1. DoggieLawn

DoggieLawn sells real-grass potty pads for dogs on a subscription. Its 32 questions sit in four groups, in the order a customer meets them: signing up, shipping, billing, and other. The questions keep the customer's worry in, and most answers open with the answer itself ("Absolutely!", "DoggieLawn ships Monday - Friday."), then give exact cut-off times with a worked example. The page ends with a phone number and the contact page.

  • "I'm going out of town next month. Can I suspend a shipment?"
  • "Ruh-roh. I tracked my shipment and it shows that it was delivered but it's missing. What do I do?"
  • "My grass smells like dirt? Is this normal?"

2. The Sill

The Sill sells houseplants and a plant-of-the-month subscription. Its FAQ has about 39 questions in seven groups, one of them for the season: a "Winter Shipping" group covers cold-weather packaging and orders held when it's too cold to ship. "What happened to the rewards program?" says plainly that the program ended, and why. Product pages carry FAQs of their own: the snake plant's page asks "How big does a Snake Plant grow?"

  • "My plant arrived healthy but now it's not doing well. What should I do?"
  • "Why does my plant look different from the website?"

3. Liquid Death

Liquid Death sells canned water and other drinks. Its 31 questions, in seven groups, are full of jokes, but each answer states the fact before the joke: "Yes, all of our beverages are gluten free and vegan." A group about orders placed on Amazon sends those questions to Amazon, and answers link to the contact page from inside, where the reader needs it.

  • "I forgot to enter the discount code for my order. How can I get the discount applied?"
  • "I'm pregnant. Can I drink Liquid Death?"

4. Magic Spoon

Magic Spoon sells high-protein cereal. Its 30 entries sit in five groups, with buttons at the top that jump to each one. It says plainly what it doesn't offer: no expedited shipping, no samples, and in the last entry, "We don't have a customer support phone line, but we promise to get things sorted for you over email."

  • "Help! My package says it was delivered, but it's not here!"
  • "Why is this more expensive than “regular” breakfast options?"

5. Athletic Brewing

Athletic Brewing sells non-alcoholic beer. Its FAQ is large, 157 questions with a group for each beer, and every answer has a page of its own that can be shared. It asks the awkward question customers are thinking, "Why are online prices sometimes higher than in-store?", and answers it point by point. What it lacks is a way out: the FAQ page itself offers no way to reach a person, only the footer's help link.

  • "Who drinks non-alcoholic beer, anyway?"
  • "Does non-alcoholic beer actually taste good?"

6. Bearaby

Bearaby sells weighted blankets. With about 127 questions, its FAQ opens on "How can we help you?" over a search box, then fourteen topic cards, each with a line saying what's inside. It names the fee customers ask about and lists it per item, and its health questions point back to a doctor.

  • "What's the deal with the processing fee?"
  • "Does insurance cover weighted blankets?"

7. HEY

HEY is a paid email service. Its 22 questions sit under an index of links at the top, in groups named the way people ask ("Can it? Will it? Does it?"). Every answer starts with the verdict, even when it's no: "Absolutely not.", "No.", "It depends." It says outright that it doesn't import old email from Gmail or Outlook. One answer shows the age a FAQ picks up: the calendar answer still says "It's all new for 2024."

  • "Why should I trust you with my email?"
  • "If I cancel, does someone else get my @hey.com address?"

8. Tailscale

Tailscale sells networking software, and its FAQ sits where billing questions come up: under the plans on the pricing page, 43 questions in six groups, from the free trial to overages. After a pricing change it added a group for the people on retired plans, and it explains the change in one sentence: the old pricing "led to unpredictable billing."

  • "What happens if we have vacant seats at the end of a billing period?"
  • "How can I avoid overage charges? Can I remove users and seats after exceeding my number of prepaid seats?"

9. Orangetheory Fitness

Orangetheory runs group fitness classes in local studios. Its 26 questions read like someone nervous about booking a first class, and the answers are often a word or two: "Of course.", "A water bottle and a towel." Where the answer depends on the studio, such as price, it says so and sends you to your local studio.

  • "I haven't worked out in a long time? Can I still do the workout?"
  • "What do I need for class?"

10. Lemonade

Lemonade sells insurance. Its FAQ has about 170 questions, grouped by product, and each product has the same sections (policy, coverage, payments, claims and more), so a reader can jump straight to theirs from a side index. "How can I reach you?" answers with each channel, including a phone number for emergencies.

  • "How are you using my premium dollars?"
  • "Why does Lemonade ask me to record a video during the claims process?"

What they have in common

  1. Questions in the customer's words. DoggieLawn, Orangetheory and Magic Spoon keep the worry in the question. A topic label such as "Returns + Refunds" makes the reader translate their question first.
  2. The answer in the first word or sentence. HEY, Orangetheory, Lemonade ("We are.") and Liquid Death answer before they explain, and say no plainly when the answer is no.
  3. Groups that follow what the customer is doing, or what they bought. DoggieLawn and HEY go in the order a customer meets things; Athletic Brewing and Lemonade group by product.
  4. A way to find a question on a long page. An index of links (HEY, Lemonade), buttons for each group (Magic Spoon), a search box (Bearaby) or a page per question (Athletic Brewing). Short pages get by with groups alone.
  5. Answers where the question comes up. The Sill puts plant-care questions on the product page; Tailscale puts billing questions on the pricing page.
  6. A way to a person. A phone number with the hours, an email, the local studio, or, at Magic Spoon, a plain note that there's no phone line.
  7. Kept current. A seasonal group, an answer about a program that ended, a group for people on retired plans. Dated phrases are how a FAQ shows its age.

None of the ten asks "Was this helpful?", and nine of them hide every answer behind a click.

Where Actually Asked fits

We make Actually Asked, and it does two of these for you. It reads the questions visitors ask on your site and adds the ones several people ask to your FAQ, so the questions are theirs and the FAQ keeps up. And it puts the FAQ in the page, on the product or pricing page where the question comes up, in your site's own fonts and colours. The voice, and the way to a person, stay yours.