How to write FAQ’s on your website for CPG Brands
One of the most overlooked revenue-driving sections on most CPG websites is the FAQ page.
You may be thinking people don’t actually read this part. Customers just want to look at the reviews and hit add to cart.
This is where you are losing money.
Every unanswered question is a reason for a customer to hesitate, leave your site, or, worse, buy from a competitor that makes them feel more confident.
FAQs aren’t just for answering customer concerns about allergies, shipping costs, and refunds.
They are decision-making tools.
It's your way to affirm your consumers' decision to purchase from you.
Yes, social proof is extremely important, but that comes after the purchase.
They have the opportunity to bring clarity to a consumer who may be skeptical.
They reduce hesitation and build trust with customers who have never heard of your brand.
I’ve written FAQs for numerous CPG founders, and here are the core areas you should address on your website. This could work for food, beverage, non-food, and other consumer brands.
Questions Every CPG Website Should Answer
Product Safety & Ingredients
What is in your product
Who should or should not use it
Allergy information
Certifications or testing standards
Shipping & Fulfillment
Costs
Timelines
International shipping
Lost or damaged package policy
Product Differentiation
How do you compare to obvious competitors?
Why is your formula, sourcing, or process different?
Usage & Results
How to use the product
How often to use or replace it
When customers should expect results
Availability
Where to buy (DTC, retail, Amazon, etc.)
Support
How to contact customer service
Response time expectations
Subscriptions & Billing
Skip / pause policies.
Payment methods
Cancellation rules
Brand & Company Info (Optional but Powerful)
Careers
Partnerships
Wholesale
Bonus tip: Categorize your questions by topic. Do not write a long page of FAQs. Shipping questions and ingredient questions should not be in the same category.
Customers looking for shipping answers should not have to scroll through ingredient questions to find them.
If you want to increase DTC sales and improve your customers' buying experience, I will tell you all how to do so here.
