will this work for my use case?” Answering these real questions gives customers the confidence to convert. The takeaway? Every FAQ needs to earn its place on the page. Start with customer service logs, reviews, and surveys to uncover the questions your audience is actually asking. Then, use data to refine, track, and reposition what’s working. What’s the most pointless FAQ you’ve seen? I could use a laugh 👇

98% of all FAQ sections on the internet Are a joke. (a boring one) Just bland placeholder questions slapped on. 0 research. 0 thought. 0 value. Stuff like: “Is there a warranty?” “How long is the delivery?” “Do you have free shipping?” Cool... That’s an FAQ section just for the sake of having it. Everyone answers the same things. It’s generic. It’s forgettable. It’s useless. You need to eliminate your customer's doubts Before they even appear in their head. And for that, you need to do some digging → Dig through Ad comments. → Dig into forums like Reddit and Quora. → Dig into abandoned cart reasons via surveys. → Dig into competitors and what people lack there. → Dig through customer support chats for concerns. Find what insecurities freeze customers at checkout. Or even before adding to cart. Then... answer those questions word for word. You’ll build more trust. You'll make actual sense. You'll earn more trust + revenue. — P.S. Do you read FAQs on pages at all?