FAQ sections that actually answer the question

FAQ sections do one thing on landing pages: they catch the visitor's last objection before the CTA. Anything else belongs in docs. The mistake most teams make is treating the FAQ as a kitchen sink for every question support has ever fielded.

Three FAQ patterns

1. The accordion

Click to expand, one or many open at a time. Compact, scannable, the safe default. Works for 6–12 questions. Past that, visitors stop scanning and start scrolling past.

2. The two-column

Questions grouped into two columns, answers visible by default. Used by Notion, Linear's old pricing page. Works when the answers are genuinely short and the section is structurally part of the page, not a sidebar.

3. The search-driven FAQ

A search input at the top, categorized questions below. This isn't a landing-page FAQ, it's a help center. Don't ship it on a marketing page; ship it at /help or /docs.

Which questions belong on the page

An FAQ on a marketing page should answer questions that block conversion. Not how do I export data, but is my data private. Not what platforms do you support, but will this break if I switch from Stripe to Paddle.

1. 01Pricing objections. "Why is it more expensive than X?" "Is there a free tier?" "Can I cancel anytime?"
2. 02Trust objections. "Who owns my data?" "Are you SOC 2?" "What happens if you shut down?"
3. 03Fit objections. "Does this work for teams under 10?" "Do I need to know SQL?" "Can I migrate from Y?"

How to write the answer

Answer the literal question in the first sentence. Yes, you can cancel anytime, no contracts. Then expand if needed. Visitors are scanning for the verdict, not reading for context.

Don't use the FAQ to upsell. "Can I cancel anytime?" answered with "Yes, but here's why you wouldn't want to" is a slimy answer that costs more trust than the upsell is worth.

Build one

The accordion-faq and two-column-faq entries have the structures and tuned prompts. Search-driven FAQ belongs in your help center, not your landing page.