A good FAQ answers the questions that stop visitors from buying or contacting you: delivery times, returns, prices, how it works. Placed in the right spot, it removes doubts at the exact moment they appear. Here is how to add a FAQ section in WordPress that visitors actually use, and how to add FAQ structured data correctly.
Which questions to include
Do not invent questions. Use the ones you really receive:
- Questions customers ask by email, phone or chat.
- Objections your sales team hears.
- Searches people type on Google about your product or service (“how long does…”, “can I…”).
- Information buried in your terms that customers need: returns, cancellation, payment.
Write short, direct answers. Start with the answer (“Yes, within 30 days”), then add details and a link if needed.
Where to place a FAQ
- Product and service pages: three to six questions about that product, near the call to action.
- Pricing pages: payment, cancellation and refunds, see pricing page best practices.
- Checkout-related pages: delivery and returns.
- A help centre page with all questions grouped by sections and a search box.
Accordion or plain list?
An accordion keeps long FAQs readable: visitors scan the questions and open only what they need. Make sure it is accessible: questions must be real buttons or summary elements usable with the keyboard, and the content should remain readable without JavaScript. Native details / summary elements do this out of the box.
FAQ structured data
FAQPage structured data (JSON-LD) describes your questions and answers to search engines. A few rules:
- Only mark up questions that are visible on the page.
- Do not add the same FAQ markup twice (for example from an SEO plugin and a FAQ plugin).
- Do not expect special results everywhere: Google currently shows FAQ rich results mainly for well-known government and health websites. The markup still describes your content clearly.
Step by step with Faqly
- Install Faqly and go to FAQs › Add New.
- Add your questions and answers, grouped in sections if you have many.
- Insert the “FAQ” block in a page, or paste the shortcode into any page builder.
- Choose a style (cards, minimal, bordered), enable the search box for long FAQs.
- Check the page: FAQPage structured data is added automatically for the questions shown.
Try the search box on the live FAQ demo.
Keep it alive
Review your FAQ every few months: add new questions from customer emails, remove outdated ones, and update answers when your policies change. A FAQ that matches reality reduces support requests and builds trust. For more trust elements, see social proof on WordPress.
Frequently asked questions
How many questions should a FAQ have?
Three to six on product and service pages; as many as needed on a help centre page, grouped by sections.
Will FAQ schema give me rich results in Google?
Google currently limits FAQ rich results mainly to authoritative government and health sites. The markup remains valid and describes your content.
Can I reuse the same FAQ on several pages?
Yes. With a FAQ plugin, you manage it once and display it wherever you need.