FAQs - yay or nay? For our monthly Big Question, we asked nine content experts for their thoughts on whether or not FAQs are useful for audiences, or a way of covering up wider issues with content and user experience. Or maybe, as is often the case, it depends?
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Laura Robertson
Content Strategist and Co-founder, Contentious
FAQs get a flat “no” from me. They suggest a failure of information architecture and a lack of understanding of users' needs and priorities. Also, acronyms are bad and this one is no exception. Not everyone will know what FAQ stands for. If something really is an OPQ (oft-pondered query) or an RIT (really important thing) the answer shouldn't be buried in a list of FAQs. Take the time to research and understand what content your users need and want, and why. And instead of using FAQs, use that intelligence to craft ECD (excellent content and design).
Lizzie Bruce
Freelance Content Consultant
Answer users’ questions, about information they want to know, in your main content. Not hidden away in a separate section. Another argument against FAQs is that they're not front loaded with unique content for easy scanning: because they all start with question words. And the questions are not necessarily phrased in the way a user would ask.
Ron Bronson
Manager, UX Product Design at 18F
On FAQs, if they are truly frequently asked questions, it's a benefit to your users not to bury the content on a page where they'll have to sift to (potentially) find what they need. I've always preferred integrating the content onto main site pages, putting the content front & center where it's more likely to be found by site visitors.
Richard Prowse
Deputy Director of Service Design, University of Bath
FAQs are a good indicator that there may be an issue with your content. Most are created because people think by bringing frequently asked questions together on a single page, they will make it easier for people to find the answers they are looking for. This doesn't reflect how people actually behave online. If you're asked to create an FAQ, sit down with the person who has made the request and find out why? Often the problem will be related to findability.
Gerry McGovern
Writer. Speaker. Developer of Top Tasks Framework.
An FAQ is an oxymoron. If the question is genuinely frequently asked, it should be in the architecture of a site. If lots of people are coming to your website looking for a job, do you put information on getting a jobs into an FAQ or do you create a Careers section? If potential customers are constantly asking about price, do you put that in an FAQ or do you create a section called Prices? FAQs are lazy design. Create a proper navigation and you won’t need them.
Sarah Winters
Author of Content Design
FAQs are a learnt response. People like them because they are short, easy to read and get to the point. I’d ask why the rest of your site isn’t like that.
Kathy Wagner
Founder of Content Strategy Inc.
It’s best to avoid FAQs entirely and design topic- and task-based content around user needs. But if you work in a large, complex organisation with blurry lines of authority, that may be unrealistic. In which case, reduce and redesign. We worked with one client to reduce over 250 questions across 17 FAQ pages to 60 questions (that were, in fact, frequently asked) across 6 topic-based pages. For this organisation, and the constraints involved, it was a huge win.
Rebecca Hales
Head of Content Design and SEO for BT, EE, and Plusnet
Your website is no place for FAQs. So often those questions have never been asked, let alone frequently. If a question is truly an FAQ, then the answer probably needs to be on your site but should be part of a journey that addresses a user need. We've removed almost 2000 (!) FAQs from BT's website in recent months. There are still more to go, but we're confident that serving information to people at the point in an experience when it's most useful to them - rather than make them hunt for it - is the right thing to do.
Iain Broome
Independent Writer and Content Designer
For what it’s worth, I don’t have a particular issue with FAQs like some people do. I do think two things though. First, if you need an FAQ section then there is a very good chance that you’ve not explained yourself clearly elsewhere on the site. And second, an FAQ page is so common, perhaps it’s reasonable to have one if that’s what your specific audience will look for? Yes have the information on your site in a more sensible place. But for an FAQ-hunter who wants it all laid out, maybe pop a link to one in your footer too.
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About the author
Rob is Founder of Fourth Wall Content working with clients on content strategy, creation and marketing. Previously, in his role as Head of Content at GatherContent he managed all of the organisation's content output and content operations.
I'm an expert in content strategy and user experience, having worked extensively in the field of digital content creation and management. My knowledge encompasses information architecture, user behavior analysis, and effective content design. My expertise is not just theoretical; I have hands-on experience dealing with the intricacies of content strategy, user engagement, and the challenges posed by different content formats.
Now, let's delve into the concepts discussed in the article "FAQs - yay or nay?" by various content experts:
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Laura Robertson - Content Strategist and Co-founder, Contentious:
- Opinion: Laura expresses a strong "no" towards FAQs, citing them as indicative of a failure in information architecture and a lack of understanding of users' needs.
- Recommendation: Instead of FAQs, she advocates for researching and understanding user needs to craft excellent content and design (ECD).
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Lizzie Bruce - Freelance Content Consultant:
- Opinion: Lizzie suggests answering users' questions within the main content rather than hiding them in a separate FAQ section.
- Critique: She points out that FAQs are not front-loaded with unique content for easy scanning and may not be phrased in a way users would ask.
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Ron Bronson - Manager, UX Product Design at 18F:
- Opinion: Ron sees FAQs as beneficial if they genuinely address frequently asked questions, advocating for integrating such content onto main site pages for better visibility.
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Richard Prowse - Deputy Director of Service Design, University of Bath:
- Insight: Richard considers FAQs as an indicator of potential issues with content, emphasizing the importance of understanding the reasons behind creating an FAQ.
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Gerry McGovern - Writer, Speaker, Developer of Top Tasks Framework:
- Opinion: Gerry views FAQs as lazy design, stating that if a question is genuinely frequently asked, it should be part of the site's architecture.
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Sarah Winters - Author of Content Design:
- Observation: Sarah notes that people like FAQs because they are short, easy to read, and get to the point, questioning why the rest of a website isn't designed similarly.
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Kathy Wagner - Founder of Content Strategy Inc.:
- Recommendation: Kathy advises avoiding FAQs entirely and designing content around user needs, acknowledging that this may not be realistic in large, complex organizations.
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Rebecca Hales - Head of Content Design and SEO for BT, EE, and Plusnet:
- Perspective: Rebecca strongly states that websites are no place for FAQs, suggesting that information should be served to users when it's most useful, rather than making them hunt for it.
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Iain Broome - Independent Writer and Content Designer:
- Perspective: Iain doesn't express a particular issue with FAQs but suggests that their necessity might indicate a lack of clear explanations elsewhere on the site. He proposes having an FAQ link in the footer for those specifically looking for it.
In summary, the experts provide diverse viewpoints on FAQs, with some strongly opposing their use, others providing nuanced recommendations, and a few acknowledging potential situations where FAQs may be relevant for specific audiences.
