Marketing & GrowthFree tool
FAQ Section Generator for Your Website
An FAQ section for your page: the questions customers really ask, short answers from your own facts, and the gaps only you can fill.
Free to start · Opens in your River workspace, ready to edit and share
How to write an FAQ section for your website
An FAQ (frequently asked questions) section is a short list of the questions people ask before they buy, book or sign up, each with a direct answer. It sits on the page where those doubts come up. A good one takes its questions from real customers and opens every answer with the yes, no, price or time. It uses your actual prices and policies, and links to the full policy where one exists.
The rule that matters most: every answer is a promise. People decide on what your FAQ says, so publish only what you would honor if someone held you to it.
Collect the questions people really ask
Made-up questions are the classic FAQ mistake. Nielsen Norman Group, a user experience research firm, ranked them seventh among the top 10 web design mistakes of 2002. In a 2014 article it put the fix bluntly: if you're listening to your users, you know what their questions are1.
- Your inbox and chat logs: answers you've typed more than twice
- Whoever takes sales or booking calls: they can list the doubts from memory
- Reviews, yours and your competitors': what surprised or disappointed people
- Cancellations and returns: the reasons people give
- Your site search and Google Search Console: the words people type
Write each question in the customer's words, not your internal terms, and note how often it comes up over a month or two. The questions that repeat, and the ones asked just before someone buys or walks away, make your shortlist.
Pick the questions that decide a sale
Buyers hesitate over the same few things in most businesses. Cover each one that applies to you, starting with whatever most often stops a sale. Past eight or so questions, group them under two to four short headings.
What buyers want settled before they commit
| Topic | What they want to know | Example question |
|---|---|---|
| Price | The total, and what it includes | "Is the $65 price for everything?" |
| Timing | How soon, and how long it takes | "How far ahead do I need to book?" |
| If it goes wrong | Refunds, cancellations and guarantees | "What if I need to cancel?" |
| Fit | Whether it suits their situation | "Do you groom nervous dogs?" |
| Getting started | The first step | "How do I book?" |
| Logistics | Where it happens and what they provide | "Do you need to use my power outlet?" |
| Limits | What you don't do | "Do you groom cats?" |
Example questions from an illustrative mobile dog groomer.
Leave out questions that exist only to praise you, such as "Why are we the best choice?" Nielsen Norman Group notes that people reading an FAQ may be judging your business before they buy. Their unspoken questions include whether the answers seem factual and frank or more like marketing hype1, and whether the FAQ admits known limits. A plain "No, we don't groom cats" earns its place.
Lead every answer with the answer
Put the yes, the no, the price or the time in the first few words, then add one or two specifics. This is the inverted pyramid, which Nielsen Norman Group recommends for the web so readers get the main point regardless of how much they read2.
Most answers need two or three sentences. When one needs more, such as a full refund policy, put the detail on its own page and link to it from a short answer.
Question: "What if my dog is nervous?"
Before: "Every dog is unique, and our caring team always goes the extra mile to make grooming a positive experience."
After: "Yes, we groom nervous dogs. We book them into the first slot of the day, when the van is quiet, and you're welcome to stay nearby. If your dog gets too stressed, we stop, and you pay only for the work done."
- Answer first. "Yes" settles the question before any detail.
- Specifics, not adjectives. A time slot and an offer to stay replace "caring" and "unique."
- A real policy. The last line is safe to publish only if it's true today.
Only promise what you'll honor
Customers act on your answers, and a business can be held to them. Air Canada's website chatbot told a grieving customer they could claim a bereavement fare after flying, which the airline's policy didn't allow. In 2024, British Columbia's Civil Resolution Tribunal ordered the airline to pay C$812.
Air Canada argued that the correct policy was on another page. The tribunal held the airline responsible for all the information on its website3, "whether the information comes from a static page or a chatbot." It saw no reason customers should have to check one page against another. When a price or policy changes, update the FAQ the same day.
Shipping answers carry rules of their own. In the US, the FTC's Mail, Internet, or Telephone Order Merchandise Rule covers most goods sold by mail, phone or online. If you state a shipping time, you need a reasonable basis to expect you can ship within it4. If you state none, you need that basis for shipping within 30 days of a completed order.
Leave a gap rather than guess
If you haven't settled a refund window or delivery area, decide it before the FAQ goes live. For refund, warranty and subscription answers, have whoever owns the policy, or your lawyer, check the wording.
Put your FAQ section where doubts come up
Some answers are too important to leave in an FAQ. In 2013, Sarah Richards of the UK's Government Digital Service explained why GOV.UK doesn't use FAQs5. If a question is asked often, she argued, the answer belongs in your existing content, structured so clearly that no second page has to repeat it.
So put price and what's included in your main copy. If that copy needs work, rewrite your value proposition and page copy first. Then place the FAQ section close to the buy or book button, where people hesitate. When the doubt is "Will this work for a business like mine?", a short customer case study answers it better than any FAQ line.
Set the questions apart from the answers, in bold or larger type, so readers can scan them. When a list outgrows the page, give each topic its own page.
Write for readers, not search features
Don't add an FAQ to win space in Google's results. Google stopped showing FAQ rich results on May 7, 20266. Those were the expandable questions under some listings, and since 2023 they had appeared only for well-known government and health sites.
Google's AI answers don't need special markup either. Its guide to those features says structured data isn't required for generative AI search7, and there's no need to break pages into small chunks: make pages for your audience. For an FAQ, that means questions in your customers' words and answers that make sense on their own.
Once the section is live, check your inbox each quarter for new repeats and retire questions nobody asks anymore. To see whether AI assistants mention your business when buyers ask about your field, run an AI search visibility report.
Before you publish your FAQ section
- Every question came from a customer, a call or a review
- Each answer opens with yes, no, a price or a time
- Every fact matches your policy pages today
- Nothing promises a policy you haven't decided
- Price and what's included also appear in the main copy
- Policy answers link to the full policy
The tool at the top of this page drafts the section from your page and your customers' questions, and lists the gaps you still need to fill.
How it works
Paste your page or its link, and add the questions customers ask or a few support emails. Drop in a price list or policy if you have one. River reads it all, picks the questions that matter to buyers like yours, and writes the section in your workspace using only your prices, policies and wording. Any important question your material doesn't answer goes on a list of gaps to fill instead of being made up.
Answer the gap questions in the chat, and River adds your answers to the section. You can also ask for a shorter version with the six questions that matter most.
Share your page
Paste the page text or a link, plus the questions customers ask or a few support emails.
River picks the questions
It starts with your customers' own questions, then adds the doubts buyers in your field usually have.
Get your FAQ section
Between 8 and 12 grouped questions with short answers from your facts, plus a list of gaps to fill.
Fill gaps, then publish
Answer the flagged questions in the chat, edit anything you like, then copy the section to your site.
What you get
- Between 8 and 12 questions, drawn from what your customers ask and the doubts common in your field
- Answers that open with the yes, no, price or time, then give one or two specifics
- Questions grouped under two to four short headings, with the ones that decide a sale first
- A "Gaps to fill" list of the policies or details you still need to decide before publishing
- A "Move to the main page" list of answers too important to bury in an FAQ
- An editable page in your River workspace, written in your page's voice, with policy links suggested
Common questions
What should an FAQ section include?
An FAQ section should include the questions buyers ask before they commit, each with a short, direct answer. For most businesses that means price and what it includes, timing, refunds and cancellations, whether the offer suits them, and how to get started. Add an honest answer about what you don't do, and link each policy answer to the full policy.
How do I write an FAQ section with River?
Paste your page or its link into the box at the top of this page, and add the questions customers ask, or a few support emails with personal details removed. River picks the questions that matter, answers them only from your facts and lists any gaps. The section opens in your free River workspace, ready to edit and copy to your site.
How many questions should an FAQ section have?
Aim for about 6 to 12 questions on a product, pricing or booking page: enough to settle the doubts that stop a sale without burying the important ones. River writes 8 to 12 and can cut them to the six that matter most. If you have many more, split them by topic onto a separate FAQ page.
Does FAQ schema still get rich results in Google?
No. Google retired FAQ rich results on May 7, 2026, having shown them only for well-known government and health sites since 2023. Its guidance also says structured data isn't required to appear in its AI features. FAQPage markup won't bring the rich result back, but River can prepare it for your developer if you want it anyway.
Will it make up policies or prices I haven't mentioned?
No. Every answer comes from the page, link, notes or files you provide. When an important question needs a fact you haven't given, such as your refund window, River lists it under "Gaps to fill" with what you need to decide. Customers can hold you to what your site says, so nothing is filled in by guesswork.
Should I have an FAQ page or an FAQ section?
Many businesses need both, because they do different jobs. An FAQ section sits on a product, pricing or booking page and settles doubts about that offer, close to the button. An FAQ page collects broad questions about the business, such as delivery, returns and accounts. Either way, put what nearly everyone needs, like price, in the main copy.
Is the FAQ section generator free?
Yes, it is free to start. Your FAQ section opens in a River workspace, where you can edit it, share it with your team or ask River to change it. Paid plans add more AI use and access to the most advanced models.
Sources
Nielsen Norman Group. “FAQs Still Deliver Great Value.” nngroup.com (opens in a new tab)
Nielsen Norman Group. “Inverted Pyramid: Writing for Comprehension.” nngroup.com (opens in a new tab)
Civil Resolution Tribunal. “Moffatt v. Air Canada.” decisions.civilresolutionbc.ca (opens in a new tab)
eCFR. “16 CFR 435.2: Mail, Internet, or telephone order sales.” ecfr.gov (opens in a new tab)
Government Digital Service. “FAQs: why we don’t have them.” gds.blog.gov.uk (opens in a new tab)
Google for Developers. “Latest Google Search Documentation Updates.” developers.google.com (opens in a new tab)
Google for Developers. “Google's Guide to Optimizing for Generative AI Features on Google Search.” developers.google.com (opens in a new tab)
Built by
Chandler Supple
Co-founder & CEO, River
Chandler has spent the last six years working in AI, building tools for millions of users and Fortune 100 companies. In 2025, he co-founded River to build a new kind of operating system for AI agents.