If you run a B2B website, you know the drill: prospects have a million questions, your sales team repeats themselves all day, and your help docs are either ignored or out of date. A good FAQ page can save everyone a headache—but most FAQs are a mess. They’re vague, outdated, or just plain useless.
This guide is for anyone who’s tired of bad FAQ pages and wants to build something that actually answers real customer questions. I’ll walk you through using the Frase answer engine to create detailed, useful FAQ pages for your B2B site—without drowning in hype or pointless features.
Why Most B2B FAQ Pages Stink (and Why You Should Care)
Let’s be honest: the average FAQ page is an afterthought. It’s a dumping ground for random questions, written in corporate-ese, and nobody updates it. The result? Customers don’t find answers, your team keeps fielding the same emails, and your site looks out of touch.
A good FAQ page should: - Actually answer the questions people ask (in their words, not yours) - Be easy to update as your product changes - Show you understand your customers’ real concerns
That’s where a tool like Frase can help—if you set it up right, and don’t just trust the AI to do everything for you.
Step 1: Gather Real Customer Questions (Don’t Skip This)
Before you touch any software, you need to know what people are actually asking. Don’t make up questions based on what you wish they’d ask.
Where to look: - Support tickets and help desk logs - Sales call transcripts or CRM notes - Search terms from your site search bar - Chat logs (if you have live chat) - Comments from webinars or demos
Pro Tips: - Don’t just copy and paste. Clean up the language, but keep it close to how people really talk. - Prioritize questions by frequency and impact. If you’re not sure, ask your support or sales team what they get asked all the time.
What to ignore:
“Why is your product so great?” Nobody actually asks that. Skip marketing fluff and focus on real, sometimes tough, questions.
Step 2: Organize Questions into Sensible Categories
A wall of text is no fun to read. Break your FAQ into logical sections so buyers can actually find what they need.
Common B2B FAQ categories: - Product features & limitations - Pricing, contracts, and billing - Security and compliance - Onboarding and integrations - Technical requirements - Support and troubleshooting
Don’t invent categories just to look impressive. Stick to what makes sense for your customers.
Step 3: Sign Up for Frase and Set Up a New Project
Now that you have your questions, head over to Frase and sign up if you haven’t already. Once you’re in, create a new project for your FAQ page.
A few setup tips: - Give your project a clear name (e.g., “Acme Corp FAQ – June 2024”) - Import any existing FAQ content you have. Frase can analyze it, but don’t expect miracles—AI can’t fix garbage input. - Connect your knowledge base or help docs if possible. This lets Frase pull in more context.
Honest take:
Frase is pretty good at organizing and summarizing info, but it can get confused if you throw a ton of outdated or duplicate content at it. Clean up your source material first.
Step 4: Use Frase Answer Engine to Draft Your FAQ Content
This is where Frase’s answer engine can actually help. Paste in your list of questions, or let Frase crawl your knowledge base. It’ll attempt to generate answers.
What works: - For straightforward or technical questions, Frase can draft a decent first version. - It’s good at pulling definitions or summarizing simple processes.
What doesn’t: - Nuanced, sales-sensitive, or legal questions—AI will give vague or generic answers. - Anything requiring up-to-the-minute info (like new features or pricing) often needs a manual update.
What to do: - Review every AI-generated answer. Edit for accuracy, clarity, and tone. - Add examples or context where needed. B2B buyers love specifics. - Flag anything that needs a human touch—don’t trust the AI to get legal or compliance stuff right.
Pro Tip:
Keep answers short, direct, and honest. If you don’t know something, say so (and offer a way to get more info).
Step 5: Structure and Format Your FAQ for Clarity
The best FAQ pages are easy to scan and don’t hide the good stuff behind clicky tabs or endless scrolling.
Formatting tips: - Use clear headings for sections. - Make each question a subheading, with the answer right below. - Use bullet points or numbered steps for multi-part answers. - Add links to more detailed resources if people want to dig deeper.
What to ignore:
Overdesigned accordion menus or fancy animations. They usually just slow people down.
Step 6: Integrate FAQ Content Into Your Website
Once your FAQ is ready, you need to get it live. Frase gives you a few options (export as HTML, embed, or sync with your CMS).
What actually works: - Exporting as HTML and pasting into your site. It’s simple and you keep control. - Embedding the Frase answer engine directly—this works if you want a “smart” search bar for your FAQ, but be careful. If your site is slow or you care about SEO, too much embedded JavaScript can hurt ranking and speed.
What to watch out for: - Don’t rely 100% on Frase’s widget for SEO-critical content. Google prefers static, crawlable pages. - Always check how the FAQ looks on mobile—lots of B2B buyers are on the go.
Step 7: Set Up a Maintenance Process (So Your FAQ Doesn’t Rot)
No FAQ page is ever “done.” Products change, prices shift, and customers get smarter.
How to keep your FAQ fresh: - Set a calendar reminder to review the FAQ every quarter (or monthly if things change fast). - Use Frase’s analytics (if you’re using the answer engine widget) to see what people are searching for—and what they’re not finding. - Ask your sales and support teams to flag new or confusing questions.
Pro Tip:
If you notice the same question keeps popping up that isn’t answered, add it. Don’t wait for a “big update.”
What to Skip (And What Not to Worry About)
There are a million “best practices” out there. Most don’t matter.
Don’t stress about: - Matching every competitor’s FAQ. Focus on your real customers. - Making every answer perfect. Clarity beats cleverness every time. - Loading up on SEO keywords. Write like a human; Google’s gotten smarter.
Do focus on: - Answering real questions, clearly and honestly - Keeping things organized and up-to-date - Making it dead simple for people to find what they need
Keep It Simple—And Keep Improving
A detailed, well-organized FAQ page can save you time, help your customers, and even close more deals. But don’t overthink it. Gather real questions, use Frase to speed up the grunt work, and always double-check the answers before they go live.
Remember: simple, honest, and updated beats fancy and forgotten. Iterate as you go, and your FAQ will actually help your business—not just take up space on your site.